Client Overview
Industry: Building Supplies & E-commerce
Location: Ireland
Services Provided: SEO, AI SEO, Conversion Rate Optimisation (CRO), Content Marketing, Link Building, Analytics & Conversion Tracking
BuildStore partnered with New Era Digital to improve their online performance, increase organic visibility and generate more online sales.
Although they had a strong range of building products, their website wasn’t fully optimised to convert visitors into customers or maximise its visibility in search engines. They also lacked the tracking needed to accurately measure customer behaviour and marketing performance.
Our goal was to create a website that not only ranked well but generated more enquiries, online sales and long-term growth.
The Challenge
Before working together, BuildStore faced several challenges:
- Limited visibility for valuable product and category searches.
- No comprehensive e-commerce tracking to measure customer behaviour.
- Missed opportunities to convert website visitors into enquiries and sales.
- Product and category pages that weren’t fully optimised for search engines.
- No strategy for AI-powered search platforms.
Rather than focusing on one area, we developed a complete digital growth strategy designed to improve every stage of the customer journey.
Our Strategy
Analytics & Conversion Tracking
Before making any marketing decisions, we ensured the website was collecting reliable data.
We implemented:
- Enhanced e-commerce tracking
- Product performance tracking
- Customer journey tracking
- Lead generation tracking
- Conversion tracking
- Event tracking through Google Analytics
This gave BuildStore complete visibility into how customers interacted with their website and where improvements could be made.
Conversion Rate Optimisation (CRO)
Traffic alone doesn’t grow a business—conversions do.
To increase enquiries and online sales, we introduced several CRO improvements, including:
- A prominent enquiry form within the hero section.
- Improved calls-to-action throughout the website.
- Better page layouts to encourage customer engagement.
- Clearer customer journeys from landing page to checkout.
- Improved trust signals to increase buyer confidence.
These improvements helped turn more visitors into customers.
SEO & AI SEO
We implemented a comprehensive SEO strategy focused on increasing visibility for both traditional Google search and emerging AI search platforms.
This included:
- Technical SEO improvements.
- Product page optimisation.
- Category page optimisation.
- Internal linking.
- On-page SEO.
- AI SEO strategies.
- Schema enhancements.
- Ongoing keyword targeting.
As a result, BuildStore now ranks for a wide range of high-intent commercial keywords while also building visibility across AI-powered search experiences.
Content Marketing & Link Building
To strengthen topical authority and increase search visibility, we implemented an ongoing content marketing and link-building strategy.
This helped improve domain authority while bringing new customers to the website through informative content and high-quality backlinks.
The Results
Since implementing our strategy, BuildStore has experienced significant business growth.
Key Wins
🚀 Online sales have tripled since working with New Era Digital.
🚀 Organic search has become the website’s largest traffic source, accounting for approximately 64% of all website sessions.
🚀 Over 12,000 organic clicks and 432,000 search impressions generated through Google Search.
🚀 More than 90% of clicks now come from non-branded searches, meaning new customers are discovering the business through Google rather than searching specifically for the brand.
🚀 Dozens of valuable commercial keywords now rank on the first page of Google, including searches such as builders supplies near me, composite decking and building supplies near me.
🚀 Improved customer journeys have resulted in more enquiries and online sales.
Before vs After
| Before | After |
|---|---|
| Limited tracking and reporting | Full e-commerce and conversion tracking |
| Website not fully optimised for conversions | CRO improvements across key landing pages |
| Product and category pages underperforming | Fully optimised for SEO and customer experience |
| Limited organic visibility | 12,000+ organic clicks and 432,000 impressions |
| Customers mainly finding the brand directly | 91% of clicks now come from non-branded searches |
| Inconsistent online growth | Online sales have tripled |
Final Thoughts
BuildStore demonstrates what’s possible when SEO, CRO and accurate tracking work together.
By improving website usability, implementing robust analytics, optimising product and category pages and investing in both traditional SEO and AI SEO, we’ve helped BuildStore attract more qualified visitors and convert them into paying customers.
The result is a website that doesn’t just generate traffic—it generates measurable business growth.
Looking to Grow Your Online Sales?
Whether you’re selling building supplies, home improvement products or any other e-commerce range, New Era Digital can help you attract more customers, improve conversions and increase revenue.
Book your free 15-minute discovery call and let’s discuss how we can grow your business.
