Local SEO case study
From inconsistent enquiries to 1,600+ marketing-qualified leads
Calder Windows needed a more reliable way to generate leads. Our joined-up strategy of SEO, content marketing and PPC helped its website stand out in a competitive local market.
The result to remember
1,600+ MQLs
generated in 2 years
Project profile
The client
Calder Windows
Based in West Yorkshire, UK, Calder Windows is an established local supplier of windows, doors and conservatories. With more than 30 years of experience, the company has won a reputation as one of the region's premier home improvement specialists.
Established reputation for quality and aftercare
Operates in a competitive regional market
Rated 4.7 stars on Google
The problem
Strong local offering, but weak local visibility
Calder Windows had built a solid reputation in its service area, but it struggled to translate local word of mouth into online visibility. It wasn't ranking consistently for key location-based or product-led searches. That meant it was missing out on high-intent customers actively looking for suppliers in its area.
The problem was threefold. First, its website was under-optimised for search and conversions. Secondly, the lack of a consistent content marketing strategy meant it wasn't attracting top-of-funnel, research-led traffic. And thirdly, an inefficient PPC spend meant Calder was paying over the odds to make up for its underperformance in organic search.
Our solution
A joined-up strategy of local SEO, content marketing and PPC
Calder Windows' reputation is its biggest asset. With more than 30 years serving West Yorkshire, the company has earned a name for quality windows, doors and conservatories, backed by aftercare to match. The problem: that strong local word of mouth wasn't translating online. Despite its best efforts, Calder was struggling to get found by nearby customers actively searching for its products.
Low visibility for local and product searches
Targeted local SEO strategy, including:
Keyword research combining location and service intent (e.g. product + area searches)
Optimisation of core pages for high-value local queries
Site structure and technical SEO improvements to boost performance and crawlability
No content to capture wider search demand
Ongoing content marketing strategy (4 blogs per month):
Targeting FAQ-style and informational queries
Capturing users at earlier stages of the buying journey
Securing rankings for competitive terms like 'alternatives to double glazing
Inconsistent and inefficient paid lead generation
ROI-focused PPC strategy with:
Hyper-targeted campaigns focused on high-intent, localised keywords
Ongoing optimisation to reduce wasted spend
A focus on generating profitable leads, not just clicks
Outdated website limiting conversions
New, search-optimised website with:
Clear user journeys aligned with local search intent
Strong calls to action across key landing pages
UX improvements to convert traffic into enquiries
Project timeline
Client calls My Digital Hero
Initial discovery meeting
Strategy presented and approved
Website keyword research complete
Paid search audience and keyword research complete
Website content written
Website design complete
Website testing and approval
Website goes live
PPC strategy goes live
Ongoing content strategy goes live
Roadblock…
In local markets, visibility is everything. If you're not appearing for the right location-specific and product-led searches, you're effectively invisible to customers who are ready to buy.
…Averted
We focused on intent and location, aligning SEO, PPC and content marketing around how customers actually search. In other words, we combined what they need with where they need it.
On top of that, we made sure every stage of the buying journey was covered. That meant capturing demand across the funnel, turning visibility into consistent, qualified enquiries.
1,602
MQLs generated
in 2 years
98.6%
organic traffic growth
October 2024 vs October 2025
235
top-10 Google UK rankings
as of March 2026
'Simon has done so much to help my business. His wealth of knowledge and experience is absolutely mind-blowing. I can't thank him enough, and I look forward to working with him again in the future. Thanks from all the team at Calder Windows.'
Vicky Golby, Calder Windows
Get in touch
Want to dominate local search?
We helped Calder Windows turn local visibility into a steady stream of high-quality leads – and we can do the same for you.
Get in touch to chat about how a joined-up SEO strategy can help you get seen by the customers who matter.
