— Retail

Downlights Case Study

Downlights is a lighting company who are dedicated to selling LED downlights. They are experienced in lighting distribution, with products ranging from cheaper downlights to more branded ones. This brand has been created with the customer as the main focus. They are confident in what they sell due to their extensive LED lighting knowledge and selection of reliable and high quality products.

— Increased Rankings — Natural Search — Downlights

The Challenge

The home improvement sector for downlights is in a very competitive market, especially in the UK. So, the challenge was to get visibility against competitors in the industry. As downlights are so popular, this brand had to differentiate itself from competitors and gain traction.

In addition, PPC can be expensive, so we had the challenge of increasing the awareness of this brand through natural search. This can generate a better cost per acquisition and is more affordable.

Furthermore, another challenge we encountered is that downlights are not really purchased through social media, as it isn’t the best converting channel for this product. 

— Increased Rankings — Natural Search — Downlights

The Solution

So, what was the solution?

Natural search was a main focus of ours, as it can generate a better cost per acquisition, attracts relevant users and boosts credibility. This was very effective in gaining visibility for the brand and driving volume. 

Another solution we focused on that links with natural search is search engine optimisation. We chose to utilise SEO as a marketing strategy in an attempt to appear on the first page of search engine results. In addition, we chose to not accelerate the brands social media sites as products do not sell as effectively through those platforms. 

— Increased Rankings — Natural Search — Downlights

The Result

Our actions resulted in the brand gaining traction through natural search and SEO.

Throughout our time of working with Downlights we have driven near to 2 million visitors to the site over four years. Accelerating from 10,000 visitors a month to almost 60,000. In addition, there has been a year on year increase on sales.