Case Study: Nelson wash
Nelson Wash is a well-established and recognised brand in the industrial warewashing sector
The Company
Nelson Wash is a well-established and recognised brand in the industrial warewashing sector, supplying commercial dishwashers, glasswashers, cleaning chemicals, and warewashing accessories across the UK. With over 40 years in business, Nelson Wash has built a reputation for quality, reliability, and expertise, providing professional cleaning solutions to businesses that demand high-performance equipment. Their Shopify-powered online store is a key part of their sales strategy.
The Challenge
Despite having a steady flow of website traffic, Nelson Wash faced a critical issue—organic conversions were low. The primary issue was that they were not ranking for enough high-intent keywords, meaning that while visitors were landing on the site, they were not necessarily ready to buy. Additional challenges included:
- Technical SEO flaws such as poor page formatting and inefficient URL structures, affecting search engine crawling and ranking.
- Duplicate content across product pages and collections, leading to keyword cannibalisation and reduced visibility.
- A fragmented Google Ads strategy, with too many campaigns spread across a limited budget, making performance tracking and optimisation difficult.
- Conversion inefficiencies, with product pages and the checkout process not fully optimised for conversions or increasing average order value (AOV).
As a result, organic traffic was not translating into meaningful revenue growth, and their paid search strategy was underperforming.
The Solution
We implemented a data-driven SEO, PPC, and conversion rate optimisation (CRO) strategy to increase high-intent traffic and maximise online revenue:
- SEO Fixes & Content Strategy: Conducted a comprehensive SEO audit, resolving site crawlability issues and eliminating duplicate content to improve keyword rankings. Developed targeted blog articles, guides, and case studies to attract commercial buyers actively searching for warewashing solutions.
- Google Ads Restructure: Simplified and consolidated ad campaigns, refocusing the budget on high-performing keywords and product categories for maximum ROI.
- Conversion Rate & AOV Optimisation: Enhanced product pages and checkout flow to reduce friction and increase conversions. Implemented strategic upselling and bundling techniques, leading to an increase in AOV and transaction volume.
The Results
These strategic changes delivered exceptional growth in both organic and paid search performance:
- 179 keywords ranked in the top 3 positions on Google.
- Revenue from paid & organic increased by 161%.
- Organic traffic grew by 126%, on high-value transactional keywords
- Average Order Value (AOV) increased, maximising revenue per customer.
