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How We Quadrupled Traffic For Premium Paints (And Grew Their Revenue By 73%)
Premium Paints has built its reputation on supplying high-quality paints, driveway sealers, and specialist coatings to customers who need products that last. While they have great success now, that wasn’t always the case.
Like many ambitious ecommerce brands, the team knew their products could compete with some of the biggest names in the industry.
So, they sought help from Add People. They came to us with The Challenge, then we returned with The Strategy and delivered The Results. Let’s take a look at all three below.
Company
Premium Paints is a paint, sealant and coating provider with 100’s of five-star reviews. They deliver best-in-class products for the businesses and homes that need it.
Location
Tuxford, England
Industry
Paint & Building Supplies
Services
SEO, GEO, Digital PR
Increase in revenue, YoY
(SEO & PR)
Return from every £1 spent
(SEO & PR)
The Challenge
As is often the case when businesses enquire with us, we can quickly identify what’s holding a business back. For Premium Paints, they had solid foundations, but that wasn’t enough. These are the challenges our experts identified:
- Strong competition from established brands meant they were pushed down the organic rankings
- Existing rankings weren’t translating into the traffic or conversions it could/should
- On-site SEO foundations needed strengthening, including optimisation of headings, metadata, and overall content depth.
In short, Premium Paints needed a strategy that would not only improve rankings but help them stand out in a crowded market.
Our Strategy
Knowing the challenge is half of the battle. The next part was planning a strategy that addressed each of those elements which were holding Premium Paints back. To do that, we established these core principles from the very start:
- Make the website a reliable channel → This would require extensive technical SEO work.
- Build authority through Digital PR → Introduce SEO and PR to grow organic visibility and brand recognition.
- Grow visibility across AI tools → This would future-proof visibility, while also pulling traffic now.
Now that you know the strategy, let’s take a look at the results we achieved and how we achieved them.
The Results
The impact of the campaign has been both visible and commercial.
Organic search has become a powerful driver of growth for Premium Paints, bringing a surge of new visitors to the site while helping the brand compete with some of the most established suppliers in the coatings industry.
For Billy Jarvis and the team, SEO has evolved from a growth opportunity into a core commercial channel, consistently driving both traffic and revenue. Here is a closer look at each approach:
We Brought The Site's Technical Foundations To Another Level
The Results
organic users to the site, year on year
revenue increase, year on year
How We Achieved This
Strong technical foundations were essential for improving visibility. We carried out ongoing technical audits to identify crawl and indexing issues, clean up broken URLs, and optimise metadata and headings across the site.
By improving site structure and internal linking, we made it easier for search engines to understand the content and prioritise key product pages.
We Used GEO/SEO To Transform Visibility On AI Tools & Search Engines
The Results
citations on AI tools and assistants
increase in keywords in top 3 positions
How We Achieved This
To increase search engine and AI visibility, we expanded the site’s content around high-value product areas such as driveway sealers and floor paints.
Using a topic cluster approach, we developed supporting content and optimised FAQs across key pages. This ensured the site provided helpful, relevant information while strengthening its authority for a wider range of search terms.
This strategy helped Premium Paints capture significantly more traffic from organic and AI sources.
We Boosted Their Brand With Coverage In Major Publications
The Results
return for every £1 spent, partly thanks to heightened brand recognition
How We Achieved This
With coverage achieved in the likes of The Mirror, The Independent and Ideal Home, we targeted publications with relevant audiences – not just large audiences.
By positioning Premium Paints as a knowledgeable voice in the paints and coatings space, it made it easier for users to convert as trust had already been established with them.
Working with a client for over 9 years isn’t just rare it’s incredibly special. From the very first Google Shopping campaigns in 2015 to expanding into paid social in 2018 and now SEO in late 2023, it’s been a journey built on trust, transparency, and shared ambition.
— Tom, Charlotte & Cassie – Add People Team
It’s been a delight working with Add People—personally for a year and a half, and as a brand for nearly ten years! Tom, Cassie, Charlotte, and a host of experts (big shout out to Sophie!) have always been on hand with advice and support. From Google Ads and Meta ads to more recent SEO, they’ve played a huge role in our growth—through Covid and a major replatforming—always patient and attentive. It’s been a pleasure, and I highly encourage others to work with them!
— Saoirse Genoni, Hurley Burley
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