How Oaksmiths Grew Organic Traffic by 45% with a Local SEO Strategy
Oaksmiths Ltd is a family-run oak framing specialist based in Lutterworth, creating beautifully designed porches, garages, garden rooms, and extensions. Their work blends traditional craftsmanship with sustainable materials, serving homeowners who appreciate timeless design and meticulous detail.
By 2022, the business was thriving offline but struggling to show that same buzz online. Competing against large national firms and limited by time to create fresh content, Oaksmiths needed a long-term digital strategy that matched the standard of their builds.
That’s where Add People stepped in.
The Challenge
Despite producing stunning oak-framed structures, Oaksmiths’ online visibility wasn’t reflecting their real-world reputation. National companies dominated key search terms, and the website lacked the case studies, FAQs, and depth of content required to compete.
With few visuals on site and no dedicated resource for content creation, they needed a partner who could do the heavy lifting. Stronger rankings across Leicestershire, Warwickshire, and the wider Midlands were crucial, as was building trust through educational content and project showcases.
The challenge was clear: highlight their craftsmanship, build authority, and turn online visibility into consistent high-value enquiries.
The Strategy
When our Local SEO team began work in June 2022, the mission was to establish Oaksmiths as the Midlands’ go-to name for oak-framed structures and bring their digital presence up to the level of their craftsmanship. Our approach included:
On-Page Optimisation
We strengthened the website’s core service pages, refining keyword targeting for porches, garages, trusses, and extensions. Internal linking was tightened to guide users naturally through the site, and schema markup was added to help search engines clearly understand each offering. These improvements ensured Oaksmiths appeared more often and more prominently for the searches that mattered.
Content Development
To build topical authority, we created a steady stream of high-quality blog content. Articles covered planning pitfalls, sustainability insights, and behind-the-scenes craftsmanship stories. Each piece targeted long-tail search terms while positioning Oaksmiths as knowledgeable specialists with genuine heritage in the industry. This educational content not only attracted new traffic but nurtured trust with homeowners at the research stage.
Local Google Business Profile Optimisation
Monthly GBP posts showcased recent projects, design details, and examples of Oaksmiths’ craftsmanship. By consistently sharing updates, we increased map pack visibility and boosted engagement, with more users requesting directions, viewing projects, and making direct calls.
Conversion Tracking Setup
We implemented Say Hello CRM to track calls, enquiries, and conversions. This allowed Oaksmiths to see exactly which pages, keywords, and blog topics were driving leads. Clear attribution made ROI obvious and helped us continually refine the strategy.
Collaboration and Case Study Support
Working closely with Duncan and Nick, we collected images, approved blog topics, and built new case studies to demonstrate the real craftsmanship behind every structure. This collaborative content not only improved rankings but gave potential clients confidence before they ever picked up the phone.
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The Results
Oaksmiths saw steady, long-term growth that matched the strategy perfectly. Key search terms like ‘oak porches Lutterworth’, ‘oak garages Midlands’, and ‘oak trusses Leicestershire’ all reached first-page positions, bringing more qualified traffic straight to the site.
Organic sessions grew by 45% year-on-year, driven by a healthier content ecosystem and smarter optimisation.
Google Business Profile performance flourished too, with more than 100 interactions each month and noticeable growth in calls and direction requests from homeowners across the region.
Most importantly, the quality of enquiries increased significantly. The team reported being consistently inundated with requests for garages and extensions, with bigger projects becoming the norm.
It’s been fantastic to see their visibility strengthen year after year, and we’re excited to keep supporting their journey.
Testimonial
Finally, a word from the client:
“Add People have been brilliant from the start. We’ve seen a noticeable increase in enquiries and visibility across the region. Their team handle everything, from blogs to local SEO and lead tracking, which lets us focus on our builds. The results really do speak for themselves.”
Duncan Pragnell, Director
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