+82%
Increasing organic revenue by 82% for home & garden company
How we increased keyword rankings, traffic, footfall, and revenue for home and garden client Primethorpe Paving with a long term technical SEO and content strategy.
Primethorpe Paving / SEO + Digital PR
Growing Organic Revenue by 82% for Primethorpe Paving
Primethorpe Paving is a UK-based supplier of natural stone, porcelain paving and garden landscaping materials, serving homeowners and trade customers across the country.
With an extensive product range and strong seasonal demand, the business had an opportunity to grow its organic visibility. But a complicated buying journey, under-optimised product pages and technical limitations were making it harder for customers to find and purchase the right products.
Minty developed a long-term SEO strategy combining technical improvements, content optimisation and a more intuitive shopping experience, helping turn organic search into a stronger revenue channel.
The Results
+117%
Increase in Organic Orders
+282.85%
Increase in Organic Traffic
THE OPPORTUNITY
More visibility. A better buying experience.
01 / Product discovery
02 / Search visibility
03 / Site performance
The Challenge
Making It Easier to Find, Choose and Buy.
Primethorpe Paving had an extensive range of products, but its website wasn't making the most of that offering.
Customers faced a complicated product selection process, with filters and ordering options that made finding the right paving materials harder than it needed to be. This created unnecessary friction in the buying journey.
At the same time, important product and collection pages lacked the optimisation needed to compete effectively in organic search. Technical issues were also limiting site performance, crawlability and indexation.
With demand for landscaping materials rising during the spring months, improving both search visibility and the buying experience was essential to making the most of the seasonal opportunity.
The Strategy
Building a Better Route from Search to Sale.
Our approach focused on making organic search work harder at every stage of the buying journey. Working closely with Primethorpe's web developer, we combined technical SEO, commercially focused content and improvements to the shopping experience to help customers discover the right products and purchase with greater ease.
Removing Friction from the Buying Journey
With a large and varied product range, helping customers find the right paving was just as important as attracting them to the website. We worked with the development team to simplify product filters and ordering logic, creating a more intuitive route from product discovery to purchase.
The aim was to make choosing and ordering paving easier for customers while reducing complexity for the Primethorpe team.
Strengthening High-Intent Product Pages
We expanded and optimised the site's product and collection pages to better capture searches from customers actively researching paving and landscaping materials.
By improving page relevance and creating clearer routes between related products and collections, we focused on bringing more qualified organic traffic into the pages most closely connected to a purchase.
Creating Stronger Foundations for Growth
Alongside the content work, we addressed technical issues affecting how efficiently search engines could discover, crawl and index the website.
This included sitewide performance improvements, backend fixes and redirects to preserve existing SEO value while improving the structure and usability of the site. Together, these changes created a stronger foundation for sustained organic growth.
Building Relevance Beyond the Website
To support the SEO strategy, we developed a targeted Digital PR campaign designed to earn coverage from relevant gardening and home improvement publications.
Our 'Gardens Through the Decades' campaign combined research into changing garden trends with search data and an original infographic. The resulting content secured links from relevant industry publications, including Local Gardener, helping strengthen Primethorpe's online authority.
The Outcome
Turning Seasonal Demand into Measurable Growth.
By improving how customers discovered, navigated and purchased products, Primethorpe Paving was better positioned to capitalise on the spring increase in demand for landscaping materials.
Between March and May 2025, organic traffic increased by 282.85% compared with the same period in 2024, bringing significantly more potential customers to the website.
Crucially, that visibility translated into commercial results. Orders from organic search increased by 117%, while organic revenue grew by 82% year on year.
The results demonstrate the value of combining technical SEO, commercially focused content and a more intuitive buying experience, helping turn increased search visibility into measurable business growth.
In the Client's Words
I've been working with Minty Digital since 2018, when I first started out with Charlie, and it's been an incredible journey ever since.
Fast forward to today, I'm now speaking with Ben almost weekly. The level of support, insight, and consistency has been second to none.
The results my website is producing now are honestly crazy, especially over the last 2 years. Thanks to Ben's hard work and dedication, my website sales have increased tenfold.
If you're looking for an SEO team that genuinely delivers real, measurable growth, I couldn't recommend Minty more.
Ryan Brycle
Founder, Primethorpe Paving
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