How UX, SEO and PPC combined to drive consistent enquiries
Millworks partnered with Granite 5 to unlock the full commercial potential of an existing website. Through improved tracking, UX enhancements, SEO and paid media optimisation, the focus shifted from raw traffic to consistent, high-quality quote enquiries that support sustained growth.
Client
Millworks: Unlocking Website Performance
Services
Sector
Construction materials & timber products (B2B and B2C)
Overview
Millworks is a leading supplier of high-quality timber products, serving architects, contractors and homeowners across the UK. When Granite 5 took over the account in May 2024, the website was already established, but performance was constrained by limited tracking, unclear attribution, and missed opportunities to support complex buying journeys. The engagement focused on improving data quality, enhancing user experience, and supporting customers through a more structured and self-serve quoting process.
The Challenge
Millworks needed to turn strong interest into measurable, reliable enquiries.
Incomplete and unreliable conversion tracking
Limited visibility of where enquiries were coming from
UX friction for users researching multiple products
Need to support complex quote-led buying journeys
Cookie consent changes impacting reported traffic and conversions
Our Approach
Fixing the data foundations
Implemented robust tracking to accurately measure form submissions, clicks, quote activity and lead sources, giving the client confidence in reporting and decision-making.
Improving navigation and usability
Introduced a fixed header that responds on scroll, keeping key navigation and conversion actions accessible throughout long product and specification pages.
Flexible communication
Added a configurable top banner to allow Millworks to publish important notices and announcements without developer support.
Smarter lead attribution
Enhanced forms to pass enquiry source data directly into the client’s CRM, improving attribution and enabling more informed marketing optimisation.
Product discovery enhancements
Delivered a new filtering system for product pages, allowing users to quickly refine options based on their specific requirements.
Self-serve quote builder
Implemented a quote builder that enables users to add multiple products to a basket and submit detailed quote requests, improving lead quality and reducing internal workload.The Results
Despite tighter consent controls and reduced raw traffic visibility, performance improved significantly where it matters most: engagement quality and enquiries.
Higher engagement quality
Engagement rate increased by over 25% year-on-year, with users spending longer on site and interacting more deeply with product and specification content.
Step-change in conversions
Tracked conversions increased by over 5×, driven by improved tracking, clearer journeys, and stronger alignment between intent and action.
Paid Search delivering at scale
Paid Search conversions increased by over 9×, with conversion rates rising sharply as campaigns aligned more closely to high-intent product searches.
Improved conversion efficiency
Cost per conversion reduced by more than 80%, demonstrating significantly stronger efficiency as spend and performance scaled.
Consistent business impact
The website now delivers a steady flow of 30–40 quote enquiries per month, keeping the Millworks team consistently busy with qualified opportunities.
Better insight, better decisions
With accurate attribution in place, Millworks can clearly see which channels, products and campaigns are driving results.
Getting the tracking right changed everything. For the first time, we had a clear, reliable view of what was actually driving enquiries rather than relying on assumptions or surface-level metrics. That insight reshaped our priorities and gave every decision a clear purpose Once we could see what was really driving enquiries, the improvements to UX, SEO and paid search all compounded.
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