PlastixPlus: Driving Trade Sales Through UX, SEO & PPC Optimisation

The Challenge

Despite its solid reputation for quality building materials, PlastixPlus struggled to effectively capture and convert its target market online. Common issues seen across builders’ merchants and construction marketing were holding growth back:

• Website UX and code quality degraded after multiple developer handovers

• Product pages lacked clarity, filtering and conversion focus

• Paid campaigns generating leads—but at high cost

• Local SEO not aligned to trade-counter search behaviour

• Digital channels not effectively capturing nearby, high-intent customers

The Approach

Optimising the Website Without Rebuilding It

Instead of starting over, we improved the website by optimising, cleaning and, adding to what already existed:

• Cleaned up code and stabilised the platform

• Standardised and cleaned up UI across the site

• Improved speed, accessibility and responsiveness

We then redesigned key product and category pages with:

• Better filtering and navigation

• Clearer imagery and variant thumbnails

• Stronger conversion pathways

PPC Overhaul for Cost Efficiency

We restructured Google ads campaigns to improve performance, achieving better leads at significantly lower cost:

• Segmented campaigns by product intent

• Improved ad quality and relevance

• Built better landing page alignment

• Got Performance Max off the ground with stronger assets and better audience signals

Local SEO for Trade Counter Growth

We implemented a focused local SEO strategy to capture nearby demand, positioning PlastixPlus to compete effectively in high-intent, local construction searches:

• On-page optimisation for location-based keywords

• Technical SEO improvements (speed, mobile, accessibility)

• Reinforced local availability and relevance

Improving Product Discovery & Trust

For both trade and DIY audiences, clarity is everything to help users move from search → selection → enquiry/purchase with less friction in a very crowded, value-led market.

We enhanced:

• Product descriptions and specifications

• Testimonials and trust signals

• Category structure and hierarchy

To support long-term growth, we introduced ongoing updates that created compounding performance over time, not just than one-off gains:

• Expanding product categories

• Refreshing content regularly

• Supporting SEO with improved internal linking and structure

Key Takeaways

This project highlights how to improve performance in builders’ merchant and trade-focused digital marketing:

• You don’t always need a rebuild—optimisation can unlock major gains

• Product UX and filtering are critical for conversion

• PPC efficiency comes from alignment, not just spend reduction

• Local SEO is essential for capturing high-intent trade customers

Most importantly:
small, strategic improvements across the funnel can compound into significant revenue growth.