The Challenge
STS had a strong industrial offering, but their digital marketing wasn’t converting at the same level.
Common issues across digital marketing for complex B2B services were holding performance back:
PPC campaigns consuming budget without proportional return.
Lead forms creating friction: high starts, lower completions, limiting qualified opportunities.
Organic visibility growing but needing a clearer authority strategy to compete with more visible players.
Need to improve trust and conversion confidence for high-value B2B enquiries.
- SEO held back by low-authority, technical WordPress issues and on-page duplication/cannibalisation.
Our Approach
We mapped how buyers search, compare, and commit in B2B industrial storage systems. Alongside this, we removed ineffiencies across the channels and improved page layouts and data capture.
Discovery & positioning: Mapped buyer intent across main service offererings and aligned ads + website content to decision-stage needs. Improved the website UX, content, imagery and general speed and styles to improve performance, engagement and usability.
Content-led SEO: Rolled out content pages steadily to expand regional capture; shifted roadmap toward higher-authority pieces to win niche intent and AI-surfaced queries.
CRO + lead gen refinement: Optimised WordPress enquiry journeys, adding intent-revealing fields while clarifying optionality to reduce drop-off. Integrated the optimised flow into an automated lead generation sheet to reduce admin and gain further customer insights.
PPC overhaul: Reduced low-yield spend without hurting conversions, reallocated budget toward higher-quality segments, and prepared controlled Performance Max testing.
All your hard work has paid off… we feel more confident in what our digital marketing is doing.
Ops Director & Managing Director, STS Storage Systems
