38%
Year on year increase in website users
64%
Year on year increase in organic traffic
71%
Increase in average form submissions, year 2 vs year 1
About Fire Doors Complete
Fire Doors Complete offer consultancy, inspection services and training courses, to ensure that any fire door can be kept in legislation-compliant, full working condition.
The company is run by Neil Ashdown – a well-respected industry veteran with a reputation for offering clear, authoritative and useful advice. He managed the Fire Door Inspection Scheme (FDIS) from 2012 to 2016 and has been the Managing Director and Chief Consultant at Fire Doors Complete since 2009.
Our Challenge
Neil wanted to raise awareness of the Fire Doors Complete brand and showcase their high, professional standards.
Neil’s intention was to make his company the ‘go-to’ authority on all things fire doors. Another key goal was to generate leads for the company’s training, inspection and consultancy offerings.
We were asked to build a professional, mobile-optimised website which used video to show Neil as the leading expert in his field. This site would then be used to promote Fire Doors Complete via other marketing channels, driving enquiries, and bookings for training sessions.
Increasing the volume of training bookings was a key goal for the company, and Neil set us a target of 30 conversations with potential clients per month.
Our Solution
To drive more leads for Fire Doors Complete, we took a two-pronged approach.
Firstly, drive more customers to the website, and secondly improve the website experience so that a higher proportion of potential customers signed up for Neil’s services.
We used digital ads (PPC) and SEO (search engine optimisation) to drive more potential customers to the website. Our SEO campaign included writing thought leadership articles, which targeted keywords related to fire doors, alongside improving the technical SEO of the website. This strategy has been very successful – from June 2023 to June 2024, traffic from organic search increased by 64%. Unusually, this large increase in traffic was achieved without any drop in engagement rate.
The Fire Doors Complete website was completely redesigned, with responsive elements, so that pages dynamically resize to fit your device. The design was reviewed and improved, giving the brand a modern feel, while speeding up page load times, boosting the SEO performance of the site. We also integrated video naturally into the site, raising the profile of founder and MD, Neil Ashdown.
