Midlands manufacturer gains £1M+ in new business through SEO.
A website redesign, and ongoing SEO consultancy that generated measurable sales – without paid ads.
Case Study: Background
When Universal Fabrications first approached Spotlight Lane, their website wasn’t performing – despite decades of experience in sheet metal fabrication. They’d received a generic automated (free) SEO audit, which they asked me to review, but the results didn’t reflect the real issues.
The agency had suggested running Google Ads, which they were reluctant to do. While ads can work for quick results, their website would not have converted visitors into customers because it didn’t showcase their expertise and capabilities. It would have been a huge waste of marketing budget.
Alison at Spotlight Lane fully supported us through a company rebranding, website redesign, product and service photo shoots, then provided targeted SEO to get us first page on Google. We took advantage of her ongoing consultancy and she is now working on maximising our AI rankings which is exciting. Working with Spotlight is a genuine partnership which I would highly recommend to any business.
The Challenge
Despite having a strong reputation and loyal client base:
The aim was to transform their digital presence – from visual branding through to SEO performance – and establish a measurable return on investment.
The Approach
Website Redesign
We rebuilt the site from the ground up using WordPress, moving from an outdated theme to a faster, structured design that supported SEO best practices.
Before Redesign
After Redesign
Technical & on-page SEO fixes
Page titles, meta descriptions, headings, and internal linking were created around core industry search terms such as sheet metal fabrication. Images were resized, renamed, and given alt text for accessibility and SEO performance.
Ongoing SEO consultancy
After launch, we continued optimising their key services through targeted and localised SEO. Performance is monitored with ongoing content refinement and technical updates.
Through Spotlight Lane’s efforts and expertise we have entered new markets and expanded our existing customer base.
The Results
The results from Spotlight Lane’s SEO consultancy speak for themselves.
Key takeaways
This project shows the power of getting the basics right. SEO doesn’t start with complicated tools. it starts with a clear, well-structured website that communicates your expertise.
By aligning strategy, design, and ongoing consultancy, Universal Fabrications built an online presence that continues to deliver measurable results.
If your website isn’t bringing in new business – even though your service is strong – it might be time to look at the foundations.
READY TO STEP INTO THE SPOTLIGHT?
