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:

  • Their website didn’t showcase their capabilities.
  • It wasn’t ranking for any key search terms their customers would use.
  • Enquiries came primarily from word-of-mouth and returning customers.
  • They wanted to position the business with a stronger, more modern brand while reaching new markets across the UK.

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We rebuilt the site from the ground up using WordPress, moving from an outdated theme to a faster, structured design that supported SEO best practices.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