SUCCESS STORIES

Cementing position #1 for CivilMart

The Civilmart Group brings together more than nine Australian precast concrete brands, with a combined history of over 300 years. It designs, manufactures and delivers precast concrete products for commercial, civil and residential projects, from stormwater pits and concrete pipes to water tanks.

CivilMart is 100% Australian owned and operated, with locations in Queensland, New South Wales, Victoria and South Australia, and customers right across the country. Its products are built tough for the Australian climate and used in projects that are shaping the nation.

As CivilMart grew by bringing new brands into the group, National Marketing Manager Chris Chapstick set out to make its online presence as strong as its reputation, and to turn its website into a real source of leads.

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116%

increase in organic deal value

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69%

increase in organic leads

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287%

increase in organic users

The Need

CivilMart had recently merged six websites into one, and every old page had been redirected to a single landing page. Rankings built up over years needed a new home, and Chris needed the website to bring in more leads in an industry that was only starting to embrace digital.

The key objectives:

Save the rankings
- Recover organic results from the earlier migrations.
More leads
- Grow website leads to 50 a week.
Rank for key products
- Rank for searches like "stormwater pits", "concrete pipes" and "concrete water tanks".
More organic traffic
- Grow organic users and non-branded traffic year on year.

The Plan

We set out to rebuild CivilMart's website from the ground up, then grow it with every new brand.

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Migration recovery

Map every URL from the merged websites and redirect it to the right page.

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Clear structure

Build a clean information architecture with a new mega menu and footer.

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Category pages

Optimise category and product pages with content, internal links and better usability.

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Content and links

Launch a blog strategy and earn quality backlinks to key product lines.

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Rebuilding the migration

We mapped every page from the six merged websites, built the new product pages needed to receive them, and staggered the redirects so rankings could carry across. Weekly catch-ups with Chris kept everything on track, and by May 2021 most redirects were complete.

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A website built to convert

We cleaned up the calls to action, built a new mega menu and footer for easier navigation and internal linking, and optimised category pages with above-the-fold content, "Add to quote" buttons and better images. The stormwater and drainage category went from no traffic to more than 2,181 organic users and 584 keywords by September 2021.

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Growing with every acquisition

As CivilMart brought new brands into the group, we created a page for each one, redirected their websites cleanly, updated local listings and launched new category pages for their products. Category FAQs, refreshed blogs and video content built CivilMart's authority in a technical industry.

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A migration without a map

Six websites had been merged into one, with every old page pointing to a single landing page. Careful URL mapping and new pages turned the problem into a stronger, better-organised website.

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A growing group

Each new acquisition meant another mini migration. Clean redirect plans kept CivilMart's visibility steady and growing through every change.

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A changing market

After the COVID boom, the construction market softened in 2023. Highly targeted content and links kept leads and deal value climbing.

The Results

CivilMart's results have kept building, from the first year of the campaign to today.

Organic users up 287%: By July 2021, organic users had grown 287% year on year.

Leads more than doubled: Website leads grew from an average of 35 a week to more than 80, well past the goal of 50.

Organic deal value up 116%: From September 2022 to September 2023, the total value of deals from organic search grew 116%, beating the goal by a wide margin.

69% more leads: Over the same period, organic enquiries grew 69% year on year, and quotes received more than doubled.

Ranking for key products: CivilMart improved its rankings for high-value searches like "stormwater pits", "concrete pipes" and "concrete water tanks".

116%

Increase in organic deal value

69%

Increase in organic leads

287%

Increase in organic users

The Conclusion

CivilMart brings together some of Australia's most trusted precast concrete brands. When the campaign started, its website had just been through a difficult migration, and its rankings were at risk.

We rebuilt the migration page by page, gave the website a clear structure and turned its category pages into lead generators. As CivilMart acquired more brands, we brought each one into the website smoothly, and built its authority with helpful content and quality links.

The results have kept growing. Organic users grew 287% in the first year and weekly leads more than doubled. In 2023, even as the market softened, organic leads grew 69% and organic deal value grew 116%.

+116% organic deal value. +69% organic leads.
SEO built on solid foundations.

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In-depth AI & SEO audit

Uncover weaknesses and opportunities to overtake the competition and gain market share

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Expert traffic analysis

Discover quick wins to boost  your visibility for your most valuable search terms

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Custom AI & SEO roadmap

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Client success:

116%

increase in organic deal value

69%

increase in organic leads

287%

increase in organic users

“Tackling a post-migration to generate a powerful and user-friendly website with a massive increase in first page keywordsd”

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378%

Increase in number-one keyword rankings

How 'custom t shirts' went from page one, position eight, to the very top spot.

Cementing position #1 for CivilMart

The Need

The Plan

The Execution

The Challenges Overcome

The Results

The Conclusion

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