case studies

connect. engage. grow.

Total Joinery Supplies

Oct 11, 2021

Total Joinery Supplies are local cabinet makers based in Thomastown, specialising in custom-made, high-quality kitchen, wardrobe and bathroom cabinetry.

Total Joinery Supplies have been a long term website and SEO client with practiceedge, running a local based SEO campaign and we were excited to help them take their business to the next level.

campaign goals

The move towards ecommerce, along with the challenges presented by the COVID-19 pandemic highlighted a need to pivot the existing business strategy to encompass a stronger online focus.

Total Joinery Supplies identified two main goals to achieve this – to move their products and services to an online model and to expand their marketing reach to target a wider audience.

We began with an upgrade to their existing website, adding ecommerce functionality to allow online sales and building out a detailed online quote form to allow the business to gather all the information they needed to begin a project. We then expanded their existing local-based SEO campaign to target all of Melbourne, allowing Total Joinery Supplies to market to a much wider audience, including specific optimisation of their online store to support ecommerce sales.

campaign results

As a result of successfully ranking the business for additional keywords around the products sold in their online store and optimising for the Melbourne region, there has been a significant increase in traffic to the website.

In the last 12 months, when compared to the previous 12 month period, we have seen:

~|signal~|font-awesome~|solid

Organic users increased by 198.65%

~|users~|font-awesome~|solid

New users increased by 197.86%

~|icon_desktop~|elegant-themes~|outline

Website sessions increased by 199.11%

online conversions

In the same period, overall conversions on the website increased dramatically including:

  • 159 submissions through the online quote form
  • 18 ecommerce sales with an average order value of $1344.04
  • Phone calls increased by 70%
  • Email enquiries increased by 129.58%
keyword rankings

Our strategy focused around targeting keywords for timber vanities and benchtops as well as the specific product types sold in the online store. We also expanded the campaign to rank for Melbourne based keywords, while still maintaining the strong local presence that had supported the existing SEO campaign.

Through implementation of on-page and off-page SEO, the website was able to rank for keywords where the business previously had no presence in search results.