West Pennine Storage Equipment: Scaling Visibility and Business Value Through SEO and PPC
Overview:
West Pennine Storage Equipment is a leading UK provider of warehouse racking and storage solutions, offering everything from pallet racking to mezzanine floors. With decades of industry experience, they have built a reputation for reliability, efficiency, and quality service.
In our partnership, we developed and implemented a comprehensive SEO and PPC strategy that not only positioned West Pennine at the top of Google for all their key product areas, but also drove a significant increase in leads and contributed to the successful sale of the business to a larger competitor.
The Challenge:
Before working with us, West Pennine faced several digital marketing challenges:
Their website wasn’t performing competitively in search results for high-value industry terms.
Paid advertising lacked focus, resulting in wasted spend and limited returns.
Online visibility didn’t reflect the company’s strong offline reputation or market position.
They needed a cohesive digital strategy that would improve visibility, generate quality enquiries, and elevate the business’s perceived market value.
Our Approach:
We crafted a combined SEO and PPC strategy designed to deliver both immediate and long-term impact:
Search Engine Optimisation (SEO)
Conducted in-depth keyword research to target all major racking types from pallet and cantilever to drive-in and push-back systems.
Optimised product and service pages for high-intent search terms.
Improved technical SEO to enhance crawlability and site performance.
Built high-quality backlinks from industry and regional sites to strengthen domain authority.
Pay-Per-Click (PPC) Campaigns
Developed targeted Google Ads campaigns focused on high-converting search queries.
Optimised ad copy and landing pages for maximum relevance and ROI.
Implemented tracking and analytics to measure performance and continuously refine results.
This dual approach ensured a strong presence across both organic and paid channels — maximising exposure to potential customers at every stage of the buying journey.
The Results:
The results were outstanding:
43% increase in enquiries generated directly from the website.
Top rankings across all core racking categories, including pallet racking, cantilever racking, and warehouse shelving.
A significant uplift in brand visibility and online credibility, positioning the company as a market leader in the storage equipment sector.
Perhaps most impressively, the enhanced digital footprint contributed to the successful sale of the business to a larger competitor, with the strengthened online presence playing a key role in demonstrating brand value and growth potential.
Conclusion
Our partnership with West Pennine Storage Equipment is a clear example of how a well-executed SEO and PPC strategy can do more than drive leads. It can transform a company’s market position and overall business valuation.
By combining technical expertise, data-led decision making, and consistent optimisation, we helped West Pennine achieve sustainable growth and a successful exit that reflected the true value of their digital and operational success.
