uPVC costs more than aluminium up front — the content had to earn that difference before the ad spend could work.
34
Keywords in the top 10
Was 4 at the start
+127%
Organic sessions
Eight months, from a small base
+41%
Site measurement visits booked
Enquiries that became appointments
-29%
Cost per qualified enquiry
After landing pages were rewritten
Promiplast Windows sells uPVC windows and doors, a product most buyers first meet as a more expensive quote next to an aluminium one. Their channels showed products but never made the case: heat, dust and noise reduction, no rust, and what the difference actually costs over ten years. We built the content around that comparison, put it in front of people searching, and made the consultation request easy to complete.
The gaps in Promiplast Windows's setup before the project started — and what they were costing.
Buyers compare a uPVC quote against aluminium and see a bigger number. Nothing on the site explained thermal performance, dust and noise sealing, no rust or repainting, or what those add up to over the life of the window — so the conversation ended at the quote.
People search for problems and comparisons — soundproof windows, uPVC versus aluminium, sliding versus casement — not for a manufacturer's name. With no content answering those, the brand appeared only for its own name, which nobody unfamiliar searches for.
Paid clicks landed on generic pages with a plain contact form. Someone ready to book a measurement had to work out what to do next, and many did not.
Each phase closed before the next one opened, so nothing was rebuilt twice.
We listed the reasons a quote was lost — price against aluminium, doubt about frame strength, uncertainty about maintenance — then found the searches that map to each. That produced a content plan aimed at what stops a purchase rather than what has volume.
uPVC versus aluminium versus wood, with the trade-offs stated plainly, plus energy, noise and maintenance explainers and a straight explanation of what drives the price. Content that concedes the up-front cost is more persuasive than content that dodges it.
Dedicated landing pages per intent — soundproofing, energy efficiency, replacement windows — each ending in one clear action: request a free site measurement. The form was cut to name, phone, location and rough opening count.
Google Ads for immediate high-intent searches while the organic pages matured, with budget shifted month by month toward the queries that produced booked measurements rather than raw form fills.
Thermal, acoustic and maintenance differences explained with the cost trade-off stated openly, so the customer arrives at the quote already knowing why the number is higher.
Noise, heat, replacement — each with its own page and its own single next step, instead of one page trying to speak to everybody.
Location and approximate opening count come in with the request, so the team can schedule the measurement visit rather than qualify by phone first.
Every tool here was picked for a reason — speed, reporting, or one less manual step.
Content publishing the client's team can run
New landing pages without developer time
High-intent search while organic content matured
Keyword mapping and competitor gap analysis
Query-level tracking and indexing health
Which pages produce enquiries, not just visits
Conversion tracking without redeploying pages
The part that matters: what the business could do afterwards that it could not do before.
The customer has already read why uPVC costs more, so the sales call is about openings and timelines instead of a defence of the quote.
With intent-matched landing pages behind the ads, cost per qualified enquiry fell about 29% without increasing spend.
The comparison and problem-led pages keep bringing traffic month after month, so the business is no longer wholly dependent on paid clicks for enquiries.
| Measure | Before | After |
|---|---|---|
| Keywords in the top 10 | 4 | 34 |
| Organic sessions | Baseline | +127% over eight months |
| Cost per qualified enquiry | Baseline | -29% |
| Site measurements booked | Baseline | +41% |
“The enquiries changed more than the count did. People now call knowing why uPVC costs more, so we spend the visit measuring instead of arguing.”
Built a content strategy around the real buying objections for uPVC — price against aluminium, thermal and acoustic performance, maintenance — created intent-specific landing pages ending in a free site measurement request, and ran Google Ads alongside the organic programme with conversion tracking throughout.
Movement in rankings appeared from about month three and became meaningful in traffic terms around month five. Google Ads carried enquiry volume in the meantime, which is why the two were run together rather than sequentially.
Because that comparison is happening whether or not the brand takes part. Answering it openly — including where the up-front cost is higher — earns more trust than avoiding it, and it captures people at exactly the moment they are deciding.
Yes. The approach starts from lost-quote reasons rather than keyword volume, so the research is redone per client, but the structure — objection-led content, intent-matched landing pages, paid plus organic together — carries over.
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