From GoDaddy
to a website
that delivers orders and leads.
Midshires had built a successful catering-equipment business doing great turnover — but they’d hit a wall. A GoDaddy website with blue backgrounds and broken mobile renders. And every decision, every process, every customer interaction was running through Ian’s head. They knew they needed to modernise. They didn’t know where to start.
GoDaddy blue and attribution.
Their website was on GoDaddy. Blue backgrounds, no accessibility, mobile renders weren’t working. Let’s face it — which business doesn’t start on Excel and a free site? But to scale, they needed sophistication.
Worse than the website: there was no understanding of where leads came from. Just a spreadsheet of engineer bookings. What worked? What didn't?
Business ethos. Mood. Audiences. Journey.
We took them through our full workshop process: business ethos, mood-boards, audience mapping, customer-journey analysis. The big realisation didn’t come from the website — it came from the customer journey.
Four audiences: managers, chefs, pubs/bars and owners. Each with their own buying process. The website needed to speak to all three differently. Each had different demands, especially in their customer journey.
Workshop into website design into digital marketing
New website — modern, professional, audience-segmented — with complex coding for “apply for a price” and rental enquiries inside the ecommerce environment.
CRM implemented. Attributionn plugin installed, so we knew where leads were coming from. Ecommerce launched (consumables first — cleaning products, spare parts) already generating sales without active marketing. Monthly strategic consultancy ongoing.
We’re Midshires’ strategic marketing partner. Fortnightly meetings to guide implementation, troubleshoot issues, and keep the digital transformation moving. We’re currently focused on CRM adoption and expanding the ecommerce offering. Next: pushing traffic harder once the systems are bedded in. They’ve broken through a significant turnover threshold for the first time, with the operations to scale further.
“It's been an invaluable tool in our kit.”
When the client
already has
a marketing team.
Doulton have a full internal marketing team. PPC manager, marketing manager, copywriter, project manager — the lot. We don’t need to own everything. We just need to make sure the SEO gets done properly, whether we’re doing it or their team is. That’s another business model we’re happy to work in.
Algorithm updates, the launch of a new site. The intro of AI.
Google rolled out major updates through 2024. Rankings shifted everywhere. Then Doulton launched a new website — with technical issues we’d rather not dwell on — and lost traffic the day it went live.
On top of that, AI Overviews started taking clicks from everyone in 2025. We needed to keep Doulton growing despite three big macro headwinds at once.
Audit. Guide. Recover. Optimise for both.
We audit regularly. We check for issues. We guide the internal content strategy. When Google rolls out updates we help them navigate without losing rankings. When their new site had technical issues, we recovered the traffic loss.
Critically: we’ve optimised for both traditional search and AI visibility. Schema, structured answers, entity linking. So even as AI Overviews eat clicks elsewhere, Doulton’s traffic is still growing.
Their team owns it. We make sure it gets done.
We’re not above their team. We’re alongside. The internal PPC manager runs paid, the copywriter writes. The project manager keeps the calendar and we bring the SEO discipline, the audit rigour and the early-warning system.
When you have a great internal team, we step into the gaps. Honesty over hours.
We work with Doulton on SEO every week, Tuesday 10:30am to be precise. Their internal team handles the rest of marketing, the setup proves a point we make on the SEO service page: we don’t need to own the whole stack to be useful. We can be the senior SEO brain sitting alongside your existing team, the early-warning system, the auditor, the strategic guide. Bring us in for the bit that’s easiest to get wrong.
“I took over with Father of 4 in place, after a full debrief it was clear they needed to stay our partner. ”
From small jobs
to £1.2m of leads
in 6 months.
Heads up, we don't work with Macaw anymore, no issue, all amicable. we started with Macaw when they were a startup. They knew a few people in the industry, had some contacts, could get small jobs — but no pipeline, no brand presence, nothing that would let them scale beyond word-of-mouth. They needed to go from “small jobs when we can get them” to “consistent pipeline of commercial washroom projects.” Fast.
A startup with contacts. Not a pipeline.
Word-of-mouth doesn’t scale. Especially in commercial washroom installation, where a buyer goes through procurement, compliance, and three quotes before signing.
They needed a brand presence, a quality website, and a paid + organic engine that would generate consistent enquiries from the audiences who had budget — not random retail browsers (or people needing a domestic plumber!)
Two full cycles. Not one. Because it mattered.
The big realisation: their on-site guys needed to be brilliant, not just competent. The grumpy ones letting standards slip had to go. Even as a startup, one bad install would kill their reputation before they’d built one.
And the audience wasn’t “businesses that need washrooms.” It was schools, offices, retail, and healthcare — each with different needs, different decision-makers, different purchasing processes. The site had to speak to all four.
Site. Keywords. Ads. Lead tracking.
Conversion-focused website with separate landing pages per sector (schools, offices, retail, healthcare). Each page addressing that sector’s compliance and decision-making process.
Keyword strategy mapped to how each audience actually searches. Google Ads campaigns — tight targeting on commercial projects, scaled as ROI proved out. Every enquiry tracked to source, every quote logged, CPL monitored obsessively.
Macaw have fled the Father of 4 ship, we agreed. Sometimes you need to know when to let accounts go to the next level. We are proud to have got them off the ground and moving.
“Thank you for everything you've done, we'll grab you a pint next time we see you”
Got any freebies? Yes.
We’re not scared of sharing what we know. Take our advice and implement it yourself, brilliant. Watch these and think “I need someone to do this for me,” even better. Either way you’re winning, and the tools are free.
Cost-per-lead calculator
Tap in your spend and your leads. See your true CPL across every channel in seconds, the number most agencies hope you never find.
Lifetime-value calculator
Work out what a customer is worth across every year they buy from you and the spend ceiling you can hit to win one.
30 days of CEO marketing tips
A short film a day for thirty days, aimed at directors who need to understand what their marketing team is actually doing.
What are we thinking?
The real stuff. Not “10 tips to boost engagement” clickbait. We call out the BS in our industry and share what twenty years of doing this has taught us. Here’s the last few.
Allow me to introduce you to … flip-flop marketing
What on earth is Corbett on about now? Unfortunately I’m seeing this happen so much at the moment, and it’s costing you…
Why AI tools shouldn’t have paid adverts — but they’re going to
Google’s testing ads in AI Overview results. Perplexity’s considering sponsored answers. ChatGPT’s exploring “promoted content”…
SEO is NOT dead
I’m writing this today because, quite frankly, I’ve seen blogs and threads claiming the opposite that should know better…
We lost a pitch for showing too many.
Apparently it was “overwhelming” and made the decision “too complicated.” Fair enough, so here are three. Detailed. On purpose. But if you’re thinking “only three clients?”, you should know we’ve also helped these:
People Puzzles HR Consultancy
Rebuilt their SEO strategy from scratch after their previous agency left a mess. Fixed technical issues, rewrote content, built proper local visibility. Now ranks for every HR consultancy search term that matters locally in key areas.
Zero Six Brew Co
We design all their beer labels and product packaging. Everything from serious craft beer branding to tongue-in-cheek illustrations like the Boris Johnson Covid beer. They brew brilliant beer. We make it look good on the shelf and online.
Ecommerce + tradespeople + manufacturers
Ecommerce businesses fixing technical SEO disasters. Local tradespeople who needed websites that actually generate leads. Manufacturers who’d been burned by agencies promising the world and delivering nothing.
Three detailed case studies apparently hit the sweet spot between “we’ve done nothing” and “this is overwhelming.” So read these three. If you want to hear about the others, ask, we’ll happily bore you with stories about space bars in Excel spreadsheets and the time we had to explain a CRM to a 60-year-old engineer.
Ask about another →