EverEdge is the UK’s first-ever lawn edging company and a true global leader in their sector. But following the successful launch of their new website, they found themselves facing a challenge common to many premium brands. Their growing market space was suddenly being flooded with cheaper, budget competitors.
Their immediate goal was to increase both domestic (B2C) and commercial (B2B) sales without dropping their prices or eroding their premium brand equity. They needed to solidify their positioning and protect their margins against aggressive, lower-quality alternatives.
Combining SEO, PPC and CRO, this is the strategic performance approach we took to distance them from the competition and drive visible commercial growth.
The foundation: Technical SEO
Because the market was highly competitive, we began by overhauling EverEdge’s technical SEO foundation. The first step was to implement advanced structured data across their product catalogues, allowing search engines to fully understand the premium nature of their products and generate ‘rich results’ in Google.
These rich results pull star ratings, precise pricing and availability directly into the search engine results pages (SERPs), presenting users with key information at a glance. This meant EverEdge’s premium listings visually outclassed the plain-text listings of their budget competitors, creating immediate trust and driving high-quality brand engagement.
The strategy: Efficient PPC
As for pay-per-click ads (PPC), when fighting budget options, a scattergun approach only drains budget on bargain-hunters. For EverEdge, their PPC strategy needed complete efficiency.
We restructured their ad accounts to specifically target high-intent domestic and commercial buyers searching for durability, quality and expertise. By establishing a solid strategy focused purely on efficiency and Return on Ad Spend (ROAS), every pound of EverEdge’s budget was put to work capturing prospects who valued a premium product over a cheaper shortcut.
The conversion: Data-driven CRO
But generating the right traffic is only half the battle. Once users landed on the new website, we needed to make the most of that traffic by creating a completely frictionless purchasing experience.
Using user behaviour tools like Hotjar, we launched a targeted Conversion Rate Optimisation (CRO) project. By analysing real user data, we identified exactly where the friction was and made strategic changes:
- Simplifying the homepage: Clarified navigation so that both B2B and B2C users could instantly find their specific purchasing journeys.
- Restructuring product pages: Changed the layout to bring critical buying information higher up the page, removing cognitive friction.
- Injecting trust signals: Heavily integrated customer reviews and prominent ‘Made in Britain’ credentials to justify the premium price tag. Also began building out detailed author profiles for the team on the blog, showcasing their industry expertise.
The result: Growth
The success of this project proves that premium brands don’t need to lower prices to compete. By combining technical SEO, highly efficient PPC and data-driven user journeys, we helped EverEdge achieve:
- 20.7% increase in total revenue
- 24x Return on Ad Spend (ROAS), proving the efficiency of targeting high-intent buyers
- 60.7% increase in brand visibility in the SERPs, dominating the digital real estate
- 22% increase in clicks (brand engagement), proving that structured data wins the click over budget alternatives
Protect your premium positioning
EverEdge refused to drop their standards. Instead, they raised their digital presence and the market responded.
This strategic campaign for EverEdge demonstrates the power of combining a beautiful brand with a relentless, data-driven performance strategy. Whether you’re selling premium physical products or high-end B2B services, this is how you protect your brand from cheap competitors and scale your revenue.
If you’re facing a crowded market and want to find out how a targeted SEO, PPC and CRO strategy could protect your margins, feel free to get in touch. Let’s build a digital ecosystem that drives real commercial growth.
