An SEO-first program drove 206% YoY clicks at peak season and 74% higher conversions, beating Dino Decking's seasonal growth targets by 114%.
Dino Decking Ltd specializes in eco-friendly composite decking made from recycled wood and plastic, offering durable, low-maintenance solutions that withstand harsh weather while reducing environmental impact. Known for excellent customer service and a wide product range — from boards and trims to accessories — they cater to both DIY homeowners and large-scale projects.
Competing with larger national brands, they faced challenges with limited digital visibility. With seasonal sales peaks requiring stronger online presence, Dino Decking partnered with Redefine Web to boost organic visibility, improve rankings, and drive consistent, measurable online growth.
Despite a strong brand and eco-friendly product line, Dino Decking struggled to rank for high-value commercial keywords. Competitors like Neotimber and Cladco had stronger digital authority, securing top positions for critical decking-related searches.
Internally, Dino Decking lacked the resources to maintain a consistent SEO strategy. Their website functioned but had no structured optimization plan, leaving keyword gaps, weak content targeting, and stagnating organic growth. Content wasn't optimized to capture key informational searches.
Seasonality worsened these issues. With demand peaking in warmer months, missing visibility during this window meant losing valuable buyers. Technical audits also revealed inaccurate data tracking, making it difficult to measure performance or ROI.
Redefine Web applied a streamlined SEO-first strategy aimed at driving organic gains quickly and measurably. We began with comprehensive audits — covering GA4 analytics accuracy, technical SEO, and an in-depth content performance assessment.
From there, we prioritized optimizations for high-revenue URLs that were close to cracking page-one rankings, strengthened product-focused landing pages, and used a pillar-cluster model to enhance authority around commercial priorities. Digital PR helped secure reputable backlinks, while technical refinements ensured no crawl or indexing blockers hindered performance.
Dino Decking exceeded its growth forecasts by 114%. With a 206% clicks lift, 74% conversion boost, and stronger keyword rankings, the business cemented its digital footprint while outperforming much larger competitors in peak-season periods.