Case study · Insulation & retrofit
92.8% more website users for Westville Group
SEO, website marketing and an ongoing content programme built around Westville’s B Corp journey — turning a certification milestone into a year-long story that keeps earning attention.
- 92.8% More website users Year on year, almost double
- 72.2% More sessions Across all acquisition channels
- 58.6% More enquiry events Traffic growth converting into contact
- 16.9% More direction requests Google Business Profile local intent
An established business with a story it was not telling
Westville Group has been improving properties since 1988 — external wall insulation, cavity wall, loft and roof insulation, solar panels and air source heat pumps, across both residential and commercial projects. Nearly four decades of doing serious work in a sector that has become genuinely important.
The challenge was not credibility. It was visibility, and the fact that a substantial part of what makes Westville distinctive — its commitment to sustainability and its pursuit of B Corp certification — was barely present on the website at all.
Our work has combined SEO, website marketing, local search and a sustained content programme, with performance tracked through GA4 and Google Business Profile.
Treating B Corp as a story, not an announcement
Most businesses treat a certification like a press release. It goes out once, gets a handful of views, and disappears. We took the opposite approach with Westville’s B Corp journey and built it into an ongoing content theme with a beginning, a middle and a genuine sense of progress.
That meant Our Road to B Corp content explaining why Westville is pursuing certification, regular progress updates documenting the impact assessment, and pieces covering each of the areas B Corp actually measures — governance, workers, community, environment and customers. We paired it with customer-focused messaging explaining what the journey means for the people Westville works for, and supporting email content to bring existing customers along.
The content programme
A story with somewhere to go
Each update gives readers a reason to come back — and gives search engines a growing body of genuinely relevant content around sustainability and retrofit.
The work
Where the effort went
- Ongoing SEO to improve organic visibility and acquisition
- Website content developed around real customer search journeys
- Key landing pages improved for traffic and conversion
- Content strategy aligned to services and brand positioning
- The B Corp journey built into an ongoing content theme
- Governance, workers, community and environment content
- Email marketing content supporting the same narrative
- Google Business Profile optimisation and monitoring
The results
The figures below compare 1 January to 12 August 2026 against the same period in 2025, measured in GA4. Organic and direct remain the primary acquisition channels.
The results
Growth across acquisition and enquiries
Year-on-year change. Enquiry events grew faster than sessions — the sign of traffic that is relevant rather than merely plentiful.
The strongest improvement is in new user acquisition, with total users almost doubling year on year. That indicates the SEO and content activity is reaching a substantially larger audience than before. The growth in returning users matters too — it suggests the content is worth coming back for.
The 58.6% increase in enquiry key events is the number we care about most. Traffic growth on its own is a vanity metric; traffic growth that produces more enquiries is a commercial result.
Local search
Google Business Profile performance improved alongside the website, with interactions up 5.0%, calls up 5.6% and direction requests up 16.9%.
Direction requests showing the strongest growth points to increased local intent — people finding Westville through its profile and taking a concrete step towards getting in touch.
Ongoing partnership
What we handle month to month
Visibility, then enquiries, then reputation
Westville’s marketing has moved beyond simply generating traffic. The chain now runs from SEO to content, to website visibility, to local search, to user acquisition, to enquiries — with each link measurable.
The B Corp content programme has given Westville a platform for communicating what it actually stands for, and a growing library of content that keeps working long after publication. The next stage is converting the increased traffic more effectively — strengthening high-intent service pages while the organic visibility keeps building.
We work with several businesses in the energy efficiency sector — you can also read how we helped energy consultancy R2G grow organic sessions by 434% from a standing start.
Got a story you are not telling?
Most businesses are sitting on content worth publishing and do not realise it. We will take an honest look at your website and your search visibility, then tell you exactly where the opportunities are. No jargon, no lock-in contracts.
