We took over Trace Basement Systems' outdated WordPress website, transitioning their content to a modern WordPress theme. This process included the addition of new photo assets and a fully responsive design to ensure an optimal user experience across all devices.

Marketing Analysis & SEO Strategy

Once we gained control of their content, we performed an in-depth analysis to identify Trace’s strengths and weaknesses in digital marketing. Our focus was to optimize the website to drive sales by leveraging SEO and social media strategies. We analysed existing keyword rankings and identified high-opportunity, business-driving keywords that were missing from their content. We then developed new, targeted content to capture these opportunities.

At this point, Trace Basement Systems was not ranking for many relevant, high-value keywords—especially long-tail keywords that could bring in highly targeted, intent-driven traffic.

Continuous Optimisation

Over the following year, we consistently refined the website, optimising both content and the user experience to attract better-qualified leads. Given the nature of the business—fixing damp basements and mouldy walls—we emphasised authenticity over aesthetics. We shared real-world images of their team in action, reinforcing buyer trust in the company’s hands-on expertise.

Additionally, we worked with Trace’s team to create engaging, personality-driven content for social media. This led to substantial growth in social followers, increased engagement (shares and likes), and heightened brand visibility.

Migration to Webflow

While WordPress served its purpose, we recognised that Webflow offered superior flexibility and control. We executed a large-scale migration of over 250 pages—seamlessly transitioning Trace’s services and blog content to a Webflow framework. This upgrade allowed for faster updates, more sophisticated design elements, and greater responsiveness.

AI-Driven Optimisation & Content Restructuring

With AI rapidly transforming the search landscape, it became crucial to adapt Trace’s content strategy. Much of the existing content was authored by in-house experts but was too conversational and lengthy for modern, generative search algorithms. We restructured and condensed the content, making it more accessible for AI-driven search engines while maintaining the expertise and authority of the original writing.

To complement this, we launched a new version of the website designed to:

• Target the right audiences for high-value projects
• Optimise for generative search by leveraging snippet-friendly content formats
• Improve conversion rates with enhanced CTAs and lead-qualifying forms
• Showcase exceptional case studies to build credibility and trust