Chatsworth Windows Website & SEO Case Study

Chatsworth Windows Website & SEO Case Study | Verum Digital

PROJECT OVERVIEW

Chatsworth Windows is an established window, door and home improvement company serving customers across Yorkshire and the North East.

When Chatsworth approached Verum Digital, their existing WordPress website was struggling to generate consistent enquiries. Many service pages contained limited information, the website lacked the depth needed to support organic search, and Google Ads traffic was not converting effectively.

The business needed more than a visual redesign. It needed a website that could properly showcase its windows, doors, conservatories, orangeries and wider home improvement services, while giving customers clearer routes towards requesting a quote.

Verum Digital designed and developed a completely new website using Payload CMS, expanding the site to more than 90 pages with detailed service content, improved navigation, location targeting and stronger conversion-focused layouts.

The project also included improvements to conversion tracking and the wider search marketing foundation. Verum Digital continues to support Chatsworth Windows with ongoing SEO, content improvements and search visibility work.

CHALLENGE 01
Replacing WordPress With A More Effective Website

Chatsworth Windows needed a website that could represent its full range of products and services while giving customers clearer information and a better route towards making an enquiry.

THE CHALLENGE

An outdated WordPress website with thin content and limited enquiries

The previous Chatsworth Windows website was built on WordPress and was no longer performing as effectively as the business needed.

Many of the service pages contained limited information, making it difficult to properly explain the differences between window styles, door options and larger home improvement projects.

The website was also generating only a couple of form submissions each week, despite investment in Google Ads. Visitors were arriving on the site but not consistently taking the next step.

Chatsworth needed a more comprehensive website that could support organic search, provide useful information and turn more visitors into enquiries.

THE SOLUTION

A 70+ page Payload CMS website built around products, services and enquiries

Verum Digital rebuilt the website using Payload CMS, creating a flexible platform with more than 70 pages covering Chatsworth's products, services and customer information.

The website was organised into clearer service categories, with dedicated pages for different window types, doors, glazing options, conservatories, orangeries and other home improvement services.

Pages were designed to provide more useful information, support relevant search queries and guide customers towards requesting a quote.

Payload CMS also gave Chatsworth a more flexible way to manage content, update service information and expand the website without being restricted by the limitations of its previous WordPress setup.

CHALLENGE 02
Turning Website Traffic Into More Enquiries

A larger website alone would not solve the problem. The rebuild also needed to improve conversion tracking, customer journeys and the effectiveness of traffic coming from Google Ads and organic search.

THE CHALLENGE

Google Ads traffic was struggling to convert and tracking lacked reliability

Chatsworth Windows was already investing in Google Ads, but the existing website was not making effective use of that traffic.

Conversion tracking was unreliable, which made it harder to understand campaign performance and identify which activity was generating valuable enquiries.

The website's limited content and weaker customer journeys also made it more difficult for visitors to find relevant information and move towards requesting a quote.

With only a small number of weekly form submissions, the priority was to create a website that could support paid advertising more effectively while building stronger long-term organic visibility.

THE SOLUTION

Conversion-focused pages, improved tracking and ongoing SEO

Verum Digital improved the website's enquiry journeys, creating clearer calls to action, more detailed service pages and a structure designed to support customers at different stages of their research.

Conversion tracking was also improved to provide a clearer picture of website enquiries and Google Ads performance.

Alongside the rebuild, SEO foundations were strengthened through more detailed content, better page structure, internal linking and dedicated pages for relevant products and services.

The results have been substantial, with website conversions increasing by approximately 300% and Google Ads generating conversions at around £32 each.

Verum Digital continues to work with Chatsworth Windows on SEO, improving existing pages, developing useful content and expanding relevant search opportunities.

What We Delivered

The project combined SEO, website redesign work and customer journey improvements to create a stronger foundation for search visibility and enquiries.

Custom Payload CMS website

Designed and developed a new Payload CMS website to replace WordPress, providing a flexible foundation for content management and future development.

70+ pages of website content

Created a comprehensive website structure with dedicated pages for windows, doors, glazing, living spaces and supporting customer information.

SEO-focused page structure

Improved service content, metadata, internal linking and page organisation to support more relevant organic search visibility.

Conversion-focused customer journeys

Improved important pages so they better supported relevant search intent and customer decision-making.

Google Ads conversion tracking

Improved conversion measurement to support more reliable reporting and a clearer understanding of paid advertising performance.

Ongoing SEO improvements

Continued SEO support covering content improvements, search performance, internal linking and opportunities to increase relevant organic visibility.

Project Outcome

The new website gave Chatsworth Windows a significantly stronger digital foundation, replacing an outdated WordPress setup with a more comprehensive, conversion-focused Payload CMS platform.

With over 70 pages, the website now provides much clearer information about the company's products and services, helping customers research their options and move towards requesting a quote.

The improvements to page structure, enquiry journeys and conversion tracking have helped increase conversions by approximately 300%, while Google Ads conversions are being generated at around £32 each.

Beyond the initial rebuild, Chatsworth Windows continues to benefit from ongoing SEO support. Verum Digital is developing existing content, improving internal linking and building more useful search-focused resources to support long-term organic visibility.

The project demonstrates how web development, SEO and paid advertising can work together to create a website that is not only better presented, but more effective at generating business enquiries.

Need a website that generates more enquiries?

Whether your current website is struggling to convert, your service pages need improving or you want web development and SEO working together, Verum Digital can help build a stronger foundation for generating enquiries.

Chatsworth Windows Website & SEO

PROJECT OVERVIEW

CHALLENGE 01
Replacing WordPress With A More Effective Website

An outdated WordPress website with thin content and limited enquiries

A 70+ page Payload CMS website built around products, services and enquiries

CHALLENGE 02
Turning Website Traffic Into More Enquiries

Google Ads traffic was struggling to convert and tracking lacked reliability

Conversion-focused pages, improved tracking and ongoing SEO

What We Delivered

Custom Payload CMS website

70+ pages of website content

SEO-focused page structure

Conversion-focused customer journeys

Google Ads conversion tracking

Ongoing SEO improvements

Project Outcome

Need a website that generates more enquiries?

Website & Marketing Statistics

Conversion growth

300%

Google Ads

£32

Ongoing support

SEO

Services Used

Google Ads

Marketing

SEO

Web Design

Web Development

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