How We Helped Lawton Tubes Increase Monthly Visitors by 1,003%

The client #

An award-winning copper supplier that’s been around for over 100 years. Picture this: a family-owned business founded in the early 1900s.

Fast forward over a century, and they’ve grown from a small local supplier to a heavyweight in British manufacturing, spanning the plumbing, refrigeration, and medical gas industries. They’ve racked up awards, pull in over £100 million in yearly turnover, and become a household name.

But they had their eyes on a bigger prize: the European and Middle Eastern markets. That’s where we stepped in.

The problem #

Their website wasn’t built for global expansion. International traffic was too low, and buyers outside the UK weren’t finding them online — most of what traffic they had came from branded search alone.

Underneath that, the site had accumulated the kind of technical debt that quietly caps growth: broken links, slow page speeds, and crawl errors. Hundreds of pages were missing meta descriptions, with no clear keyword targeting across product and category pages.

If they wanted to break into new regions, they needed an SEO strategy built for it.

The solution #

Technical SEO #

A website this size had its fair share of technical issues — broken links, slow page speeds, and crawl errors were all holding back their rankings. We jumped on these immediately:

• Fixed hundreds of broken links, so both users and search engines had a smooth experience navigating the site.
• Compressed images and optimised code to dramatically improve page load times.
• Resolved technical issues like robots.txt errors, and improved internal linking so search engines could crawl and index the site more easily.

On-page SEO overhaul #

Hundreds of pages had no meta descriptions, and the key search terms the company wanted to rank for were nowhere to be found. We started with in-depth keyword research to identify opportunities across every product category, then:

• Optimised page titles, meta descriptions, and headers to align with those keywords.
• Assigned specific keywords to individual product and category pages, rather than reusing the same targets everywhere.
• Added internal links to create a more cohesive site structure, improving both user experience and SEO performance.

We secured a top 5 ranking for the highly competitive copper tubes keyword — pivotal to the company’s core business.

Content strategy #

In their line of business, expertise matters, so the content strategy was built to showcase their authority. We interviewed engineers, sales teams, and management, and turned those insights into:

• Case studies showcasing their work on large-scale construction and infrastructure projects.
• Detailed product guides and technical specifications for engineers and decision-makers.
• Blog posts and resources exploring the company’s commitment to sustainability.

Visitors who landed on the site were now far more likely to convert, because the content actually spoke to what they needed.

International SEO campaign #

International SEO is tough — the name of the game is understanding local search intent, behaviour, and nuance. We started by running a Google Ads campaign to learn which phrases resonated with audiences abroad, then used that data to build a long-term organic strategy:

• Localised content for each country — not just translated, but culturally relevant and optimised for local search engines.
• Optimised metadata, headings, and copy to align with keywords in each region.
• Tackled technical SEO challenges like hreflang tags, to make sure the right language page showed up for the right audience.