Drainfast

20% increase in organic purchases in under a year

A year after the launch of their new website, the team at Drainfast were dissatisfied with its slow growth (don’t worry, Sherbet Donkey didn’t build the website). They were looking to ramp up online sales and push up average order value, and they wanted to do it quickly. That’s where we came in.

Services:

Duration

1 year 7 months

Sector

Commercial Services

AI search growth in 12-months

415
126
June 2025 Today

Results that quickly moved the needle

Very quickly, we were able to show measurable improvements to Drainfast in a number of key areas, including an increase in organic purchases. Our year-on-year stats say it all:

0

Appearances in Google's AI search results

0

High-value keywords ranking in Google's Top 3

+0%

Increase in web visitors to the primary service page

+0%

Increase in sales

Nailing the fundamentals and optimising for revenue, not just traffic

Having already invested in a new website, Drainfast were concerned that its performance wasn’t matching their expectations. Their rankings were inconsistent, core pages were competing against each other in search engine results and their customers weren’t reaching key pages quickly enough.

To achieve the stronger engagement Drainfast desired, with higher value orders and a site that converted efficiently, we got to work fixing the fundamentals. That meant refining existing content, reducing keyword overlap, improving navigation and strengthening the technical SEO foundations behind the scenes.

What we did to increase conversions and order value

Strengthened category pages

We expanded and tailored the content across key category pages, adding relevant, intent-driven copy and FAQ sections that answer real buyer questions. This improved the relevance of each page for commercial search terms and helped customers make faster buying decisions.

Reduced keyword cannibalisation

Through detailed keyword mapping and internal linking improvements, we stopped multiple pages from competing against each other. This allows search engines to understand the true hierarchy of the site and show only the most relevant page in SERPs, which also helps boost and stabilise rankings.

Improved navigation and conversion flow

We reduced the number of clicks required to reach core product categories across the site, and introduced much clearer calls to action. Making key products easier to find and improving the journey from arriving on the site to the moment of purchase has delivered a much improved user experience (UX) across the site.

Fixed technical barriers behind the scenes

We cleaned up technical SEO issues that were limiting website performance and added clear signals to help search engines properly understand Drainfast’s products and categories. This made it easier for the right pages to rank and supported stronger results across key searches.

Now the real growth begins

By removing keyword overlap and simplifying the core route to products, we made the buying journey considerably simpler. Customers can now find what they need faster, trust what they’re seeing and move to purchase with less friction. The site is clearer, more focused and aligned with genuine search intent.

Now that we’ve fixed the fundamentals of their website, Drainfast has a much stronger platform to grow from. With solid technical foundations and a cleaner structure in place, we can focus on expanding visibility, strengthening authority and driving even greater organic growth. It’s what we do.

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