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Fire Safety Equipment

Fire Safety Equipment provide a comprehensive range of fire safety products, fire extinguishers, fire signage, fire blankets and fire alarm products.

186%Increase in Organic Traffic
8xIncrease in Conversion Rate
140%Increase in Return-on-Ad Spend

Fire Safety Equipment

Fire Safety Equipment is a leading fire protection, safety and security company. Providing all the right fire safety equipment in one place for commercial and industrial operations both large and small, as well as homeowners and landlords. Selling their superior products online to both B2B and B2C, it was particularly the online sale of fire extinguishers that the client wanted to develop.

What did we do?

Fire Safety Equipment’s goal was to develop a new route to market for their products, as they previously only sold via lead generation or to existing customers. Their ecommerce site had already been expertly built by Adtrak web developers, so it was a combination of marketing services used to further improve results. Our marketers employed a strategy including ecommerce development, PPC (Google Shopping), SEO, CRO and content marketing.

Initially, the focus was on improving the ecommerce conversion rate. Through a period of testing and analysis, we were able to further improve efficiency of the website. For example, we introduced an abandoned cart recovery email, whilst also integrating reviews.io, including an automated review capture. Once the goal conversion rate was achieved and profitable ROAS were established, our team was able to scale this to increase turnover. 

By working on long-tail keywords, we were quickly able to generate immediate results for the client. In addition, the ongoing focus on more competitive terms saw a steady improvement over a period of time. This was done via in depth keyword research at the development stage. This enabled us to identify keyword opportunities other competitors had not thought of. Furthermore, we also produced extended landing pages to further build on rankings. 

The results

The results achieved for Fire Safety Equipment are superb. Year on year, the site saw a vast 186% increase in organic traffic and an incredible 800% increase in conversions. Return-on-Ad spend saw another huge improvement, with a 140% increase.

Our marketing team continues to work alongside the client and their ambitious company goals. Going forward Fire Safety Protection continues to invest in all of our services and utilise Adtrak’s skills as a full service agency to help grow their business further. 

Want to know more?

Fill in the form below and one of our expert team will be in touch to discuss your needs.

  • Dedicated client teams
  • Nationwide account team
  • Full service agency

Our starting point is you. We spend time getting to know your business, its challenges and your goals.


We listen, then we create. We explore different approaches, techniques and strategies based on your needs.


Our experts work collaboratively to build a complete and effective web design and digital marketing solution.


We prioritise measurable results and will report, analyse, test, assess, tweak and develop continuously.

Get in touch today on 0115 959 8900 or Contact Us

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