How quiet foundations doubled a local glazing company's search traffic in three months
The situation
Excel Glass is an established glazing company in Belfast, Northern Ireland, offering everything from composite doors to bespoke decorative glass. They had a website, but it wasn't working for them — slow to load, structurally weak for search engines, and invisible for the commercial search terms that actually bring customers through the door.
They weren't looking for a social media campaign or a rebrand. They needed the foundations fixed — quietly, properly, and without disruption to their business.
What we did
Technical repair
Site speed optimisation, fixing structural issues that were holding the site back in search results.
Google Business Profile
Regular posting and optimisation of their GBP listing to strengthen local search presence.
Content foundations
Targeted pages and posts designed to capture the specific terms their customers are searching for.
Structural SEO
Strengthening the site architecture so every page supports every other page in search.
No paid advertising. No social media campaigns. No noise. Just the invisible technical work that makes everything else perform.
The results — three months later
| Metric | Before | After | Change |
|---|---|---|---|
| Homepage clicks | 635 | 1,261 | +98% |
| Composite doors page | 89 clicks | 248 clicks | +179% |
| "UPVC front doors Belfast" | Position 10.7 | Position 6.0 | Page 1 |
| "Doors Belfast" | Position 29 | Position 14 | +15 places |
| Overall search position | 22.7 | 13.4 | +9 places |
| Total impressions (28 days) | 36,400 | 31,400 | Refined* |
*Impressions decreased slightly as the site's average position improved — appearing for more relevant, higher-intent searches rather than low-quality impressions on page 3+.
What this means
Excel Glass didn't change their business. They didn't start posting on Instagram or running Google Ads. The only thing that changed was the invisible infrastructure underneath their existing website.
The technical repairs and structural SEO work created the conditions for their service pages to climb — and they're still climbing. This is the kind of work that compounds over time, not the kind that stops the moment you stop paying for it.
"Outstanding results for Excel Glass. Since working with Lead IT Lab, we have seen a one-third uplift in monthly enquiries."
Jodene van Lienden
Excel Glass
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