350% Boost in Search Traffic for New Timberlook Website

About Timberlook / AWS

Affordable Window Systems, based in Lancashire, are one of the UK’s biggest manufacturers of uPVC and aluminium glazing systems. They created the sub-brand ‘Timberlook’ to cater for the growing heritage market – windows and doors which match the look and feel of timber for Britain’s many historic properties. This brand delivers more than just aesthetics – it also features innovative technologies, like flush sash windows, concealed trickle vents, Timberweld sealed frames, engineered mid rail door section and high thermal efficiency relative to their timber frame counterparts. Timberlook is positioned at a lower price point than the timber equivalent, with less upkeep required, reducing lifetime costs.

Our Challenge

Timberlook take a two-pronged approach to their marketing – not only targeting installers with B2B comms, but also creating demand for their products with B2C campaigns. By targeting consumers directly, but selling through an installer network, Timberlook keep an eye on the market, identifying new trends as they’re happening. This allows them to respond to demand, creating new products that tap into these emerging trends. The strategy helps nurture their installer relationship, as Timberlook passes on B2C leads directly, reducing the cost of the installers’ own marketing, whilst creating a pull-through effect for their manufactured products.

Purplex were tasked with taking on this two-pronged approach – creating both B2B and B2C marketing material in coordination with the team at Affordable Windows. This involved running campaigns across email, PPC, SEO, PR and social channels, then seamlessly feeding leads back into the AWS system. The previous, bare-bones website also needed a design and content update.

The Website

Our first priority was updating the website to help improve online performance. Our redesign now matches the premium, high-design feel of their products, creating a seamless customer experience for both dealers and consumers. This has been the foundation of the rest of our marketing efforts, helping to improve lead generation due to a higher quality experience.

After the site was built, we continued working on its SEO, with a complex strategy including creating many, automatically-generated, location-specific landing pages. We also manually edited individual pages to improve search engine optimisation, created monthly, market-relevant content, while optimising user experience and conversion rate across the site. This holistic strategy delivered a 500% increase in search impressions and a 350% increase in clicks from search within one year.

B2B/B2C Approach

The remaining challenge was two-pronged, so we split our marketing efforts between B2B (‘pull-through’) and B2C (‘push-through’) strategies.

For B2B, our PR team placed 64 pieces of coverage in the glazing press, reaching an audience of 75,000 offline and 13,700 online. E-newsletter comms reached a further 37,000 readers within the glazing sector. Highlights included a feature in Glass Times, reaching 10.5K readers, which described in detail how Timberlook helps their dealers generate free leads.

For our dedicated B2C campaign, we focused heavily on PPC – our experience as a Google- and Microsoft Partner agency allowed us to deliver industry-leading lead generation. The nature of Timberlook’s windows mean that many customers require an entire house to be refitted in the same style. This increases the average order value, making our cost per conversion of just £39 (below the industry average) exceptionally good value. As Head of Marketing, Amelia Gaughan, describes above, we also ‘managed to double [their] lead count’. 

Our email marketing performance was exemplary, with an open rate of 47%, which is 33% above the industry average. Meanwhile, our social strategy maintained their Pinterest performance, delivering 9.3 million impressions from Nov ‘23 to Sep ‘24 on that platform alone. Social media as a whole delivered over 230 form submissions in one year.