Transforming Online Presence for Potters Carpets & Beds
We’re delighted with our new website. It’s transformed our online presence and significantly boosted customer engagement and sales. Loop Digital’s expertise has been invaluable.
Cory Beange — Potters Carpets & Beds
Primary Objectives and Challenges of the New Website
- Optimise SEO Performance: Improve search engine rankings to drive organic traffic, increase visibility for relevant keywords, and implement an effective PPC and SEO strategy to maximise conversions and revenue growth (+£1,000,000 over 24 months).
- Enhance User Experience: Develop a stylish, attractive, and engaging website with a seamless, user-friendly interface, ensuring easy navigation and clear calls to action to improve engagement and conversion rates.
- Expand E-Commerce Capabilities: Build a superior Custom WordPress website with WooCommerce integration, enabling online purchases for key products while driving in-store enquiries for select items to increase overall sales.
- Ensure Full Device Compatibility & Speed: Create a fully responsive website optimised for all devices, using high-performance hosting to ensure fast loading speeds and a reactive online experience.
- Integrate Advanced Features & Customer Engagement Tools: Implement a search bar, product filters, product variations display, stock control API, WhatsApp/Chatbot for customer support, shortlist feature, and delivery fields to enhance usability and customer satisfaction.
- Strengthen Brand Presence & Market Authority: Develop a distinctive and engaging website that sets Potters Carpets & Beds apart from competitors, focusing on high-quality carpets, flooring, and beds while reducing accessories to reinforce brand identity.
- Increase Lead Generation & Business Growth: Improve conversion rates by streamlining the user journey, incorporating a login area for data capture, and integrating social media links (Facebook & Instagram) to drive traffic and enhance customer engagement.
Loop’s Strategy
To address the challenges faced by Potters Carpets & Beds, Loop Digital implemented a comprehensive digital strategy focused on enhancing user experience, improving SEO performance, and maximising conversions. The project began with UX/UI Research and Design, where in-depth user research was conducted to create an intuitive and visually engaging website. Understanding customer behaviour allowed us to develop a seamless, user-friendly interface that encourages engagement and drives conversions.
A key focus was building an SEO-friendly site structure, ensuring logical navigation that improves both user experience and search engine visibility. By optimising crawlability, indexation, and site structure, we enhanced organic rankings while making it easier for customers to find the products they need. Additionally, mobile optimisation was prioritised, ensuring the website is fully responsive across all devices. This approach significantly reduced bounce rates and provided a smooth shopping experience.
We employed Conversion Rate Optimisation (CRO) strategies to maximise lead generation and sales. This included the implementation of clear calls-to-action, streamlined navigation, and a refined e-commerce setup with WooCommerce integration, enabling both online purchases and in-store enquiries. The site was further enhanced with advanced features such as a search bar, product filters, stock control API, WhatsApp/Chatbot support, social media integration, and a login area for data capture, improving both user engagement and business operations.
A dynamic digital marketing strategy encompassing SEO, PPC, and ongoing campaign management was put in place. Our approach included competitor analysis, keyword research, backlink audits, and link acquisition strategies to improve search visibility. Through budget management, auction insights, and ad copy refinement, we fine-tuned paid campaigns for higher conversions. We also reviewed negative keywords, optimised ad extensions, and improved quality scores to enhance ad performance. Regular monthly reporting ensured continuous monitoring and data-driven adjustments.
As part of our ongoing strategy, we implemented Google My Business (GMB) tuning, citation analysis, and analytics configuration with goal tracking to further refine marketing efforts. By employing content strategies, metadata setup, and authoritative link acquisition, we strengthened Potters Carpets & Beds’ market presence in Leicester, setting them apart from competitors. Our holistic approach has established a strong foundation for long-term growth, ensuring increased traffic, higher conversion rates, and greater brand authority.
Potters saw a 79% increase in Organic Search Traffic in the past 12 months.
The Results
The new website for Potters Carpets & Beds delivered significant improvements in search visibility, user engagement, and overall business performance.
Organic Traffic Increase: A 79% rise in organic search traffic over 12 months, increasing from 855 visitors in March 2024 to 2,077 in February 2025, reflecting the impact of our SEO strategy and site optimisation.
Authority Score Improvement: The authority score improved from 9 in March 2024 to 22 in February 2025, demonstrating increased credibility and trustworthiness in search engine rankings.
Keyword Rankings: The website now ranks for 910 keywords, up from 443, leading to higher search visibility. Notable keyword improvements include:
Up 8 positions
"Carpet Shops in Leicester"
Up 21 positions
"Flooring Services"
Up 36 position
"Affordable Beds"
Overall Visibility: The website achieved an 8% increase in search engine results page (SERP) visibility from April 2024 to February 2025, strengthening Potters Carpets & Beds’ online presence and competitive edge.
Post-website modifications, the site recorded 14.7K total clicks and 1.03M total impressions. The steady increase in clicks and impressions highlights the success of our SEO and content strategies in driving more qualified traffic to the site.
Through strategic SEO, PPC optimisation, and a user-focused redesign, the new website improved visibility and enhanced customer engagement, increased conversions, and reinforced Potters Carpets & Beds as a market leader in Leicester.
Google Search Console Results
Looking at the last 6 months period vs previous 6 months we can see the clicks almost doubled (+73.24%) and impressions increased 73.56% as well. Even though the website has started ranking for more searches and keywords the average position also improved by 17%
Future projects moving forward
Loop Digital is continuing to enhance Potters Carpets & Beds’ online presence through several ongoing projects:
- Branded Pages Development: Currently working on creating branded pages for prominent brands such as Amtico and Cormar. This will further solidify Potters Carpets & Beds’ position as a leading retailer of these brands in the Leicestershire area.
- Content and SEO Enhancements: Ongoing efforts to improve topical authority and traffic through regular blog posts and SEO optimisation.
- Integration and Performance Monitoring: Ensuring seamless integration with analytics tools to monitor performance and make data-driven decisions.
- User Experience Improvements: Continuously refining the website to ensure it remains user-friendly and responsive, aligning with evolving user needs and preferences.
Authority Score March 2024: 9
Authority Score February 2025: 22
About Potters Carpets and Beds
Potters Carpets & Beds is a family-run business based in Leicestershire, renowned for its extensive range of high-quality carpets, beds, flooring, and interior furnishings. With over 160 years of experience in the industry, they have established themselves as a trusted name in Leicester. The company prides itself on offering products from leading brands, ensuring that customers receive the best quality and service.
Potters Carpets & Beds operates from its superstore in Anstey, where customers can explore a vast selection of products, including carpets, flooring, beds, and rugs. The business is committed to customer satisfaction, taking pride in listening to customer needs and providing personalised recommendations. Their recent addition, Beanies Soft Play & Cafe, located on the second floor of their building, adds a unique dimension to their offerings, making them a welcoming destination for families.
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