NLC Timber Products [Case Study]

NLC Timber is a comprehensive shed building supplier providing quality garden building materials. We have worked with NLC for just over 15 years, doing everything from building their site, covering a business location change, managing PPC, SEO, and more.

The Challenge

Throughout our time working for NLC, they have faced fierce competition from major UK retailers like Travis Perkins and Wickes. As a specialist timber supplier operating from their base in Hutton Cranswick, they needed to increase their visibility against these established brands and grow their market share in the competitive building materials sector.

Our Brief

To significantly improve NLC’s search engine rankings and drive qualified organic traffic from Google, establishing them as a market leader in the shed building materials space.

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Organic Visitors PA

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SEO ROI

Our Approach

We implemented a comprehensive SEO strategy that included:

Technical SEO

We conducted a complete website audit and made technical improvements to enhance site structure for better crawlability. Our team focused on page speed enhancements across the Shopify platform and ensured mobile responsiveness was optimised for all users.

On-Page Optimisation

Through extensive keyword research targeting high-value terms like “shiplap timber,” we optimised product and category pages with informative, SEO-friendly content. We improved meta data across all crucial pages and optimised images with appropriate alt text to boost visibility.

Gallery Pages

We knew the best way to showcase the products was to create gallery pages where customers could see real examples of them in action. We created individual gallery pages for the main products, providing a way for users to gain inspiration for their own outside space, and find the perfect products to do it through the site.

Google Business Profile Optimisation

After moving location, their Google Business Profile had incorrect address information and minimal details. We corrected this information, added comprehensive business details and uploaded high-quality images of products and premises.

Content Strategy

We developed informational content focused on shed building techniques and created detailed guides that positioned NLC as industry experts. Their blog now features helpful articles like “What Is The Best Cladding For A Summerhouse?” and “5 Great Ways to Use a Gazebo in Your Garden,” enhancing their authority in the garden timber sector.

Our seasonal content aligned with peak purchasing periods, while comprehensive FAQ sections addressed common customer queries, improving both user experience and search visibility.

Keyword Performance

Our SEO strategy has secured dominant positions for NLC across a wide range of valuable industry terms:

Top 3 Rankings

NLC now holds a coveted position in the top 3 for key high-value keywords including:

“Doors for a summer house” (Vol: 9,900)
“Shed shiplap cladding” (Vol: 2,900)
“Timber pergolas” (Vol: 1,900)
“Timber shiplap” (Vol: 1,600)
“Wooden ponds” (Vol: 590)

Search Intent Targeting

Our strategy particularly excelled at capturing both informational and transactional search intent, ensuring NLC appears at every stage of the customer journey. This comprehensive coverage has contributed significantly to their increased market share.

Competitive Terms

Most impressively, NLC now outranks major retailers like Travis Perkins, Wickes, and B&Q for these profitable product categories, despite these competitors having significantly larger marketing budgets.

The Results

Our comprehensive SEO and digital marketing strategy delivered exceptional results:

Traffic Growth

Over the course of us working with NLC Timber the business has gone from strength to strength, building a strong foothold and occupying good positions in many of the serps for high volume, relevant keywords. In 2025, traffic continues to grow, with a 21% yearly increase in organic sessions compared to previous periods.

Revenue Impact

In 2025, sales have increased by more than 20% in revenue directly attributable to our SEO efforts. The impact was so significant that in April 2025, the client had to double their lead time due to unprecedented order volumes. Their highly popular garden timber products, including pergolas, gazebos, and decking kits, experienced such high demand that production capacity was stretched to its limits.

Long-Term Partnership

Our over 15-year partnership with NLC demonstrates our commitment to sustainable growth strategies. Rather than quick fixes, we’ve built a robust digital foundation that continues to deliver an exceptional SEO ROI of many thousands of pounds year after year.

As NLC has expanded their business, moved locations, and transitioned from website to website, we’ve adapted our strategy to ensure they maintain competitive advantage in new market segments.

Find out more about our SEO services here.

Case Studies

Beating the Big Brands: How Strategic SEO Grew NLC Timber’s Revenue by 20%+