Exterior of a timber and builders merchants warehouse with stacked wooden products.

WEBSITE MIGRATION, SEO AND GOOGLE SHOPPING FOR A NATIONAL MERCHANT

HOW WE MIGRATED COVERS’ ECOMMERCE SITE AND DELIVERED 147% YEAR-ON-YEAR GROWTH

Covers Timber & Builders Merchants is a long-established, multi-branch business supplying over 5,000 products to the trade and public. With a new Magento site in development and a domain switch on the horizon, they approached boxChilli to handle the end-to-end SEO, mitigate risk and drive growth post-launch.

Our role was to preserve Covers’ strong visibility while optimising the ecommerce potential of their new site. That meant a carefully managed migration, a data-led SEO strategy and ongoing optimisation of both product performance and branch visibility across Google Search and Google Shopping.

147% YEAR-ON-YEAR USER GROWTH (POST-MIGRATION)
146% INCREASE IN ECOMMERCE REVENUE
SUCCESSFUL ECOMMERCE WEBSITE MIGRATION

Overview

A COMPLEX MIGRATION WITH MULTI-SITE STAKEHOLDERS AND A DOMAIN SWITCH

Covers had been operating online for years, but their .biz domain and legacy platform no longer reflected the scale or potential of the business. With a website migration to Magento and a new .co.uk domain planned, there was a significant SEO risk – rankings, traffic and sales could all suffer without expert oversight.

The complexity went beyond SEO. Covers needed a website that would perform across product, branch and campaign levels all while being fully integrated with third-party systems and set up to scale.

Key Results

BUILDING THE FOUNDATIONS FOR ECOMMERCE GROWTH

By partnering with boxChilli, Covers Timber & Builders Merchants saw…

147% YEAR-ON-YEAR USER GROWTH (POST-MIGRATION)
146% ECOMMERCE REVENUE
SUCCESSFUL ECOMMERCE WEBSITE MIGRATION
PAGE 1 FOR 'BUILDING MATERIALS' AND 'TIMBER SUPPLIERS UK'
GOOGLE SHOPPING LAUNCH AND PRODUCT FEED OPTIMISATION

How boxChilli Helped

A MIGRATION-LED STRATEGY THAT SET THE STAGE FOR LONG-TERM PERFORMANCE

From the outset, we built a migration plan that protected Covers’ domain authority and preserved search equity across thousands of indexed URLs. Redirects, crawl depth, site structure and canonical tags were mapped out by our technical SEO team in detail to ensure a clean transition to the new site and domain.

Once the site was live, we implemented a structured eCommerce SEO strategy, aligning product pages with user search intent and identifying quick wins for key categories like carcassing timber and oak sleepers. Our team also introduced structured data, reworked internal linking and filled in content gaps across commercial pages.

Alongside organic search improvements, we optimised Covers’ Google Merchant Centre, creating Shopping campaigns designed to convert high-margin products at scale. The return was clear… Google Shopping became a key revenue driver and specific categories saw major uplifts in CTR and transactions.

What We Achieved

TRANSFORMING A RISKY PLATFORM CHANGE INTO A GROWTH STORY

SUCCESSFUL WEBSITE MIGRATION

Successful domain migration with zero ranking loss and ongoing SEO gains
INCREASED REVENUE

146% ecommerce revenue growth (Summer 2021 vs. 2022)
NATIONAL VISIBILITY

Ranking page 1 for ‘building materials’ and ‘timber suppliers UK’

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WANT RESULTS LIKE THIS FOR YOUR BUSINESS?

If you’re facing similar problems and need results, get in touch with boxChilli’s team of experts who can add extra spice to your online presence.

KICK START YOUR BUSINESS

WEBSITE MIGRATION, SEO AND GOOGLE SHOPPING FOR A NATIONAL MERCHANT

HOW WE MIGRATED COVERS’ ECOMMERCE SITE AND DELIVERED 147% YEAR-ON-YEAR GROWTH

Results Driven ​SEO, PPC, Web Design

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