43% increase in organic revenue YoY for Kendal Tools & Machinery
Read how we helped Kendal Tools increase revenue from organic traffic 43% YoY with technical SEO and content
The Client
Kendal Tools & Machinery is a long-standing independent supplier of woodworking machinery and power tools. Founded in 1987 by John Page, the company specialises in mail-order distribution across mainland UK, offering a broad range of products, from woodworking machines and band saw blades, to garden equipment and accessories.
The Situation
John came to Paramount Digital back in 2018 (one of our first clients) to help with his digital marketing. He had originally used a local company in Kendal, which built his first website, but which had struggled to cope as John’s business grew.
He’d then tried a few other agencies, but said he felt like they were more interested in getting paid than understanding his business.
That’s when he found us.
The Situation
John came to Paramount Digital back in 2018 (one of our first clients) to help with his digital marketing. He had originally used a local company in Kendal, which built his first website, but which had struggled to cope as John’s business grew.
He’d then tried a few other agencies, but said he felt like they were more interested in getting paid than understanding his business.
That’s when he found us.
What we did
Customer and keyword research
Our first job was to understand John’s business, so we knew who we were targeting with the website.
We conducted market, customer and keyword research to fully understand John’s industry and how customers search for products.
Because of the nature of Kendal Tools & Machinery, we had to target two customer personas:
Professional tradies who needed equipment for work and were more knowledgeable about the technical aspects of machinery
DIY enthusiasts looking for equipment for home projects (but who needed more education)
Content optimisation and creation
With our keyword research, we updated the content on Kendal Tools & Machinery’s website, optimising product pages for relevant keywords and improving the content to speak to professionals.
Our content team created an ongoing strategy for optimising and creating new informational content, targeting DIY enthusiasts who require more education about the types of machinery used for particular jobs, how to choose the right machinery and how to safely use equipment.
This combined approach to content (educational but with a heavy focus on bottom-of-the-funnel product keywords) enabled Kendal Tools to become more visible to a broader range of customers and get in front of DIYers earlier in their buyer journey.
Reporting and communication
We created bespoke reporting dashboards that made it easy for John to understand where his investment was going, and what results we were generating, not just in terms of traffic and keyword rankings, but conversions and sales.
This was supplemented by regular calls with our SEO team to keep John informed about our ongoing strategy, allowing him to ask questions or get clarification on what we were doing directly from the people working on his account.
These reports and regular calls ensured John always felt informed about what was going on with the campaigns.
Website refresh
A few years after our initial engagement, Kendal Tools commissioned us to complete a website refresh project to take advantage of the increase in traffic the company had experienced since John started working with us.
We completely refreshed the theme and feel of the site, making better use of product images to showcase Kendal Tool’s offering to professionals and DIYers.
This refresh complemented the ongoing success we were seeing with SEO and PPC campaigns.
Our first job was to understand John’s business, so we knew who we were targeting with the website.
We conducted market, customer and keyword research to fully understand John’s industry and how customers search for products.
Because of the nature of Kendal Tools & Machinery, we had to target two customer personas:
Professional tradies who needed equipment for work and were more knowledgeable about the technical aspects of machinery
DIY enthusiasts looking for equipment for home projects (but who needed more education)
Content optimisation and creation
With our keyword research, we updated the content on Kendal Tools & Machinery’s website, optimising product pages for relevant keywords and improving the content to speak to professionals.
Our content team created an ongoing strategy for optimising and creating new informational content, targeting DIY enthusiasts who require more education about the types of machinery used for particular jobs, how to choose the right machinery and how to safely use equipment.
This combined approach to content (educational but with a heavy focus on bottom-of-the-funnel product keywords) enabled Kendal Tools to become more visible to a broader range of customers and get in front of DIYers earlier in their buyer journey.
Reporting and communication
We created bespoke reporting dashboards that made it easy for John to understand where his investment was going, and what results we were generating, not just in terms of traffic and keyword rankings, but conversions and sales.
This was supplemented by regular calls with our SEO team to keep John informed about our ongoing strategy, allowing him to ask questions or get clarification on what we were doing directly from the people working on his account.
These reports and regular calls ensured John always felt informed about what was going on with the campaigns.
Website refresh
A few years after our initial engagement, Kendal Tools commissioned us to complete a website refresh project to take advantage of the increase in traffic the company had experienced since John started working with us.
We completely refreshed the theme and feel of the site, making better use of product images to showcase Kendal Tool’s offering to professionals and DIYers.
This refresh complemented the ongoing success we were seeing with SEO and PPC campaigns.
The results
We’ve continued to see improvements in Kendal Tool’s search results in the 8+ years we’ve been working with them.
Most recently we’ve achieved a 42.8% increase in organic revenue in Q2 2025, compared to Q2 2024 despite the economic challenges experienced throughout the UK.
We’ve also continued to improve Kendal Tool’s search visibility, with 46 commercially relevant keywords now featuring on page 1 of Google SERPs.
Most recently we’ve achieved a 42.8% increase in organic revenue in Q2 2025, compared to Q2 2024 despite the economic challenges experienced throughout the UK.
We’ve also continued to improve Kendal Tool’s search visibility, with 46 commercially relevant keywords now featuring on page 1 of Google SERPs.
Want to grow your business’ organic visibility and improve revenue from search?
Want to see the same results from organic traffic for your business? Get in touch with our SEO agency
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