Wordpress Quotation Platform For Renowned Safety Supplier

Client

Fisher Alvin has supplied steel tube, key clamps and safety barriers since 1912. They sit at the practical end of industrial safety: handrail systems, roof-edge protection, crash barriers, and more for contractors, architects, farmers, and facilities teams. Clamps have also become a trend in shop and even cafe fits due to their industrial nature; they fit the loft space aesthetic.

Brief

The business had grown. The website had too: a steady flow of traffic, a growing catalogue and heavy reliance on phone and email quotes. The old WordPress build made products complex to browse, hard to compare and difficult to quote at scale. The leadership team wanted a modern, self-serve experience without risking the traffic already coming in.

Fisher Alvin brought us in to rebuild the WordPress site, introduce a quote-led e-commerce flow, and align their web, SEO, and Google Ads activity around one job: generating qualified enquiries for their industrial safety kit.

The WordPress Build

We kept the URL structure stable to protect rankings and used redirects only where the structure could genuinely be improved. Under the hood, we introduced custom post types and unified templates so every product family follows the same logic. That gives users a predictable experience and gives the in-house team a clean, low-friction CMS.

Navigation Considerations

A primary consideration was navigation; many pages were buried in other pages, making some content several clicks deep. We also moved from brand-name to solution-first journeys. The new mega menu groups products by application: Fall protection, roof edge protection, traffic management, and warehouse safety instead of internal product labels. Buyers arrive thinking, “I need edge protection on this roof”, and the menu now speaks that language.

Quotation Functionality

Fisher Alvin prefers to quote first. So on top of WooCommerce, we built a quote engine tuned to how Fisher Alvin actually sells. Product pages surface the details that matter in industrial buying: load ratings, finishes, compatible components, and install notes. Users can build a basket, submit it for pricing and receive joined-up quotes instead of a string of emails. Sales receive structured enquiries with complete context, which speeds up response times and reduces friction on both sides.

Paid search focused on serious buyers

To feed the funnel, we ran tightly focused Google Search campaigns targeting buyers already hunting for key clamps, crash barriers, and edge protection systems. Campaigns use exact and phrase match around commercially loaded terms, with negative lists kept lean and actively managed. Budgets focus on locations and sectors that match Fisher Alvin’s ideal project profile.

Tracking sits on Google Tag Manager and complies with privacy-first, then with events around quote requests, contact form completions, and key product interactions. That gives the team a live view of which campaigns and categories push real enquiries rather than vanity metrics. 

SEO and content aligned with buying journeys

SEO work centred on cleaning up on-page basics, speeding up the site and building applicable content around buying scenarios. Category pages now double as landing pages for organic and paid traffic. Guides and resource content position Fisher Alvin as a straight-talking authority on safety at height and traffic management, rather than just another catalogue.

The outcome

The new platform gives Fisher Alvin a stable, fast site that more efficiently converts existing traffic and supports ongoing campaign work. High-intent searches for core product lines land on pages built to convert, and the sales team works from structured quote requests instead of chasing vague email chains.