Client
Kee Systems is a UK-based leader in safety barrier systems, founded in 1946 and now part of the Kee Safety Group. They specialise in complete safety solutions – from technical consulting to the supply and installation of guardrails, handrails, and other fall-protection systems. As the country’s leading distributor of Kee Klamp® fittings and tubular components, Kee Systems maintains significant stock levels to ensure rapid order turnaround. They even welcome customers to their London facility for same-day pickups, showcasing a commitment to prompt, efficient service.
Quality and safety are at the core of Kee Systems’ identity. The company has been ISO 9001-certified for quality management since 1994 (formerly BS5750) and also holds ISO 14001 (environmental management) and OHSAS 18001 (health and safety management) certifications. All engineers and installers are CSCS-accredited professionals. This reputation for excellence and compliance set a high bar for the digital overhaul – the new website needed to reflect the same level of professionalism and trust that Kee Systems has built over decades.
Brief
Kee Systems had a decent website, but it failed to capture the company’s full story and capabilities. The Kee Safety Group approached us with a clear mandate: refresh the site’s look and feel to meet modern standards, improve usability, and integrate a powerful e-commerce component – all while preserving the core Kee Systems brand. In short, our task was to build a cutting-edge, user-friendly website that honours a 75-year legacy and equips Kee Systems to sell its products online seamlessly.
The Challenge
Because Kee Systems’ existing site already attracted heavy traffic and ranked high in search results, our primary challenge was to redesign the site without sacrificing that performance. We had to reorganise a vast catalogue of products and solutions so users could navigate it in a few clicks, ensuring that, even with more content, the experience remained intuitive. Moreover, integrating a seamless e-commerce platform for the construction sector added another layer of complexity. It meant we needed meticulous planning to merge product data, shopping cart functionality, and industry-specific user requirements – all without disrupting the user experience or the SEO equity the site had built over the years.
The Solution
To execute this digital overhaul, we left nothing to chance. On the technical side, we meticulously preserved the site’s URL structure – every significant page kept the same permalink, and we set up 301 redirects for any new or reorganised pages. This ensured no loss of traffic or SEO value when the new site went live. We restructured the backend using custom post types and consistent templates, giving the site a uniform layout that’s easy to update and scale. Navigation got a significant upgrade: we introduced a user-friendly mega menu that groups offerings by solution rather than product name. (For example, the old site listed a product as “Kee Dome” – now it appears under a plain-English category like “Skylight Protection Systems,” so customers know exactly what it is at a glance.) In short, we made it effortless for users to reach any piece of content in just a few clicks, all while keeping the underlying architecture rock-solid for performance.
E-commerce Integration: Recognising the growing importance of online sales in this industry, we redesigned the e-commerce platform tailored to construction-sector needs. We built the shop on WordPress using the Bricks framework (our Growth Tier solution) to ensure the site is fast, stable, and easy for the client to manage.
Google Ads Strategy
Alongside the site rebuild, we refined Kee Systems’ Google Ads campaigns to deliver more high-quality leads for their sales team. Instead of casting a wide net, we focused on high-intent search ads, targeting keywords people use when they’re ready to buy industrial safety products.
We structured the campaigns with focused ad groups and exact-match keywords, effectively cutting out wasteful clicks from people who weren’t serious buyers. We also used advanced audience targeting, honing in on geographic regions and business profiles that matched Kee Systems’ ideal customers (for example, facilities managers or construction firm buyers in the UK). Our team monitored and tuned the campaigns daily in Google Analytics and Tag Manager, measuring results such as phone calls, contact form submissions, and quote requests. This data-driven, hands-on approach maximised the return on ad spend. The outcome: within months, the revamped campaigns were generating a higher volume of inquiries and sales leads, all highly relevant prospects actively seeking Kee Systems’ solutions.
SEO & Content Strategy
In tandem with paid ads, we deployed a comprehensive SEO and content strategy to boost organic visibility. First, we performed on-page SEO surgery: every page was optimised for targeted keywords (think “safety handrails UK” and other terms their customers actually search for). We ensured meta titles, descriptions, headers, and image alt tags were aligned with our keyword strategy. We improved internal linking throughout the site, not only helping users navigate but also signalling search engines which pages are most important. On the technical front, we delivered a blazingly fast, mobile-friendly site with clean code – all essential factors for higher Google rankings.
Content-wise, we turned Kee Systems’ website into an industry resource hub. We created well-researched blog articles, how-to guides, and product explainers that addressed common questions and pain points in the construction safety field. Each piece was written in a professional yet accessible tone, showcasing Kee Systems’ expertise without alienating the reader. We also added user-friendly touches, such as tables of contents for long guides and schema markup (structured data) behind the scenes. These enhancements make it easier for Google to understand and feature our content (for example, in rich snippets), which in turn drives more organic traffic. Over time, this content strategy has elevated Kee Systems to a trusted authority online – their site is not just an online brochure, but a go-to knowledge base for safety solutions.
In Conclusion
Kee Systems’ transformation shows what’s possible when you combine smart strategy with technical excellence. We didn’t just give them a pretty new website – we delivered a robust digital platform that drives real business results. The new site dominates search rankings for the most critical safety keywords, bringing in a surge of organic traffic. The integrated e-commerce system is fueling sales growth by converting that traffic into revenue. And thanks to targeted Google Ads and ongoing SEO/content efforts, Kee Systems is enjoying a steady flow of high-quality leads every month.
By balancing creative design, data-driven marketing, and rock-solid development, we built a digital foundation that will support Kee Systems’ growth for years to come.
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We’ve helped companies like Kee Systems achieve remarkable growth online. Let’s discuss how we can do the same for your business – contact Made By Factory today to start your journey to success.
