Safesite: Website & Digital Marketing Strategy

Client

Safesite is a Kee Safety Group UK brand for fall protection. Since 1991, the team has engineered guardrails, lifelines and safe access systems for work at height, including systems utilising the original free-standing guardrail now known as Kee Guard. Today, Safesite delivers a complete portfolio of fall protection equipment and turnkey safe access solutions.

Brief

Safesite’s previous site was relatively new and already generating substantial traffic, yet its structure lagged behind the growth of the product range. Stakeholders wanted a cleaner, more intuitive UX and a platform that could scale with future launches. Kee Safety Group asked us to rebuild the site within the existing Safesite brand with the same logo, type and palette but improving usability and lead generation, using a solutions-focused user journey instead of relying on product names, which may not be known to all.

Challenge

Safesite already sat near the top of the Kee Safety portfolio for organic traffic, so every change carried risk. The site featured a wide range of products, systems, and services that users struggled to access quickly from the main navigation. The challenge: protect a strong acquisition channel while restructuring the information architecture so any key product or solution sits within two clicks.

Solution

We treated Safesite’s search equity as non-negotiable. The new build preserves the existing permalink structure wherever possible and uses targeted redirects for every retired URL. Under the surface, we rebuilt the content model with dedicated custom post types and templates for products, solutions, applications and case studies, giving Safesite a consistent UX and a structure the team can extend without breaking anything.

Mega Menu

To make all products and services easily accessible with a couple of clicks, we created a mega menu system. The old website displayed items in terms of the product names, and while there is nothing wrong with that per se, the Kee Group as a whole wanted a menu convention that was solution-focused – i.e. instead of ‘Kee Dome’, we would have the menu item as ‘Skylight Protection System’ to reflect better what the product actually does, so a customer can find what they want more easily.

Google Ad Strategy

Safesite’s paid search budget goes straight into people already searching for safety-at-height solutions. We built tightly themed Search campaigns around high-intent terms, using exact and phrase match to stay close to commercial queries and cut out wasted spend. Every click is tracked through GTM into phone, form and email leads, so the Safesite sales team can see which campaigns fill their pipeline and which terms deserve more spend. Our team monitors performance and adjusts bids, queries and landing pages in line with seasonal demand and Safesite’s sales priorities.

SEO Strategy

On the organic side, we focused on owning the core language of fall protection and safe access in Safesite’s markets. The foundation is technical: clean site architecture, fast load times, structured internal links and schema that helps search engines understand products, systems and applications. On top of that, we run a content programme that answers the questions safety officers and site managers type into Google, then connects those answers to the right systems. Long-form guides and resources sit alongside product and solution pages, building a search footprint that covers both pillar terms and specialist long-tail queries.

Conclusion

Safesite now runs on a site and ad account built for scale. Navigation reflects how buyers think, search equity is protected, and every campaign feeds clean data back into the sales team. For Kee Safety Group, Safesite sets a clear benchmark for how a product-heavy, safety-critical brand can perform online.