Oxford Safety designs, hires, sells, and installs fall-prevention systems for Construction, Timber Frame, Passive Fire, Facilities, Utilities, Solar, Automotive, and Pest Control. Their products sit on sites where mistakes cost lives.
The leadership team wanted a site and marketing setup that matched that level of responsibility. The ask: replace a fragile custom CMS with a WordPress site, shift the focus from internal product codes to clear sector solutions, and bring PPC, SEO, content, and social into one plan that supports sales.
Oxford Safety’s previous site ran on a custom-built CMS that the team no longer trusted or controlled. Content changes were slow, features were frozen, and every update risked breaking something.
The URL structure had drifted over time. Key pages sat under multiple addresses, cannibalising search performance and confusing analytics.
The navigation revolved around internal product names that were not always clear to new audiences. A new prospect looking for “temporary edge protection for roof work” had no clear path unless they already knew the brand catalogue.
The result: wasted traffic, poor conversion, and a platform that held back marketing rather than supporting it.
Solution
We rebuilt the site on WordPress using our growth tier. This gives Oxford Safety a fast, flexible build they can extend in-house without touching code.
Information architecture was rebuilt around how buyers think: solutions and sectors first, product names second. We created clear paths for core use-cases such as roof work, fragile surfaces, and aircraft access, each with sector-specific content and calls to action.
Traffic analysis shaped the new structure. High-value and high-intent pages gained prominence in the menu and internal links, while duplicated legacy URLs were consolidated into a clean, crawlable hierarchy with redirects in place.
Socials
On social, Oxford Safety wanted to stay visible to contractors, specifiers, and partners without spamming product shots.
We set a simple plan: weekly posts on real projects, product applications, safety advice, and partner work. Over the first six months, we tested format and frequency and kept what drove saves, clicks, and enquiries.
Organic social performance grew sharply in that period: engagement up 91%, reach up 139%, organic audience up 117%. This output now supports campaigns and sales conversations, rather than being confined to a separate silo.
Google Ads
Search ads focused on one clear job: bring in marketing-qualified enquiries from people who already knew they needed fall protection and access systems across Oxford Safety’s key sectors.
Campaigns were split by solution and sector. Groups covered terms such as temporary edge protection for construction, void protection for timber frame construction, roof safety for solar installations, and access systems for facilities and utilities work. Each group sent traffic to a tight, relevant landing page rather than a generic catalogue.
Keyword sets used exact and phrase matches around high-intent queries, supported by negatives to cut out vague “health and safety” traffic. Budgets focused on search terms with clear buying intent and on regions where Oxford Safety can supply and install.
Phone calls, form submissions, and key email enquiries were tracked in Google Tag Manager and fed into Oxford Safety’s internal processes, Looker Studio & Power BI. This gives the team a clear view of which campaigns produce live projects and which lines to pause or scale.
Working with Andi and the team at Made by Factory has been a lovely experience. They’ve provided us with a responsive, effective website centred around user experience. The team communicated well throughout the project and continue to support us closely whenever needed. I would definitely recommend them.
Next step for safety leaders
If you run marketing for a construction or industrial safety brand and want digital to support serious sales targets, let’s talk about your next build.
