Client
Easi-Dec is part of the Kee Safety Group and supplies fall protection systems for use on live construction sites and maintenance projects worldwide, particularly in the housebuilding industry. Their product range covers roof edge protection, walkways, lifelines, portable anchors, and related fittings, sold into a highly regulated, risk-averse market.
We had already rebuilt the Oxford Safety Components website & marketing funnel. Once that began to perform, Easi-Dec brought us in to apply the same level of discipline to their own web platform and lead generation.
Goals
Easi-Dec’s team needed a site they could change fast, aligned with a clear acquisition plan. They asked us to:
- Rebuild the WordPress website in a way that the marketing team could create updates without waiting for developers.
- Bring structure to content and navigation for varying product lines.
- Drive qualified traffic and enquiries through SEO, PPC, and a product focused content plan.
Challenge
The previous WordPress was visually “ok”, but it created a lot of backlogs behind the scenes. Every layout change required custom code, so routine updates needed someone from their hard-to-reach developer team to provide the most minor tweaks. Marketing plans could not be implemented, and the site lagged behind the rest of the Kee Safety activity.
As new pages went live, the build’s limits became apparent. Layouts drifted, imagery lacked consistency, and content readability varied across templates. For a safety-critical brand, the site failed to reflect the quality of the product line or the design standards & pace of the wider group.
Solution
We rebuilt the site on our performance WordPress tier. This gave Easi-Dec modular layouts and reusable components, so their marketing team can create pages and campaigns without ever touching code.
The URL structure stayed in place to protect existing rankings and traffic patterns. From there, we tightened the visual system: standardised imagery, aligned typography, and consistent blocks across the product range. The brand now feels stable from one page to the next.
Search behaviour carries weight in this sector, so we built a flexible tagging layer. Users can search by formal product names, colloquial terms, or industry slang and reach the same result. The Easi-Dec team controls tags in WordPress, which means they can align search behaviour with the language used on live sites and in sales conversations.
Targeted Google Ad Campaign
Paid activity focuses on the high-value part of Easi-Dec’s range. Fragile roof access solutions. We used only Google Search campaigns, so the budget went toward people actively searching for maintenance platforms and related access solutions.
Campaigns used tightly grouped keywords, exact match where it mattered, and audience filters aligned with Easi-Dec’s territory and buyer profile. Google Tag Manager captured calls, forms, and email clicks, with reporting built around year-on-year & month on month movement.
This system feeds the lead pipeline that delivered the uplift in calls and email enquiries.
Social Media Support For Safety Audience
On social channels, we focused on the people who buy and install the kit: contractors, site managers, and safety leads. Content centred on installation speed, compliance, and practical use on site.
We tied posts to real projects, customer quotes, and simple visuals that show systems in context. This turned feeds into a running proof file for sales conversations, rather than a stream of generic brand posts.
Impact
The rebuilt site and acquisition stack delivered:
- 20% uplift in organic traffic
- 16% uplift in non-branded traffic
- 800% increase in email leads
- 142% increase in phone enquiries
Easi-Dec now runs campaigns, content, and on-site changes through a single WordPress build that the marketing team controls. The platform scales with the rest of the Kee Safety group and supports future product pushes without another imminent rebuild.
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.
Need a WordPress build your team can actually drive?
We design and build performance WordPress sites on three tiers, from DIY-friendly layouts to fully bespoke builds. Easi-Dec chose our growth model for speed, structure, and control. If you handle complex products and safety-critical work and want the same level of discipline, let’s talk
