Fairway Furniture

Agency: Red Hot Penny

A long-standing local success

The independent furniture retailer.

Founded in Plymouth back in 1856, Fairway Furniture has more than 150 years’ experience in the home furnishing industry supplying leading brand name and custom designed furniture across a network of stores in Devon and Cornwall. After initially embracing online sales in 2001, fairwayfurniture.co.uk underwent a major redesign in 2014, with Red Hot Penny on board to design the site on their ecommerce platform and improve local visibility through SEO.


126 per cent site visibility increase

15 per cent traffic increase YoY

Fairway Furniture

An optimised local campaign

Red Hot Penny’s insights into the home furnishing buyer market revealed that commonly customers would research online before visiting a store to test products in person before finalising a purchase. This was complemented by Fairway’s largest ticket items and finance offerings available as in store exclusives, so Red Hot Penny’s strategy was focused on getting Fairway Furniture to the top of Devon and Cornwall’s local results and showing customers their closest or most appropriate store as quickly and easily as possible. A key driver of this would be the local SEO campaign. Fairway Furniture’s generations of retailing through their physical stores, combined with a long established web presence meant that there was previously a fragmented experience throughout their online properties and listings. By creating and amalgamating strong local indicators such as Google My Business and Yelp profiles, and scheduling a plan of regular updates to these pages of offer content and imagery, Fairway’s Off Page presence became unified and no longer dormant. This unified strategy across all online platforms and the instore experience boosted local brand awareness and traffic. On the site itself, the store locator and location pages received advanced SEO treatment including Schema mark-up and video optimisation. To assess behaviour of visitors further and improve the site experience, analytical data was examined in detail by Red Hot Penny’s expert analysts. Red Hot Penny were also sure to focus their efforts in the South West region of the UK, where Fairway Furniture offer their Delivery and Set-Up Service exclusively to ensure that traffic to the site was as relevant and focused as possible.

Fairway Furniture2

Product Pages to be Proud of

As buyers continued to use the site for research as well as direct purchases, each individual product page was optimised to give visitors the best possible impression of goods and encourage them to head in store and buy the items. Strong product imagery, detailed specifications and rich product descriptions improved the value of each page to visitors and search engines, contributing to the 126% site visibility increase and 15% traffic increase. Click through rates were improved further still through optimised Page Titles and Meta Descriptions to detail, enhance and entice browsers from the search results page onto the Fairway Furniture site. These efforts also increased ecommerce metrics, with conversion rate for online purchases rising 128%, transactions significantly increased by 223% and online revenue up by 345% in 2015 compared to 2014. Red Hot Penny’s work to boost online sales and increase store footfall has given Fairway Furniture its highest ever search visibility and placed the site in a strong position to target more generic high volume search terms to further improve traffic and revenue.