Loomcraft: £1.8M in New Organic Revenue From Fixing What Already Existed
A furniture retailer wanted more blog content. We told them their category pages were the problem and refused to write a word until they were fixed.
- +£1.8M
- Organic revenue
- +284%
- Category page sessions
- -97%
- Crawlable URLs
- 1.6s
- LCP on category pages
Incremental, year on year
The pages that actually sell
From ~240k to ~6k
Down from 4.1s
Results over time
- Traffic
- Leads
- Revenue
Indexed to 100 at the start of the engagement. We publish the shape of the growth, not the client's absolute revenue.
Overview
Loomcraft sells mid-range furniture across the UK, with about 4,000 SKUs and a strong brand. They approached us for a content marketing retainer.
The problem
They had 180 blog posts and almost no category page rankings. Every commercial term — the ones people search before buying a sofa — was going to competitors. Meanwhile their faceted navigation was generating roughly 240,000 crawlable URL combinations, burning crawl budget on pages nobody should ever see.
Research
Log file analysis showed Googlebot spending 70% of its crawl budget on filter combinations. The actual money pages were being crawled once every three weeks. No amount of blogging was going to fix that.
Strategy
Fix crawl efficiency, rebuild category pages as the primary commercial assets, and only then consider content. We declined the content retainer they asked for and proposed technical and category work instead — which was a harder sale and the right call.
Implementation
Six months of unglamorous technical work before publishing a single article. Revenue started moving in month four.
What we actually did
Technical SEO
Reclaimed crawl budget from 240,000 junk URLs.
- Implemented rules-based faceted navigation control, cutting crawlable URLs from ~240k to ~6k
- Fixed a rendering issue hiding product grids from Googlebot entirely
- Cut Largest Contentful Paint from 4.1s to 1.6s on category templates
Ecommerce SEO
Rebuilt 60 category pages as genuine commercial landing pages.
- Rewrote the top 60 category pages around buying intent, with real buying guidance above the grid
- Built an internal linking structure pushing authority from blog posts to categories
- Added comparison tables and materials guidance that earned links on their own
Conversion Rate Optimization
Higher-converting category templates compounded the traffic gains.
- Added delivery timeframes to product cards — the single highest-impact test of the year
- Rebuilt filters for mobile, where 68% of traffic sat
“We asked for more blog posts and they said no, we needed to fix our category pages first. They were right. Revenue moved before a single new article went live.”
Lessons learned
Saying no to the work a client asks for is the highest-leverage thing an agency can do, and the hardest. The content retainer would have been easier to sell and would have produced nothing.