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The Client

Fritz Fryer are a team of lighting specialists based in Ross-on-Wye. Fritz Fryer design, create and restore antique, contemporary and designer lighting for discerning customers looking for high quality and beautifully unique products for their home or commercial premises.


The Brief

When Fritz Fryer approached Spindogs, the successful lighting business had outgrown the functionality of its existing website, and they were looking for an agency to build additional functionality to cope with the complexity of their bespoke E-commerce lighting customisations.

In addition to improving the functionality of the CMS, Fritz Fryer were also looking to take their business to the next level and boost their online presence in order to drive traffic to their website, and increase revenue from online sales from wider audiences across the UK and Ireland.

The challenge for Fritz Fryer was to stand out online in a competitive and increasingly busy marketplace. To outperform the competition, our data and analytics expert got smart to improve Fritz Fryer’s visibility and increase revenue from organic search audiences.

The Solution

We reviewed the Fritz Fryer website and optimised the content to make it desirable for search engines. Using industry best practice techniques, we came up with a targeted search engine optimisation (SEO) strategy to support business growth by:

  • Conducting in-depth search query analysis to identify popular phrases that we wanted to rank highly for.
  • Optimising the meta descriptions and browser titles for more than 400 lighting product pages.
  • Setting up routines to automatically tag products by useful groups, including style, era and product type e.g. chandeliers and lanterns.
  • Redesigning several landing pages and populating them with optimised content.

Whilst the SEO work was core to driving organic traffic, we took a 360 approach to the strategy to meet ambitious targets of revenue and business growth. A conversion rate optimisation (CRO) strategy was implemented to dramatically increase the number of website visitors that converted into leads.

Search engines prioritise websites that not only have mobile-friendly design, but also provide a good user experience. By getting to know Fritz Fryer’s audience and learning the different ways they interact with the website, we used expert keyword analysis and best practice to inform incremental improvements to the website.

The results

By implementing a bespoke blend of technical and content-based SEO methods, Fritz Fryer now ranks in the top 20 of Google search results for the following commercially significant keywords:
  • ‘Globe lighting’ – 4th
  • ‘Industrial style lighting’ – 3rd
  • ‘Vintage lighting’ – 11th
  • ‘Art deco lighting’ – 11th


One of the most exciting parts of the projects was experimenting with mid-volume keyword phrase “Edwardian lighting history”. This showed us what we could do to boost the style pages and had the rather cool outcome of propelling the keyword to number one, overtaking the BBC website and achieving a Google featured snippet.

We were blown away by the results of our SEO and CRO strategies, which smashed not only our expectations, but the expectations of Fritz Fryer when they first approached us. These fantastic results show the power of SEO as an inbound marketing strategy to become a top source of leads and generate new revenue. Fritz Fryer have experienced a huge uplift in online sales, which has led to a review of their business direction and positioning within the marketplace. This modest business tucked away in the heart of Herefordshire is now working with some of the UK’s biggest brands and influencers, which is a testament to the quality and unique craftmanship of their products.



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