Hispec Electrical Products had already established themselves as one of the UK’s fastest-growing private companies, ranking 56th in the Sunday Times 100 with 73.69% growth. The next step was building a digital platform worthy of that reputation.
The brief was clear:
Built a responsive WordPress CMS with WooCommerce for trade-only e-commerce, featuring user registration portals, custom credit application forms with e-signatures, and role-based product visibility that hides retail pricing from non-trade users. Integrated Sage for automated invoicing and MailChimp for segmented email campaigns, ensuring seamless data flow between all business systems.
Implemented comprehensive on-site optimisation including logical URL structures, category hierarchy designed around trade customer search behaviour, and dedicated landing pages for each product category. Full schema markup deployment across all product pages for rich snippet eligibility in search results.
Crafted unique, keyword-informed meta titles and descriptions for all key pages. Developed clear internal linking structures to distribute page authority and guide both users and search engines through the catalogue. Created informative category descriptions serving both user needs and search engine understanding.
Implemented SSL certificates, GDPR compliance tools, and robust security protocols. Performance optimisation for fast page load times across all devices. Set up Google Analytics, Search Console, and Google Business Profile for tracking and local visibility.
Phase 1 (2023): Discovery, planning & architecture design
Phase 2 (Q1 2024): Core development, Sage & MailChimp integration
Phase 3 (Q2 2024): On-site optimisation, schema implementation & testing
Phase 4 (Mid-2024): Launch, staff training & documentation handover
Hispec now owns a revenue-generating digital asset that appreciates over time. Unlike paid advertising that stops the moment you stop paying, their organic visibility compounds – each month building on the last. The platform generates qualified trade enquiries 24/7 without ongoing marketing spend, and the comprehensive training provided means the team can manage and expand the catalogue independently.
From zero digital presence to 5,000 monthly organic visitors – achieved entirely through build quality and on-site optimisation. 2,300 organic keywords now driving traffic with steady monthly gains and strong page-one presence for high-intent trade queries. 87.7% of all traffic arrives through organic search positions, with 97% UK relevance. Domain Authority Score of 27 (rated “Good”) built naturally without active link building campaigns.
163 referring domains and 681 backlinks acquired organically from trade directories and industry sites. 11.9% capture of enhanced SERP features including featured snippets, plus visibility in AI Overviews. 28 pages now cited across AI tools (ChatGPT, Google AI), building semantic authority in the electrical wholesale space. Emerging international signals with 4.4K Australian impressions hinting at export potential. Proof that a properly architected e-commerce platform can generate the organic visibility many businesses spend years and significant SEO budgets pursuing.
Hispec’s transformation demonstrates that you don’t need ongoing SEO retainers to compete digitally – you need to get the build right from the start. By investing in properly architected e-commerce with comprehensive on-site optimisation, they’ve achieved organic visibility that positions them alongside competitors who’ve been building their digital presence for years.
Contact Fertile.Digital to discuss your custom WooCommerce development project.
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