How I rebuilt the technical SEO foundations, launched partner portals, and created a scalable digital ecosystem for sales teams and merchants.
A UK manufacturer of aluminium and cast iron rainwater systems needed to improve online visibility, modernise its digital presence, and support merchants and installers with better product information.
Their website was dated, technical content was sparse, and there was no consistent digital ecosystem for reps, distributors, or installers to access documents.
The Outcome: I led a full digital uplift - fixing SEO issues, improving UX, rebuilding landing pages, creating product assets, and launching new internal portals that supported the sales team.
I carried out a deep technical overhaul: fixing metadata, improving internal linking, and creating clearer category structures (e.g., aluminium vs cast iron). I optimised assets for speed and rewrote copy with a commercial tone.
Impact: Search visibility improved, and product pages ranked more consistently.
I created a consistent template across all ranges: technical summaries, compliance info, visual hierarchy, and linked downloads. This positioned the products as specification-ready systems rather than generic goods.
I launched structured portals for Architects, Installers, Merchants, and Partners. Each included brochures, installation guides, colour charts, and logo packs.
Impact: The sales team instantly had a professional toolkit, and merchants were better equipped to sell.
I refreshed brochures, flyers, installer PDFs, and handling guides. These assets were designed for clarity and consistency, improving the brand’s professionalism.
I redesigned landing pages, contact funnels, and brochure download flows to reduce friction and modernise the user experience.
I created resources enabling the sales team to share accurate product info and access documents quickly while on-site. This directly supported day-to-day sales conversations.
“Dan transformed the way we present our products online. From SEO to portal design to product documentation, he helped us create clarity, consistency, and professionalism across our digital and technical materials. Our sales team and distributors rely on the assets he produced every day.”