Helping Tradefix Direct strengthen its ecommerce business

Helping Tradefix Direct strengthen its ecommerce business through a redesigned website and an ongoing digital marketing strategy focused on attracting customers and generating sales.

These results form part of a wider partnership combining website development, PPC, SEO and conversion rate optimisation to support Tradefix’s online business.

Tradefix Direct is a family-run specialist distributor of fixings and fastenings, with more than 20 years’ experience supplying tradespeople and DIY customers throughout the UK. Its range includes screws, nails, joist hangers, builders’ metalwork and other essential building supplies.

Originally operating as an independent local store, Tradefix approached Web Presence to revamp an ecommerce website that was no longer meeting the business’s needs.

The opportunity extended beyond a new design. Tradefix needed an online store that made its extensive catalogue easier to shop, supported customer acquisition and provided a stronger foundation for growth.

Tradefix’s existing website did not reflect the quality of its business or provide the shopping experience it wanted for customers.

With a large catalogue of specialist products, visitors needed to find the right items and understand their options before purchasing. An awkward shopping journey could undermine the value of bringing potential customers to the website.

Advertising also required a commercially focused approach. Products across the catalogue offered different margins and levels of sales consistency, so increasing revenue alone would not provide the full picture of campaign performance.

Tradefix needed its website, search visibility and advertising to work together around both customer needs and commercial priorities.

We combined an upgraded ecommerce website with ongoing PPC management, SEO and conversion rate optimisation.

Redesigning the ecommerce experience

We revamped the website around a clean, straightforward design and easier navigation. The focus was on helping customers explore the catalogue and move from finding a product to placing an order.

Reaching customers through Google Ads

We manage Shopping and Performance Max activity to promote Tradefix’s products and attract relevant shoppers. Campaigns cover key ranges including nails, screws and fixings, building and roofing supplies, and fencing and landscaping products.

Bringing margin and sales consistency into campaign planning

We developed a campaign structure that groups products by margin and reliability of performance. Core and Developmental campaigns allow established performers and emerging opportunities to be managed separately, supporting more informed bidding and budget decisions.

Making more of website traffic through CRO

Our conversion rate optimisation work focuses on making the buying journey easier and identifying friction that could prevent visitors from completing a purchase. This connects the website experience with the investment made in attracting customers.

Supporting organic discovery through SEO

SEO forms part of the wider strategy, helping relevant customers discover Tradefix’s products through organic search and supporting the website alongside paid advertising.

Reviewing performance against commercial goals

We assess advertising spend, purchase value, transactions and ROAS to guide ongoing decisions. This helps identify where campaigns are delivering value and where further optimisation is needed.

Our partnership has helped Tradefix connect its specialist product range with customers online, combining a refreshed shopping experience with advertising that delivers measurable purchase value.

The ongoing focus is on strengthening that relationship between traffic, conversion and commercial return.