How Absolute Digital Media built a local page system for a UK-wide emergency glazier and turned a 122% traffic rise into a 602% conversion rise.
Absolute Digital Media's SEO campaign for Montrose Glass delivered +602% monthly conversions (from 52 to 365), 2,757 ranking keywords (from 844), +122% monthly traffic (all channels) and 33 new SERP features gained.
Montrose Glass provides domestic and commercial glazing with 24-hour emergency repair coverage across the UK.
The commercial shape of the business is what makes the search question interesting. Emergency glazing is bought under pressure, locally, by someone who has just had a window broken and wants it fixed today. The buyer does not compare, does not research and does not care about the brand. They search for the service and the place, and they call whoever appears. That makes local visibility the entire acquisition strategy, and it makes coverage the constraint. A glazier operating across hundreds of towns needs to be present in all of them, and Montrose Glass set out to be exactly that.
Conversion and traffic figures are drawn from the client’s own analytics and cover the campaign across SEO, the new website and paid search. Ranking keyword and Domain Rating figures are from Ahrefs Site Explorer, UK database, and relate to organic performance. The two sources agree on direction and scale.
Integrated Agency of the Year - SilverEuropean Agency Awards 2026
Best Use of Search B2C (PPC) Small (The Swallow Co.)European Search Awards 2026
Standout B2C Ecommerce Website of the Year (Stelrad)UK Digital Excellence Awards 2026
Best Integrated Paid Media CampaignUK Paid Media Awards 2026
Best New Business CampaignUK Agency Awards 2025
Best Use Of Search (Retail/Ecommerce) - SEOUK Search Awards 2024Integrated Agency of the Year - SilverEuropean Agency Awards 2026Best Use of Search B2C (PPC) Small (The Swallow Co.)European Search Awards 2026Standout B2C Ecommerce Website of the Year (Stelrad)UK Digital Excellence Awards 2026Best Integrated Paid Media CampaignUK Paid Media Awards 2026Best New Business CampaignUK Agency Awards 2025Best Use Of Search (Retail/Ecommerce) - SEOUK Search Awards 2024 
The decision that made the rest possible, made by SEO strategy lead Ben Austin, was treating geographic coverage as a systems question rather than a content question. The rejected alternative is what most multi-location service businesses end up with: either hand-written pages for each area, which stops being affordable after about thirty locations, or a mail-merge template that swaps the town name and ranks for nothing because every page is the same page. We built the local page creation into the website redesign, so a new area page could be produced by duplicating an existing page and updating the fields that actually differ, the coverage detail, the response times, the local specifics. The outcome: ranking keywords from 844 to 2,757, up 227%, and 33 new SERP features including image results and people also ask placements.
Content and targeting effort went to the higher-value services, emergency glazing in particular, rather than being spread evenly across the offering. The standard keyword prioritisation model ranks by search volume and difficulty, and that model would have directed effort at general glazing terms, which carry more searches and less urgency. Emergency work carries a higher margin, converts faster because the customer needs it now, and faces less comparison shopping because nobody gets three quotes for a smashed window at ten at night. Prioritising by margin is what turned a 122% traffic increase into a 602% conversion increase.
The blog programme was rebuilt around useful practical guidance, how to deal with foggy windows in cold weather, how to care for glazing after a repair, aligned with Google’s helpful content standard rather than with keyword coverage. The rejected alternative was location-plus-service content at scale, which is the obvious way to feed a local page system and the reason most of them get marked down. Useful content earns the topical relevance that supports the local pages underneath it.
The SEO work was designed as part of the website rebuild rather than delivered before or after it. Most redesigns lose organic visibility because the search requirements arrive as a review after the build decisions have already been made. Specifying the local page system, the URL structure and the content requirements as part of the design brief meant the new site launched able to do the job rather than needing remediation afterwards.
Search and paid activity were run as one campaign against shared service and location priorities. In emergency services the two channels are complementary in a specific way. Paid covers a new service area immediately while the local page earns its position, and organic takes over as the page matures, which reduces the cost of expansion into each new town.
Ben Austin set the three calls the account ran on: treat coverage as a systems question and build the local page capability into the site itself, prioritise services by margin rather than search volume, and run organic and paid as one campaign against shared targets. Those decisions are why a 122% rise in traffic produced a 602% rise in conversions, from 52 to 365 a month.
Alex Stott led the content on both fronts: the field-level local detail that makes each area page worth ranking, coverage, response times and local specifics rather than a swapped town name, and the rebuilt blog programme of practical guidance aligned with Google’s helpful content standard. That combination is what let the local system scale to a 2,757-keyword footprint without tripping the thin-content assessment that catches most local rollouts.
Jack Hawtin led the off-site work that supported the campaign’s authority position, with Domain Rating moving from 25 to 30 across the period. For a local service business the trust signals matter as much as the raw authority: a customer calling a company to come to their home at night, and a search engine ranking one, are both looking for the same corroboration, and the off-site profile supplied it.
Shofiur Rahman led the technical build inside the redesign: the duplicable local page system with field-level updating, the URL structure specified in the design brief, and the structured data and media work behind the 33 new SERP features, including image results and people also ask placements. The site launched able to do the job, holding organic visibility through a full rebuild that costs most businesses exactly that.
Lewis Esson is Head of SEO at Absolute Digital Media, leading a team of seven across organic strategy for gambling, lending, adult and regulated ecommerce brands. He joined ADM as…
Shofiur Rahman is Head of Technical at Absolute Digital Media, leading the team responsible for everything the agency builds and runs: client websites, internal applications, infrastructure, AI systems and the…
Alex is Head of Content at Absolute Digital Media, overseeing content production and ideation for regulated-sector clients in iGaming, finance, and healthcare. He specialises in creating content that performs reliably…
Jack Hawtin leads the outreach team at Absolute Digital Media, running link building and outreach strategy mainly for iGaming clients, alongside adult industry brands, interior design, and a smaller portfolio…
Monthly conversions rose from 52 to 365, an increase of 602% on the client’s own analytics. Monthly traffic across all channels rose from 1,333 to 2,291, an increase of 122%. Ranking keywords grew from 844 to 2,757, an increase of 227% measured in Ahrefs, as the local page system expanded the site’s geographic footprint. 33 new SERP features were gained, including image results and people also ask placements, and Domain Rating moved from 25 to 30.
The relationship between those numbers is the point. Traffic rose 122% while conversions rose 602%, which means the visitors arriving were far more likely to become customers than volume-led targeting would have delivered. That is what prioritising by margin produces, and it is why conversions rather than traffic are the right headline metric for a business like this one.
| Measure | Before | After | Change |
|---|---|---|---|
| Monthly conversions | 52 | 365 | Up 602% |
| Monthly traffic, all channels | 1,333 | 2,291 | Up 122% |
| Ranking keywords | 844 | 2,757 | Up 227% |
| New SERP features | – | 33 | – |
| Domain Rating | 25 | 30 | Up 5 points |
Conversion and traffic figures from the client’s own analytics across SEO, the new website and paid search. Ranking keyword and Domain Rating figures from Ahrefs Site Explorer, UK database.
By building a local page system rather than writing local pages. Hand-written area pages stop being affordable at scale and templated ones rank for nothing. Building duplication and field-level updating into the website means a new area page takes minutes and carries the specific detail that makes it worth ranking.
Because they produce the same page with a different town name, which search engines correctly identify as offering nothing new. The pages that work carry information that actually differs by location, coverage, response times and local specifics, and sit underneath content that earns topical relevance.
Not in a service business with varying margins. The keyword tool ranks by demand and the business should rank by customer value. On this account, Montrose Glass traffic rose 122% while conversions rose 602%, from 52 to 365 a month, because the effort went to the higher-margin services rather than to the higher-volume ones.
It removes the consideration stage. An emergency customer does not research, compare or return later, so visibility at the moment of search is the entire job. Content further up the funnel supports topical relevance rather than generating leads directly.
By specifying search requirements as part of the design brief rather than reviewing the build afterwards. URL structure, page systems and content requirements are build decisions, and raising them after the design is signed off means either remediation or a compromise.
In an expanding service business, yes. Paid provides immediate coverage in a new area while the local page earns its position organically, then reduces as organic takes over. Run separately, the two compete for the same clicks and expansion costs more than it needs to.
A great deal, because they occupy space above or alongside the standard results and are frequently what an urgent searcher reaches first. This campaign gained 33 new features including image results and people also ask placements.
New pages typically begin ranking within weeks where the site already holds topical relevance, and mature over a following quarter. The compounding advantage is expansion speed: once the system exists, each new service area becomes findable almost immediately rather than requiring a new content project.
If you operate across hundreds of locations, the constraint is usually the page system rather than the marketing budget. Book a consultation and we will show you where the biggest gains are.
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