Wolseley Express SEO/ Marketing
Location
Burlington, Canada
Team Size
4 - 7
Areas
B2B | Ecommerce | Wholesale Distribution
Date
June 2023 to December 2025 (31 months)
At Wolseley Canada, I helped drive the digital transformation of Wolseley Express. I worked on overhauling the procurement journey for a 150k+ SKU catalog and also help with the launch of SEO marketing and other marketing measures to further increase the revenue of our digital marketing team.
Marketing Outcome
Increased search redirect by 17%
20% increase in ecommerce account application
The Problem
Legacy Marketing Dependency: A heavy focus on traditional exhibition-based marketing led to a total lack of SEO implementation, leaving the brand invisible to online searchers.
Content & Merchandising Gaps: The site lacked essential conversion drivers, including feature banners, online catalogs, and educational blog content, limiting the "digital storefront" potential.
Revenue Bottleneck: The absence of a structured online marketing funnel directly contributed to poor e-commerce performance and missed sales opportunities.
“The digital marketing team also realized gaps for marketing opportunities in our Ecommerce website. Although I knew nothing about SEO marketing at first, the team trusted me in the site audit and research on best practise.”
Marketing Process
Site Audit: We utilize tools to analyze our website performances and highlighted gaps where we can improve or establish marketing campaigns there.
Research: After understanding the gaps we utlizied past data with the development team to understand the problems. We use competitve analysis on best practise for companies in our same industries and find ways to improve.
Strategy/ Design: Our team presented various campaign and strategy of designs and strategies for our business stakeholders, we identified quick wins and long term targets. If it requires new implementation on our website, we create designs for our website.
Measure: After strategy and design implementations, we are able to leverage key metrics to evaluate perfomances of the strategy or campaign.
Online Product Catalogue
Streamlined the Wolseley Pro experience by migrating from a static linked PDF to a custom responsive purchasing platform. This move brought development in-house, cutting external costs while advancing our digital-first strategy.
Before Redesign
After Redesign
Blog Page
Reintroduction of the blog page, our blog page was driving traction in our corporate site a few years ago and fail to generate blog content consistently. We restarted the process in integrating the blog page in Wolseley Express and added mentioned products, category catalogue and quicklinks to increase conversion rates.
SEO Marketing
We introduced SEO marketing in Wolseley Express, we analyzed best practises and together with our development team we implemented quick win strategy to create SEO copies for our best selling products from over 150,000+ products. Also indexing the key pages in our website for better online visibility.
Marketing Materials
The digital marketing team creates marketing materials and set up campaigns, we developed templates.