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Appliance City Case Study

Branding, Website & SEO Strategy

Appliance City, a kitchen appliance retailer, are one of Boom’s longest-serving clients. They originally chose Boom to work on Search Engine Optimisation based on a recommendation from a member of their marketing team.

The Client

Appliance City are a leading kitchen appliance retailer based near Nottingham. With over 30 years of expertise, they are one of the largest kitchen appliance retailers in the country – stocking a huge range of premium brands, including AEG, Miele, Aga, Siemens and Elica.

The Challenge

Over the years, we’ve successfully worked with Appliance City on:

  • Technical SEO
  • On-page optimisation
  • Page content
  • Link acquisition
  • PPC campaign management

When the time came for Appliance City to develop a new eCommerce website, it became clear that with our expertise in SEO, coupled with our knowledgeable team of WordPress & WooCommerce developers, Boom was ideally placed to deliver what the client was looking for. And at an excellent price, too.

A range of kitchen appliances

The website was part of an overall rebranding of the business, and Boom were fundamental in providing a fresh new look and logo design – which was deployed across entire business including signage & delivery vehicles. The previous Appliance City website and branding was dated, and the company felt that it no longer represented the quality of service and expertise they offer. What’s more, the basket often timed out, which affected conversion rates and provided a poor user experience.

Organically, the site was performing at a reasonable level, but it wasn’t easy to make all the
changes needed from an SEO perspective.

The new site needed to be fresh, clean, easy to use and focused on Appliance City’s key areas of expertise – their product breadth and knowledge, and their excellent customer service.

What We Did

The first port of call was to assess the client’s needs to make sure that their brief was fulfilled. So, we worked closely with the Appliance City team to define a bespoke specification outlining their needs for the new website. As no two businesses are the same, we only use tailored specifications to build a website – ensuring no key features get left behind.

Over the term of the project we implemented the following elements:

  • Incorporation of new logo and branding
  • Fully customised WooCommerce – we configured a WordPress and WooCommerce webstore to act as front end for Appliance City’s internal stock and order management systems
  • Addition of a delivery calculator, multi-buy system and “frequently bought together” functionality
  • Addition of a bulk coupon uploader
  • Integration with Miele’s sales platform and ability to design brand pages according to brand guidelines given by suppliers
  • Robust caching for a stable and fast page performance
  • 301 redirects to ensure traffic and link equity were maintained when URLs changed
  • Addition of Yoast to aid SEO

As the site is WordPress, it is easy for the marketing team to edit as they need to and customise pages to deliver an on-brand experience for any brand of appliances. Take a look at their Miele page for an example of this.

We also ensured that the site would create a customisable Google Shopping feed to aid the PPC team in delivering Shopping ads and support the variety of offers and promotions that Appliance City utilise.

We also helped with website training which covered how to use WooCommerce, how to add content, and how to use WordPress page builders so that the client could easily update and maintain the website from their side.

The Results

Working closely with Appliance City, our team of developers created a site that was stable, SEO-friendly, easy to maintain and navigate, and much more modern in appearance.

Since the new website went live in 2018, there has been a considerable increase in organic traffic and conversion rate has substantially increased. Black Friday 2018, the first since the site went live, was their best ever, and the stability of the site meant it was easily able to cope with the increased traffic.

Responsive web design

Looking Ahead

We continue to work with Appliance City on their SEO, PPC and ongoing website development and enjoy an excellent working relationship, where both parties are able to go to the other with ideas and suggestions and Boom are always on hand to provide development and technical support.

Appliance City logo

Appliance City


  • Rebrand and refresh
  • Build a robust eCommerce website
  • Improve their year-on-year ROI

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