Balmers GM is one of the UK’s largest independent turf and groundcare machinery dealers, with a long-standing reputation for quality products and service excellence. While their physical locations were thriving, their digital presence was virtually non-existent.
To launch a brand-new e-commerce platform from the ground up, and turn it into a serious revenue-generating channel. The goal wasn’t just to “get online” — it was to build a best-in-class e-commerce experience that matched the standards customers expected from Balmers in-store.
We partnered with Balmers GM to deliver a full-service digital transformation, covering every touchpoint from first click to final checkout.
1. Website Development & UX Strategy
We designed and developed a modern, mobile-responsive e-commerce site with a clear focus on performance and usability. Speed, structure, and seamless navigation were all prioritised to ensure a smooth user experience across all devices.
2. SEO & Content Optimisation
A robust organic search strategy was implemented from day one. This included keyword research, on-page optimisation, content creation, and a technical SEO foundation to ensure Balmers would rank competitively for high-intent search terms.
3. Paid Search & Social Campaigns
We delivered targeted Google Ads and paid social campaigns to drive qualified traffic to the site, supported by retargeting and seasonal promotions to maximise ROI throughout the year.
4. Email Marketing & Customer Retention
Strategic email marketing helped turn one-time buyers into repeat customers. Campaigns were tailored around product launches, seasonal trends, and promotional events to keep users engaged and coming back.
5. Ongoing UX Improvements
Conversion Rate Optimisation (CRO) was a continuous priority. Through regular A/B testing and user feedback, we refined the site experience to remove friction, reduce bounce rates, and increase basket size.
What started from zero revenue quickly became a major digital sales channel, delivering 7-figure turnover within four years.
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THE AUTOMOWER® MICROSITE: A STRATEGIC BOOST
As part of our wider strategy, we launched a dedicated Husqvarna Automower® microsite—a self-contained shopping and research experience that helped customers identify the right product for their needs. The microsite featured:
Custom-written content tailored to user queries
A lawn size calculator tool to match customers with the ideal mower
Detailed product comparison guides and decision support
This wasn’t just a page on the site — it was a powerful lead-conversion engine built inside the Balmers digital ecosystem.
Balmers GM’s e-commerce journey is proof of what’s possible when a brand fully embraces digital with the right strategy, the right tools, and the right team.
By aligning customer experience with performance marketing and SEO, we helped transform an offline legacy brand into an online leader, generating over £1.2 million in digital revenue and setting the stage for continued year-on-year growth.
This is what e-commerce done properly looks like.
Get in touch today and lets take your store to the next level.
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T: 0161 764 6500
E: hello@wilson-cooke.co.uk
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