SEO Wasn’t the Issue. The System Was.
A trusted electrical services business partnered with Arrow Marketing & Sales to get more value from its website. By improving SEO foundations and fixing mobile performance issues, the business was able to turn existing visibility into more consistent, higher-quality enquiries.
Table of Contents
About the Client
The client is a professional electrical services provider operating across South Africa. Known for reliable workmanship and a strong reputation in their sector, the business supports a wide range of residential, commercial, and industrial electrical needs.
While the business itself was well established and trusted, their website was expected to play a bigger role in driving consistent enquiries through organic search, particularly as more customers began searching and converting on mobile.
Problem
The client’s website wasn’t failing but it wasn’t fully performing either.
Despite strong SEO fundamentals, the site struggled with:
- Slow mobile load times.
- Inconsistent on-page optimisation.
- Limited authority and local SEO signals.
Desktop performance was reasonable, but mobile users were experiencing delays that quietly impacted engagement, rankings, and conversion potential.
The challenge wasn’t visibility alone, it was unlocking performance without breaking what already worked.
Approach
Arrow approached the project by fixing the SEO system, not chasing surface-level wins.
Our teams focus was on:
-
Technical SEO & Core Web Vitals
Optimised Core Web Vitals to improve site health and stability, with a strong focus on real-world performance metrics that influence rankings and user experience. -
Mobile Performance Optimisation
Improved speed, rendering, and layout stability for mobile users, ensuring the site performs reliably as mobile search and conversion continue to dominate user behaviour. -
Structural SEO Optimisation
Identified and addressed structural SEO gaps affecting crawlability, click-through rates, and keyword relevance, including page hierarchy, metadata, and content structure. -
Data-Led Optimisation Roadmap
Established a clear, measurable SEO roadmap informed by ongoing reporting and performance data, allowing improvements to be prioritised based on impact rather than assumptions.
Month-on-month SEO reporting allowed our team to measure progress accurately and prioritise improvements with the highest impact.
Results
+11 Point Desktop Performance Gain
Desktop performance scores increased from 86 to 97, reflecting significant improvements in speed, stability, and overall technical health.
Up to 45% Faster Load Times (LCP)
Desktop Largest Contentful Paint improved from 2.2s to as low as 1.2s, while mobile LCP was reduced from 14.0s to 7.1s, materially improving user experience and search-readiness.
100% Best Practices & Clear Next Steps
Best Practices scores remained at 100/100, validating a secure, stable platform, while performance data clearly identified remaining mobile optimisation priorities and the order in which to address them.
Consistently Strong SEO Scores
SEO performance remained high throughout the optimisation period, reaching up to 100/100 on mobile and 92/100 on desktop, confirming solid on-page and technical foundations.
Client Testimonial
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