Stair Parts Direct is one of the UK’s leading online retailers for staircase components, supplying handrails, spindles, newel posts and other structural stair products to homeowners, tradespeople and developers.
The business had built strong revenue growth through the Google Ads ecosystem but recognised the need to diversify acquisition channels and strengthen retention through owned marketing platforms.
Climb & Conquer were engaged to support this next phase of growth across SEO and email marketing, working closely with their internal team and development partners to create a stronger organic and lifecycle marketing foundation.
Climb & Conquer implemented a structured programme across SEO, email strategy and development support to create a more scalable marketing framework.
Email Strategy & Data Optimisation
We began with a full audit of the Mailchimp environment, analysing engagement levels, database quality and infrastructure health.
This allowed us to introduce a number of improvements and also carry out continuity/planned work on:
- Advanced audience segmentation based on behaviour, purchase history and engagement
- Improvements to inbox deliverability and sending infrastructure
- Data hygiene and engagement monitoring to protect long-term inbox authority
- The introduction of automated lifecycle flows to support conversion and retention
- Optimisation of data capture across the website, significantly increasing subscriber acquisition
These changes moved the programme away from broad “send-to-all” campaigns towards targeted, behaviour-driven messaging.
SEO & Website Optimisation
In parallel, Climb & Conquer conducted a full technical SEO audit, identifying areas where the website structure and architecture could better support organic performance.
Working directly with Stair Parts Direct’s development team, we:
- Improved the technical SEO foundations of the website
- Optimised key category and product pages for high-intent search queries
- Expanded keyword targeting across secondary and supporting search terms
- Strengthened internal linking and site structure
- Developed a long-term SEO roadmap focused on both transactional and informational search demand
This approach ensured that the site could capture demand across the entire purchase journey, from research through to product selection.
The combined SEO and email programme has delivered measurable improvements across acquisition, engagement and customer data growth.
Within the first 90 days, optimised data capture alone generated over 5,000 new email subscribers, significantly expanding the brand’s owned marketing audience.
Email performance continues to deliver strong commercial value, generating almost £100,000 in attributed revenue in the most recent reporting period, representing a 40% increase compared with the previous period.
From an organic search perspective, visibility and ranking performance have steadily improved following the technical overhaul and optimisation programme. Core category keywords such as handrails, stair parts and spindles have strengthened their search positions while secondary keyword targeting has expanded the site’s reach across related searches. 
Notably, several high-value keywords have moved into top positions in Google, with improvements including:
- “Handrail” moving from position 4 to position 1
- “Handrails” moving from position 6 to position 1
- “Balusters” moving from position 14 to position 3
- “Staircase plans” moving from position 31 to position 3 
The campaign continues to evolve, with ongoing development work, further SEO expansion and continued lifecycle marketing optimisation designed to support sustained growth across multiple channels.
