Willow & Hall is the home of beautifully crafted British-made sofas, sofa beds, armchairs and more. With furniture lovingly handmade in Wiltshire, Lancashire and Mid Glamorgan, the brand brings together generations of craftsmanship with modern personalisation. They offer over 150 fabrics, a choice of cushion types and bespoke finish options. Known for their ethical approach, sustainable materials and superior quality, Willow & Hall is a standout name in the premium furniture market.
Climb & Conquer began working with Willow & Hall to support a technically complex Magento migration and help unlock greater visibility across organic search. From safeguarding their existing rankings to growing new keyword opportunities, this is a case study in sustainable SEO growth during a critical period of change.
We approached the project with a dual focus: protect the existing performance through the migration and build stronger foundations for organic growth post-launch.
Migration Safeguarding
We managed the migration from a search-first perspective, from URL mapping to redirect planning and pre-launch QA, ensuring no loss of authority and a smooth transition.
Ranking & Visibility Growth
Alongside the migration we built and executed an SEO strategy focused on long-term growth, targeting high-intent and commercially valuable keywords in the furniture space.
On-Site & Technical Enhancements
We supported the internal development team with ongoing improvements to metadata, internal linking, crawl efficiency and page speed to maximise post-migration impact.
Top of page rankings for high-converting keywords like:
- Quality armchairs
- Single sofa bed
- Handmade sofas
- Over 40 keywords now ranking and growing steadily
- 114% increase in clicks for non-branded flagship keywords
- 96% increase in non-branded impressions
