Mansfield Fireplace & Stove Centre
A complete digital overhaul for a family-run fireplace and stove specialist — delivering an 8x increase in organic traffic, 6x growth in keyword rankings and a tripling of showroom footfall through web design, SEO and targeted PPC.
Client
Mansfield Fireplace & Stove Centre
Website
mansfieldfireplaces.comServices
Categories
Sector
Published
The
Challenge.
Mansfield Fireplace & Stove Centre is a family-run business with over 100 years of combined experience in the design, supply and installation of fireplaces, stoves and bespoke media walls. Based in Mansfield, Nottinghamshire, they operate a flagship showroom with over 75 live displays and have recently expanded with a second location in Sheffield.
Despite their strong reputation locally and an impressive product range — including exclusive stockist status for Charnwood stoves — their digital presence was not reflecting the quality of the business. Their existing website was outdated, slow and difficult to navigate. It was not ranking for the product and location-based searches their customers were using, and it was failing to convert the traffic it did receive into showroom visits or enquiries.
They came to Web & Roll with a clear goal: build a website that properly represents the business, drives organic traffic and supports the growth of both their Mansfield and Sheffield locations.
Key challenges
Outdated, underperforming website
Slow load times, poor mobile experience and no clear conversion pathway were losing potential customers before they could enquire.
Very limited organic visibility
The site was not ranking for core product or location-based search terms, leaving high-intent buyers finding competitors instead.
No PPC activity
Missing entirely from paid search meant the business had no presence for buyers actively searching for fireplaces and stoves.
Two locations to represent
Mansfield and Sheffield have different catchment areas and customer profiles — the site needed to serve both effectively.
Visual product range
Fireplaces and stoves are highly visual products. The existing site did not showcase the showroom range in a way that reflected its quality.
Our
Approach.
We began with a full discovery phase — meeting with the Mansfield Fireplaces team to understand their product range, their customers and the specific search landscape for the fireplace and stove market in the East Midlands and South Yorkshire. The project was structured across three workstreams: a new bespoke website, an ongoing SEO campaign and a Google Ads account built from scratch.
The approach
Web Design
Built on Next.js and Payload CMS with large-format imagery, intuitive product category navigation and dedicated pages for fireplaces, stoves, gas fires, electric fires and bespoke media walls. Every page structured to drive visitors towards calling or booking a showroom visit.
Search Engine Optimisation
In-depth keyword research across product and location terms covering Mansfield, Nottingham, Sheffield, Chesterfield and the wider East Midlands. Full on-site SEO implementation across title tags, meta descriptions, heading structure, internal linking and schema markup.
Pay Per Click
Google Ads account built from scratch. Campaigns structured around core product categories and targeted at high-intent searches across key geographic areas. Conversion tracking set up to measure phone calls and contact form submissions directly attributable to paid search.
The
Results.
The impact of the project was significant across all three channels and delivered measurable results for the business within the first six months of launch.
Outcomes
8x increase in organic traffic
Organic search traffic grew 800% year on year. The combination of a technically sound website, comprehensive on-page optimisation and a well-structured content architecture drove substantial improvements across core product and location terms.
6x growth in keyword rankings
Keywords ranking in Google's top 10 grew by 600%, including first-page positions for high-value terms across multiple product categories and locations.
3x increase in showroom footfall
Showroom visits tripled in the twelve months following launch, driven by the combination of stronger organic visibility, targeted PPC and a website designed around driving in-person visits.
Strong PPC return
Cost per conversion kept well below industry average for home improvement. Campaigns consistently generated phone calls and enquiry form submissions from buyers in the purchase phase.
Platform supporting ongoing growth
The CMS setup has allowed the team to launch new product category pages, publish installation case studies and expand their location coverage independently — without requiring developer resource for every update.
Client
Feedback.
We knew we needed a new website but we didn’t fully appreciate how much of a difference the right digital strategy would make to the business as a whole. Web & Roll took the time to really understand what we do and built something we are genuinely proud of. The results have been beyond what we expected - more people are finding us online, more people are walking through the door, and the website reflects the quality of what we offer. We couldn’t recommend them highly enough.
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