Keypart Digital Marketing

Keypart was formed in 1988 and has grown to become the leading independent supplier of replacement and genuine parts for most marine leisure engines.

The Challenge

Keypart was facing an uphill struggle to push consumers to their website and grow their business. They were getting visits, but not getting sales. They were unable to identify why this was happening. Keypart do not have a showroom but operate as a mail-order company only. It was imperative they maximised every website visit, especially as they rely heavily on seasonal business. Previous campaigns by other online marketers had only focused on clicks through to their website. The lack of transparency meant they were unaware how their business was being affected by their SEO strategy.

The Solution

The following questions were asked of the client before a strategy was agreed upon: Why were Keypart’s website visitors not converting into customers? Why weren’t site visitors returning to the site? How could Urban Media target the Keypart audience and bring them back to the site? What are Keypart’s audience looking for? What drives their audience? What will motivate them to buy from a website?

The Google Ads approach:

As soon as Urban Media started working with them there was a focus on converting website visits to website sales. Several ads were created and directed to the appropriate pages. Active management of the campaigns identified language that improved click-through and conversion. The quality of the ads was improved to raise the ad position and performance. 


To help Keypart to grow online sales, Urban Media also addressed the issue of visitors not returning to the website with a remarketing campaign in Google Ads.  This was highly effective at raising brand awareness and allowed them to capitalise on their key summer sales period.

The SEO approach:

At Urban Media we will always focus on sales conversions rather than click-through rates. To reverse the trend of getting visits and not sales, Urban Media extensively researched the Keypart audience in order to understand what their motivation was and what would drive them to purchase. With this information, a robust SEO strategy was formulated and implemented. Keywords that provided a buying signal were identified and those keywords were worked on to improve Keypart’s website rankings for them.


  • 76.7% increase in Ads conversions in 30 days
  • 126.7% increase in Ads conversions in a year
  • Average ad position in position 1
  • After 6 months, 77.4% of key phrases on page 1
  • After 2 years, 90.6% of key phrases on page 1
  • 11.9% increase in organic conversions in a year
  • 42.9% increase in organic conversion rate in a year

Is Your Website Working For You?

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