B2B SEO

AF Switchgear

SEO Strategy Delivering Growth in Organic Conversions for a Low Voltage Distribution Solutions Specialist

afswitchgear.co.uk

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0%

Increase in organic conversions

0%

Increase in keyword rankings

0%

Increase in organic traffic

Executive Summary

Client Overview

AF Switchgear is one of the UK’s leading manufacturers of low voltage distribution solutions, specialising in the design, build, and installation of bespoke electrical switchgear systems. The company provides engineered power distribution solutions to sectors including data centres, construction, and utilities.

Main Challenge

The business wanted to expand its digital footprint and attract more high-quality leads through its website. Despite a strong offline reputation, AF Switchgear’s online visibility for core keywords such as low voltage distribution solutions was limited. The challenge was to strengthen organic presence, boost keyword performance, and convert more of their specialist website traffic into meaningful enquiries.

Services Provided

Fly High Media delivered a full SEO strategy designed to increase authority, search visibility, and conversion rates. This included technical SEO, content development, on-page optimisation, and a keyword-driven content strategy focused on the client’s most valuable industry terms, particularly low voltage distribution solutions.

Key Results

The SEO campaign achieved a 291% increase in organic conversions, a 254% rise in keyword rankings, and a 50% increase in organic traffic, helping AF Switchgear establish a stronger online presence within its specialised engineering sector.

About the Client

AF Switchgear is a family-owned British engineering company that designs and manufactures bespoke low voltage distribution solutions for clients across the UK and internationally. With a history spanning over 40 years, the company is known for its technical precision, innovation, and reliability in complex power distribution projects.

Objectives.

The aim was to boost the visibility of AF Switchgear’s core offerings online and attract more qualified enquiries from key industries. By increasing rankings for terms related to low voltage distribution solutions, the goal was to position the company as the go-to provider for high-performance electrical switchgear and power distribution systems.

Challenges.

The company operated in a niche, technical market dominated by established engineering competitors. Its previous website lacked keyword depth, category structure, and conversion pathways. Pages detailing products and systems were under-optimised, with limited schema, minimal metadata, and no clear engagement prompts. A comprehensive SEO rebuild was needed to improve visibility and strengthen the user journey.

Strategy.

To achieve this, we developed a structured SEO plan focused on visibility, user experience, and engagement. The campaign prioritised content that showcased AF Switchgear’s expertise in low voltage distribution solutions while making the site more accessible, informative, and conversion-friendly.

Technical SEO and Site Enhancements

We optimised the website’s structure to improve crawling and user navigation. Metadata, alt text, and schema were added or refined across all key pages. Site speed was enhanced through code and image compression, and contact forms were implemented on every landing page to simplify enquiries for clients seeking low voltage distribution solutions.

Content Development and Keyword Expansion

New service, product, and category pages were created to target high-value keywords related to low voltage distribution solutions, panel systems, and switchgear installations. Content depth was increased through detailed descriptions, FAQs, and industry-focused terminology that improved authority and relevance.

Engagement and Conversion Optimisation

Interactive hotspot images were introduced on key product pages to help users visualise switchgear components. Contact forms and calls to action were strategically placed throughout the site, increasing accessibility for potential customers. These UX improvements supported stronger engagement and lead generation across all devices.

Our Solution.

We created a long-term SEO framework to improve visibility, keyword authority, and user engagement. The focus was on aligning technical accuracy with high-quality content that positioned AF Switchgear as an expert provider of low voltage distribution solutions.

Enhanced metadata, schema, and internal linking across key pages.
Developed new content for service and category landing pages.
Created detailed FAQs and structured data for rich search results.

Implemented contact forms to boost enquiry rates.
Improved page speed and overall user experience.
Added interactive content to improve product engagement.

The Result.

The campaign significantly expanded AF Switchgear’s online visibility, delivering stronger keyword coverage, higher engagement, and more qualified enquiries from target industries. The improved rankings and conversion metrics reinforced the brand’s authority in specialist electrical engineering and power distribution markets.

291%

increase in organic conversions.

50%

increase in organic traffic.

254%

increase in keyword rankings.

61%

increase in leads from searches for low voltage distribution solutions.

Conclusion.

Fly High Media’s SEO strategy helped AF Switchgear strengthen its digital footprint, attract high-intent customers, and increase conversion rates. By optimising for low voltage distribution solutions and related technical search terms, we positioned the company as a trusted industry leader online, driving measurable growth in traffic, enquiries, and long-term search visibility.

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