Treecycling UK: Before & After

The Challenge

Treecycling UK had a strong story: Sustainably sourced timber, crafted into bespoke furniture. But their website wasn't telling it. Navigation was cluttered, the path to purchase involved unnecessary steps, and there was no content strategy driving organic visibility. The homepage had no consistent calls-to-action, leaving visitors with no clear next step. The site was effectively invisible both to traditional search engines and to the growing number of customers now discovering products through AI-powered search tools like ChatGPT and Google's AI Overviews.

The Approach

The rebuild focused on five areas working together rather than in isolation:

• Streamlined purchase flow. The checkout journey was rebuilt around a one-click flow, removing friction between a customer finding a product and completing a purchase.
• Enhanced UX/UI. Navigation, product presentation, and mobile responsiveness were redesigned around how customers actually browse and buy handcrafted timber products online.
• Clear calls-to-action. The original homepage had no consistent prompts guiding visitors toward a next step. No "Shop Now" path from browsing to buying. The rebuild introduced clear, purposeful CTAs throughout the homepage, giving visitors an obvious next action at every stage of the journey rather than leaving them to figure it out themselves.
• SEO through content. Rather than treating SEO as a technical afterthought, a blog and content strategy was built directly into the site, targeting the sourcing story (reclaimed and storm-felled timber, sustainable sourcing practices) that differentiates Treecycling from generic furniture retailers.
• GEO optimised for AI search. As search behaviour shifts toward AI assistants and answer engines, the site's structure and content were built to be citable by these tools, not just crawlable by traditional search. An early-mover advantage most small competitors haven't addressed yet.
• Streamlined email marketing. Customer follow-up and re-engagement were moved from manual, ad-hoc outreach to automated workflows, freeing up the owner's time while keeping customers connected to reviews, new stock and content.

The Result

The combined effect was a site that converts more of the traffic it already had, and increasingly earns new traffic through both search and AI-driven discovery. Sales and order volume both grew significantly year-over-year following the rebuild (up 491% year-over-year). Proof that the underlying story just needed a site built to tell it properly.