How we took UK Turnstiles to #1 on Google - and delivered £987,331 of SEO-attributed pipeline.
In six months: 131 qualified leads, 9.28% Share of Voice, and £48.66 of pipeline for every £1 of marketing spend.
£2.5m
ATTRIBUTED PIPELINE
+367%
organic traffic
45
inbound leads per month
#1
ranking on Google UK
for "turnstiles"
9.28%
SEO Share of Voice
Jan 2025 to Jul 2026
The challenge
UK Turnstiles is a leading installer of entrance control solutions – stadiums, universities, gyms, data centres and corporate HQs they also cover a myriad of industry sectors from dairy, film, events and construction all these industries rely on their products. But when we started, their website wasn’t delivering for the business.
Commercial search traffic for high-value terms was being won by larger rivals: EA Group, Barriers Direct, Thrulane and Gunnebo Entrance Control. Their own SEO Share of Voice sat well below potential, key product and category pages were underperforming, and the site wasn’t converting the enquiries it should have been.
The goal was simple: turn organic search into a predictable, high-value source of B2B marketing lease to bolster the sales pipeline.
Our approach
A three-phase programme built for quick wins and compounding long-term growth.
TECHNICAL FOUNDATIONS
Full technical audit; fixed crawl and indexation issues; improved Core Web Vitals; implemented Product, Organisation and FAQ schema; tightened internal linking between category, product and case-study pages.
Keyword & on-page strategy
Mapped 184 priority keywords to product, category and sector pages. Rewrote page titles, meta descriptions and body copy across speed gates, full-height turnstiles, swing gates, tripod turnstiles, biometric access control and facial recognition – all built around real commercial search intent.
Content & authority building
Launched a content programme targeting specifier and buyer questions – product spotlights, sector case studies (Greenhead College, UTC Portsmouth, Saltdean Lido, Reiss London, Multiplex and more), and supporting digital PR to close the Share of Voice gap with EA Group and Gunnebo.
This isn’t a story about ranking for vanity terms. It’s a story about matching every optimisation to a commercial outcome – the pages that buyers land on, the questions specifiers ask, the decisions facilities managers make. Every Top 3 keyword we won was chosen because it maps directly to a quote request, and the numbers show it: a £48.66 pipeline return on every pound of marketing spend is a result most B2B marketing teams can only dream of.
Want to be the next case study?
If you’re a manufacturer, specifier or service business whose website isn’t pulling its weight, we’d love to take a look. Book a free 30-minute SEO audit and we’ll show you exactly where the opportunities are – and what the upside could look like.