GMLUK case study · Results checked 29 July 2026
More leads in six weeks than the old site generated in a year — from organic, paid and AI search.
RavenSpark turned GMLUK’s deep manufacturing expertise into a digital acquisition system that could be found, trusted and measured. It created accountable leads from Google Ads, accelerated organic search and opened an emerging source of enquiries from AI assistants.
6 weeks
To generate more sales leads than the old site did in the previous 12 months
+259%
Organic clicks: 309 versus 86 in the previous like-for-like 57-day period
15
Primary Google Ads conversions at an average cost of £44.52
6
Leads attributed to AI assistants including ChatGPT, Copilot and Perplexity
≈£100k
Approximate quoted pipeline value — commercially rounded and not claimed revenue
The challenge
A third-generation British manufacturer with 50 years of expertise, held back by a website that barely showed what it could do.
GMLUK is a third-generation British manufacturer with more than 50 years of specialist knowledge in paper converting and food-safe packaging. Its old Wix site did not communicate that depth or help buyers find the right product, application or manufacturing capability.
This was an established, highly capable manufacturer whose online presence understated its scale, production capability and competitive advantage. Buyers could not see the business GMLUK had spent generations building.
Search visibility depended heavily on people who already knew the company name. Quote, contact and sample enquiries arrived with limited context, and the team had no shared view connecting marketing spend to quoted opportunities.
The approach
The complete journey was designed as one system.
01
Get found
A new information architecture exposed GMLUK’s products, manufacturing capabilities, industries and applications to human buyers, Google and AI assistants.
- 35-product catalogue
- Seven manufacturing service pages
- Four industry hubs
- Twenty launch-ready expert articles
- Technical search, schema, sitemap and redirects
02
Build trust
Technical specifications, food-contact compliance, factory imagery, certification and a factory walkthrough brought evidence from the production floor into the buying journey.
- Clear trade and brand buying routes
- Specifications and production detail
- Real factory and team evidence
- Consistent commercial positioning
03
Generate enquiries
High-intent pages were paired with the right next action instead of sending every visitor through one generic contact route.
- Segmented quote journeys
- Short landing-page forms
- Free sample-pack requests
- Sustainability calculator
- Ongoing conversion improvement
04
Track commercial results
Enquiries carry source, campaign, landing page, conversion page and available click identifiers into a lightweight commercial workspace.
- Lead attribution
- Contacts, companies and deals
- Visual sales pipeline
- Quotation value tracking
- Call intelligence and follow-up prompts
Measured results
Paid search proved demand. Organic search widened the market. AI referrals showed where buyers are heading.
53 sales leads by 28 July
The site launched on 3 June 2026 and generated 28 sales leads in its first 42 days — more than the previous website had produced across the prior 12 months. By 28 July, the total had reached 53 sales leads.
Organic search accelerated
The first 57 days of the new site were compared with the immediately preceding 57 days in the same Search Console property.
| Metric | Old | New | Change |
|---|---|---|---|
| Clicks | 86 | 309 | +259% |
| Impressions | 2,090 | 18,766 | +798% |
Google Ads became accountable
From launch to 29 July: 1,931 impressions, 198 clicks, a 10.25% click-through rate and 15 primary conversions from £667.82 spend.
£44.52 average cost per conversion
AI assistants generated identifiable leads
AI assistants referred 91 external-entry pageviews in the latest measured 28-day period. Six lead records were attributed to services including ChatGPT, Copilot and Perplexity — an acquisition route many established businesses are not yet measuring.
Approximately £100,000 in quoted pipeline
The precise value is commercially sensitive, so it is reported here as a rounded figure. It represents opportunities that reached quote stage, not won revenue — an important distinction the tracking system makes visible.
Why it matters
The website did not create these results on its own.
Search visibility needed credible pages. Traffic needed clear conversion routes. Enquiries needed attribution, qualification and follow-up. The result came from connecting the whole journey.
Get found → build trust → generate enquiries → track commercial results → improve the next cycle.