Seasonal Trends
Visibility Vs Authority
Link Acquisition
Content Performance
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Brands Ranked
Report Updated June 2025
"I am massively grateful for this report and there aren't many other useful ones I have found for online flower services."
- Arena Flowers, Data Scientist, Aaron Grove
"The report it was very interesting as has been the case in previous years."
- BOX, Marketing Manager, Mike Hart
"Really impressed with the work done behind the research, really well done to the team and Salience"
- Funding Options, Head of Organic, Sonia Morrison
In our 2025 Decorators Market Report, we uncover the standout brands painting a strong picture in the online space. We’ve analysed over 250 decorating brands, from paint suppliers to wallpaper specialists, to find out who’s brushing up well and who’s fading into the background.
From visibility gains and keyword opportunities to the brands winning on social and trust, this report gives a fresh coat of insight into where the industry stands, as well as where your brand can level up.
Curious how your brand compares? Download our free Decorators Market Report to discover your ranking and how to sharpen your digital strategy.
Who Are the Winners and Losers in the Decorator Industry?
Despite a relatively steady year for the market overall, with a 9% increase in visibility across the industry, the visibility landscape remains competitive. Several decorator brands have freshened up their SEO strategies and climbed the ranks in 2025. Topping the leaderboard are:
1. dulux.co.uk
2. farrow-ball.com
3. littlegreene.com
4. wallpaperdirect.com
5. worldofwallpaper.com
6. johnstonespaint.com
7. grahambrown.com
8. thepaintshed.com
9. duluxdecoratorcentre.co.uk
10. valsparpaint.co.uk
Decorator Market Visibility Wins & Losses
More significantly, some brands have given their digital presence a makeover this year, achieving huge year-on-year visibility growth. Notable climbers include sandbergwallpaper.com with a 225% boost and lusthome.com with an impressive 238% rise.
Our top 5 visibility winners are:
1. dulux.co.uk (+14%)
2. farrow-ball.com (+25%)
3. littlegreene.com (+33%)
4. firedearth.com (+60%)
5. wallpapershop.co.uk (+67%)
But while some brands shine, others have seen their online footprint fade. paintwell.co.uk took the biggest hit, with a 76% drop in visibility, followed closely by wallpaper-uk.com and crowndecoratingcentres.co.uk.
Our 5 biggest visibility losers:
1. decoratingcentreonline.co.uk (-20%)
2. paintersworld.co.uk (-23%)
3. crowndecoratingcentres.co.uk (-24%)
4. wallpaper-uk.com (-38%)
5. paintwell.co.uk (-76%)
Falling rankings? Download our full report, packed with practical SEO takeaways, to help your brand get back in the game.
Decorators Keywords & Trends
Keywords are one of the best ways to touch up your rankings and increase your brand visibility. We've highlighted two categories: high-competition keywords, which are harder to rank for but offer huge traffic potential, and opportunity keywords, which are easier to rank for and great for niche branding, focusing on more targeted traffic.
High competition keywords in the decorating sector include “peel and stick wallpaper”, with a competitiveness rating of 23 and “removable wallpaper”, with a score of 24.
Some examples of opportunity keywords in our Decorators Market Report are “blue wall paint,” which has a much lower competitiveness rating of 3, and “interior paint,” which scores 9.
To see the full keyword list, download our report or check out our Local SEO Cheat Sheet.
Social Media & Brand Reach
Social media isn’t just about likes and shares; it’s an effective way to build recognition, credibility, and conversion. That’s why we’ve ranked brands using an ‘Owned Social Score’, combining presence across Instagram, Twitter, and Facebook.
Leading the charge on social, it’s dulux.co.uk with an owned social score of 13,604. Dulux’s success is driven by a strong multi-channel approach with rich, visually engaging content that keeps them top of mind for decorators and DIYers.
In second place, it’s farrow-ball.com with a score of 3,559. They use a similar strategy, posting high-quality photos and videos that keep users engaged and inspired, positioning them as experts in the decorating space.
Interested in how your brand is doing? Download our free Decorators Market Report and find out how you’re performing on socials.
The Most Trustworthy Decorator Sites
Being trustworthy is important to customers and a quality that SERPs look for when ranking your site. Focusing on EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) to make your brand more credible will get you in Google’s good books and help push you up the results page.
We looked at Trustpilot ratings and review counts to see which brands customers trust most.
Here are the top 10 most trusted decorating sites:
1. wallpaperdirect.com
2. thepaintshed.com
3. nextdaypaint.co.uk
4. brewers.co.uk
5. gowallpaper.co.uk
6. frenchicpaint.co.uk
7. iwantwallpaper.co.uk
8. littlegreene.com
9. photowall.co.uk
10. worldofwallpaper.com
The Fastest Decorator Sites
Online users won’t wait around for your site to load, and neither will Google. These brands have nailed speed and performance, making them front-runners in both customer experience and SEO.
Top 5 fastest decorator websites:
1. wallpaperdirect.com
2. wmorrisandco.com
3. wallpaperfromthe70s.com
4. wallsauce.com
5. wallpapershop.co.uk
Speed and UX go hand-in-hand. If your site’s dragging, it might be time for a performance audit. Contact our team for a chat about how you can level up.
Download Our Free Decorators Market Report
Didn’t see your brand in the spotlight? Get the full picture by downloading our free Decorators Market Report.
Packed with exclusive insights, rankings, keyword breakdowns and more, all designed to help you give your digital strategy a complete makeover.
Or, for tailored insights specific to your brand, get in touch for a free strategy audit from our SEO team.
