Arbtech CRO & PPC Case Study // Salience

Since ecological surveys are a very niche market, Arbtech required an industry leading website that increased performance and focused on improving the number of new online enquiries.

The existing site converted traffic at a reasonable rate but we believed improvements could be made by improving the content, positioning of call to actions and quality of content surrounding these.

The new website was to act as the platform for growth over the coming years so we identified WordPress as the most economical and practical content management system for the project. Its stability, security and access to a wider variety of 3rd party plugins made the platform ideal for the new site.

Services Content, PPC

Industry Lead-Gen

With Arbtech already running mature SEO and PPC activity, this wasn’t a “start from scratch” rebuild.

Our priority was to protect what was already working, remove friction in the customer journey, and create a website designed to convert high-intent visitors into enquiries with minimal hand-holding.

Data Analysis

Arbtech’s strong base of site optimisation meant we were able to use their existing data and analytics to understand the user journey and identify important pages for SEO in terms of traffic, links and social to initiate a migration plan. This maintained the trust and authority of the site within the search engines.

Using the insight, we placed key pages prominently within the site structure and page analytics assisted placement of content, statements of confidence and call to actions.

Site Design
The business model that Arbtech maintained was based on high volume, low-cost cases as opposed to the more complex projects that some of the competitor sites targeted.

The new website design had to reflect this, focusing on nurturing online conversion with little interaction between Arbtech and their customers.

The results were clean, conversion-focused, content-rich pages that clearly communicated the proposition, price, and unique selling points of Arbtech to the target audience.

The migration and rebuild delivered exactly what Arbtech needed: a future-proof platform designed to turn niche search demand into consistent, scalable enquiries.

By using existing performance data to protect SEO equity, prioritise high-impact pages, and refine the user journey, the new WordPress site didn’t just “look better”; it worked harder. Content was strengthened, the proposition was clearer, and calls to action were placed where users were most likely to convert. Combined with a mobile-first build, this created a smoother path from landing to enquiry across every device.

The outcome was a measurable uplift across key user metrics, which gave the team confidence to invest further in acquisition. With better on-site engagement and conversion performance, paid search could be targeted more aggressively across devices, location and demographic, driving more qualified traffic into a site built to convert.

Overall, the project proved to be a complete success, increasing leads, revenue and sales across the board—and more than justifying the investment in the new website as Arbtech’s long-term platform for growth.