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Latest insights from the decorating market
littlegreene.com’s visibility rose 33% YoY, exceeding 150K+ organic traffic for the first time.
Brand searches for Coat Paints climbed to 18,100/month (+40% in the last 3 months).
“blue and white floral wallpaper” searches surged 113%
decoratingcentreonline.co.uk, paintersworld.co.uk, and crowndecoratingcentres.co.uk saw the biggest drops in visibility rankings.
Who are the winners and losers in the decorating market?
Despite a steady year overall, with a 9% increase in visibility across the industry, the landscape remains competitive. Here are the brands topping the leaderboard in 2025.
Top 10 brands for visibility
| Rank | Brand |
|---|---|
| 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 |
Why it matters: In a market that is still growing, flat visibility means you are quietly losing share. The fastest climbers are the ones expanding category coverage and earning links with genuinely useful project content.
Decorating market visibility wins and losses
Top visibility winners (YoY)
| Rank | Brand | YoY |
|---|---|---|
| 1 | dulux.co.uk | +14% |
| 2 | farrow-ball.com | +25% |
| 3 | littlegreene.com | +33% |
| 4 | firedearth.com | +60% |
| 5 | wallpapershop.co.uk | +67% |
Biggest visibility losers (YoY)
| Rank | Brand | YoY |
|---|---|---|
| 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% |
Key insight: Big drops usually point to a mix of technical drag (slow templates, indexation issues) and thinner content depth across long-tail variations like colour, finish, room, and application.
Decorating keywords and trends
Keywords are one of the best ways to touch up rankings and grow visibility. We have split the landscape into high-competition keywords (harder to rank for, but huge traffic potential) and opportunity keywords (easier to rank for, and ideal for targeted growth).
| Keyword | Competitiveness | Type |
|---|---|---|
| peel and stick wallpaper | 23 | High competition |
| removable wallpaper | 24 | High competition |
| blue wall paint | 3 | Opportunity |
| interior paint | 9 | Opportunity |
Want the full keyword matrix? Download the report for the complete list, or explore our Local SEO Cheat Sheet for practical, quick wins.
Social media and brand reach
Social media builds recognition, credibility, and conversion. We ranked brands using an owned social score, based on presence across Instagram, X, and Facebook.
Here are our leaders:
| Rank | Brand | Owned Social Score |
|---|---|---|
| 1 | dulux.co.uk | 13,604 |
| 2 | farrow-ball.com | 3,559 |
Why it matters: Strong social presence supports search performance indirectly by increasing brand recall and helping your content earn links, shares, and repeat visits.
The most trustworthy decorating sites
Trust is both a ranking and a conversion lever. We reviewed Trustpilot ratings and review counts to identify the most trusted decorating sites.
Top 10 most trusted decorating sites
| Rank | Site |
|---|---|
| 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 decorating sites
Fast sites win on UX and SEO. These brands are setting the pace for performance.
Top 5 fastest decorating websites
| Rank | Site |
|---|---|
| 1 | wallpaperdirect.com |
| 2 | wmorrisandco.com |
| 3 | wallpaperfromthe70s.com |
| 4 | wallsauce.com |
| 5 | wallpapershop.co.uk |
Action point: Speed and UX go hand-in-hand. If your site is dragging, a focused performance audit can unlock gains across SEO and conversion.
Download our free Decorating Market Report
Get the full picture with exclusive insights, rankings, keyword breakdowns and more, designed to help you sharpen your digital strategy. Or, for tailored insights specific to your brand, get in touch for a free strategy audit.
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