Case study · Accessibility & home services
The Stairlift Store SEO case study.
A complicated purchase became easier to decide.
The Stairlift Store was already an established business when Webbies began working with it. The opportunity was not to start over. It was to make the existing website more useful for the searches, questions and decisions that matter when someone is choosing a stairlift.
Website structure, SEO, buying guidance and enquiry paths were improved as one connected system.
The Stairlift StoreEstablished accessibility business
The starting point
A strong offline business had an online journey that wasn’t doing enough.
By the time The Stairlift Store came to Webbies, the company had already invested significantly in website and SEO services with other providers but had seen limited return.
The business itself was well established. The website did not reflect that same strength. The problem was not simply “more rankings.” The website needed to connect the searches people were making with useful information, credible experience and a clear next step.
- Established business
- More than 1,000 stairlift installations across the GTA.
- Website visibility
- The earlier documented period recorded more than 90% fewer monthly website clicks.
- Form activity
- The earlier documented period recorded roughly 88–95% fewer form enquiries.
The constraint: the business had experience and demand. The website needed to represent both more effectively.
What we found
Search demand existed. Too much of it had nowhere useful to land.
Buying a stairlift involves more questions than choosing a simple product. Customers may need to understand staircase type, equipment options, pricing, installation, rentals, used equipment and what is appropriate for their situation before they are ready to enquire.
Important services needed stronger destinations
Curved stairlifts, rentals, used stairlifts, outdoor stairlifts, narrow-stair solutions and removals had limited search visibility.
Buying questions were under-answered
Pricing and other practical purchase questions were not explained clearly enough for someone actively comparing options.
Experience was not sufficiently visible
Internal linking was weak, related content was disconnected and the site did not make enough use of the experience already inside the business.
Traffic and enquiry paths were disconnected
People were reaching the site, but service pages, forms and calls to action were not doing enough to move visitors toward an enquiry.
One connected search and website system
The existing website was improved around how people actually research a stairlift.
Webbies improved the existing website rather than replacing it. The work connected search demand, useful destinations, buying guidance and enquiry paths instead of treating SEO and the website as separate projects.
What changed
The site became a more useful bridge between search intent and a confident enquiry.
Build useful destinations around search demand
Higher-intent services and product needs received clearer destinations, with stronger local relevance where it mattered.
Connect related information
Internal linking was strengthened so service pages, buying information and supporting resources worked together.
Answer questions before the enquiry
Pricing content, comparisons, calculators and educational articles supported practical research around stairlifts and installation.
Make action easier once confidence was there
Forms, calls to action, mobile contact options and trust signals were improved so visibility had a clearer route to a quote request.
The goal was not simply to rank for more keywords. It was to attract relevant visitors and make the website more useful once they arrived.
Documented growth
More people found the website—and more of them reached the enquiry path.
Across the documented campaign period, The Stairlift Store recorded substantial growth in both website visibility and form activity. Updated SEMrush evidence also shows a stronger traffic trend and broader keyword coverage behind that growth.
Interpretation
Monthly website clicks increased by more than nine times compared with the earlier documented performance, while updated SEMrush evidence shows organic traffic reaching roughly 1,920 monthly visits in the latest snapshot.
Form activity
At the strongest documented comparison, monthly form submissions increased by as much as 1,900%. Updated visibility evidence also shows a broader ranking footprint supporting that stronger enquiry path.
The form-submission percentage was calculated manually from the underlying monthly submission totals. Results varied by period and represent historical performance, not a guarantee of future results.
Monthly website clicks900%+Documented growth
Monthly form submissionsUp to 1,900%Documented growth
A broader search footprint
Growth was not dependent on one or two winning searches.
The site’s overall ranking footprint expanded alongside the growth in website activity. Rankings are supporting evidence—not the end goal.
Supporting search evidence
The ranking footprint expanded across the subject rather than relying on one isolated keyword.
Ranking keywords287 → 1,527
Supporting search evidence. Updated snapshots show broader keyword coverage, stronger top-position visibility and a March 2026 Search Console snapshot of 884 clicks and 63.3K impressions, while the primary outcome remains increased website activity and form submissions.
01Top-10 rankings: 33 → 134
02Top-three rankings: 8 → 38
03Broader visibility across stairlift-related searches
What the project demonstrates
Search performed better when the website became more useful to the buyer.
The strongest lesson from The Stairlift Store project is not that one SEO tactic produced one large percentage. Important services received clearer destinations. Pricing and comparison questions were addressed earlier. Related pages were connected. The company’s experience became easier to understand. And when someone was ready to act, the route to an enquiry was clearer.
That relationship between qualified visibility, useful website structure and conversion paths is central to Webbies’ SEO & Local Search and Web Design & Development work.
Clear destinationsUseful answersConnected structureEasier action