CHOOSE PROJECT
Top challenges we overcame
Rival brands used modern layouts and concise messaging, making their products appear easier to understand.
CHALLENGE ONE
Competitors communicated benefits more cleanly and simply
CHALLENGE TWO
Competitor sites were more structured for “new to lime” homeowners
Other brands guided visitors through problem → product → solution; Ty-Mawr required users to self-navigate complex information.
Guides, videos, product comparisons, and FAQs were significantly stronger elsewhere.
CHALLENGE THREE
Competitors invested more heavily in SEO-rich content and structured learning tools
Brief
Ty-Mawr wanted to understand where competitors were outperforming them online, particularly in clarity of messaging, modern UX, and search visibility, to help sharpen their competitive position.
Audit
The competitor audit revealed a clear trend: while Ty-Mawr leads the industry in heritage expertise, many competitors outperform them digitally by focusing on customer education and simplicity. Rivals didn’t have more knowledge — they simply communicated it in a more accessible, design-led way.
We analysed 15+ competitor sites across heritage building, lime manufacturing, and natural material suppliers. The strongest performers used:
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clear headline benefit statements
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modern, scannable layouts
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side-by-side product comparisons
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beginner-friendly how-to content
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simple call-to-action structures
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strong authority signals
This gave us a complete map of what Ty-Mawr needed to compete effectively: stronger positioning, clearer messaging, and a more intuitive content hierarchy that guides users through the lime-learning journey.
Result
Ty-Mawr gained insight into exactly where and why competitors felt easier to navigate, and how to reclaim their market leadership by making expertise more digestible and accessible.
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Top challenges we overcame
High-value search terms weren’t mapped, leaving major intent gaps.
CHALLENGE ONE
No coherent keyword strategy across categories or guides
CHALLENGE TWO
Large volumes of important information buried in PDFs
Google couldn’t easily index crucial educational content.
Slow pages, inconsistent URLs, and weak metadata blocked performance.
CHALLENGE THREE
Technical issues reduced crawl efficiency and discoverability
Brief
Ty-Mawr required a full SEO diagnosis to understand why organic performance had declined despite strong brand heritage and a large catalogue of educational material.
Audit
The SEO audit was comprehensive: technical, structural, content-level, and strategic.
The analysis showed that Ty-Mawr had enormous authority potential, including decades of content, heritage expertise, and product knowledge, but much of it was inaccessible to search engines or difficult for users to navigate.
We mapped all category- and product-level keywords, identifying hundreds of missed opportunities, from high-intent terms (“lime plaster”, “lime for old buildings”) to mid-funnel learning terms (“what is lime putty?”, “lime mortar vs cement”).
Technically, the site suffered from poor internal linking, inconsistent canonicalisation, slow mobile performance, and missing schema markup. Content-wise, the educational depth was exceptional but not optimised: long blocks of unstructured text, underused headings, and guides locked away in non-indexable formats.
We provided a detailed SEO roadmap and prioritised recommendations — from quick fixes to long-term structural improvements — all designed to elevate Ty-Mawr’s visibility and re-establish them as the authoritative voice in their niche.
Result
Ty-Mawr now have a clear, prioritised SEO plan that unlocks their existing expertise, supports sustainable growth, and positions them to reclaim organic leadership in their category.
Top challenges we overcame
It assumed visitors already understood lime — a major barrier for new homeowners.
CHALLENGE ONE
The website was built around internal knowledge, not user understanding
CHALLENGE TWO
Pages were dense, text-heavy, and difficult to scan
Important messages were lost inside large paragraphs.
Contractors, homeowners, and conservation professionals were forced through the same navigation patterns.
CHALLENGE THREE
Information architecture didn’t support clear journeys for different user types
Brief
Ty-Mawr needed to understand why users were struggling to navigate the site, how messaging could pull different audiences into a clearer journey, and how to restructure key pages for usability and conversion.
Audit
The UX review showed that the site was rich in information but poor in guidance. Most users entering the site had one of three profiles: homeowner, contractor, or conservation specialist, each with different needs and levels of familiarity with lime. The current structure treated them all the same.
We proposed a more intuitive flow:
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start with the why (why lime, why Ty-Mawr)
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introduce who it’s for
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guide users into either learn, choose, or buy
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support each step with scannable layouts, FAQs, and comparison tools
We also recommended restructuring key content types into more usable formats: step-by-step guides, expandable sections, videos, product comparisons, and strong calls to action leading back to training, support, or the shop.
Messaging needed simplification and warmth, placing Ty-Mawr’s heritage and expertise in plain English that welcomes people rather than overwhelms them.
Result
Ty-Mawr now have a clear plan for restructuring their site to improve user journeys, unlock their educational content, and help every user — from professional to first-time homeowner — understand what they need and where to go next.
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Top challenges we overcame
The expertise was there, but the digital expression didn’t reflect the craft, credibility, or warmth of Ty-Mawr’s real-world presence.
CHALLENGE ONE
A brand story rooted in heritage but not clearly communicated online
CHALLENGE TWO
Visual identity inconsistencies across platforms and materials
Colours, textures, and layouts varied widely, diluting trust and making the brand feel less premium than their products.
The brand felt authoritative but heavy. New audiences couldn’t easily understand why lime mattered or what made Ty-Mawr different.
CHALLENGE THREE
A tone of voice that leaned technical but lacked clarity for newcomers to lime
Brief
Ty-Mawr needed clarity on whether their current visual and verbal identity still communicated leadership, heritage expertise, and modern relevance, and how well it supported their long-term digital goals.
Audit
The brand identity audit showed a classic heritage business stuck between eras: loyal customers recognised their authority, but newcomers found the brand difficult to decode. The logo, colours, and photographic style all carried weight and history, yet lacked cohesion and didn’t scale well across digital formats.
We recommended refining the identity, so it carried the warmth of a family-founded craft business while holding onto the prestige associated with conservation-grade materials.
This included guidance on imagery (less workshop clutter, more craft detail), palette tightening, typographic hierarchy, and a tone of voice shift that made technical information more approachable without losing depth.
Across the board, the brand needed to feel more curated and less utilitarian, reflecting the careful, expert approach that defines every Ty-Mawr product.
Result
Ty-Mawr gained a clear roadmap for modernising their brand without losing heritage authenticity, equipping them with the confidence and direction needed to bring consistency and clarity to future digital developments.
Client's perspective.
"Thank you both for your hard work and expertise on all four audits. I am impressed and excited that we have some insights that we can really work on."
Joyce Gervis
CEO, Ty Mawr Lime
5/5:
