Falcon Technology
A WooCommerce rebuild plus seven SEO content clusters took Falcon from 0.26% Google visibility to position 1 for their biggest commercial search terms.
1,051%
Sales Growth
0.2% → 16%
Google Visibility
37.7%
Traffic Increase
The Client
Falcon Technology is a family-run business based in Cheshire, trading since 1991.
They specialise in technology for motorhomes, caravans, and campervans. This includes WiFi and mobile internet, smart camping TVs, satellite systems, rear-view cameras, solar and off-grid power, security systems, and trackers.
Chris Williams has been at the helm since the beginning.
It is a business with real depth, a loyal customer base, and a product catalogue built up over more than three decades.
What it needed, when we came on board in mid-2024, was an online presence that matched the quality of what sat behind it.
The Challenge
The existing site was dated and slow.
For an ecommerce business in a category where buyers are actively searching for specific products, a slow, poorly structured site can lose revenue every day.
Google Visibility sat at 0.26%. Organic search was not a meaningful traffic source.
The product catalogue was unorganised from an SEO perspective, with category pages competing for the same terms rather than working together.
But there was a clear fix, and a clear opportunity.
What We Delivered
Three services, running in parallel from the start:
- A new website build.
- A full twelve-month SEO campaign.
- Ongoing social media management.
Each one reinforced the others, which is the reason the numbers look the way they do.
The Website Rebuild
This is one of the rare cases where we chose WordPress with WooCommerce rather than our usual React and Next.js stack.
Falcon's product catalogue runs to over 100 SKUs, they have supplier-side stock integrations in place, and the team wanted to manage content themselves going forward.
WooCommerce was the right tool for that specific brief.
What we built on it was anything but standard.
Fast page loads after extensive site speed optimisation. Mobile-first design throughout. Clean URLs, XML sitemaps, schema markup, and Yoast SEO configured properly from the start.
WooCommerce is integrated with Falcon's existing systems. A custom live audio overview player sits on key product pages, and a bespoke checkout improvement adds a "where did you find us" field for proper marketing attribution.
The site was built to rank, which matters because SEO on a poorly structured foundation is much harder.
The SEO Campaign
Most agencies run generic link-building campaigns and call it SEO. What we did with Falcon was structural and methodical.
Seven content clusters
We organised the entire Falcon product catalogue into seven distinct SEO clusters:
- TVs: smart camping TVs, aerials, accessories, carry cases.
- Mobile Internet and WiFi: 4G, 5G, antennas, rural broadband.
- Rear View Cameras: wireless systems and accessories.
- Security and Trackers: alarms, GPS trackers, Thatcham-approved systems.
- Solar and Off-Grid Power: panels, regulators, leisure batteries, inverters.
- Satellite: portable, manual roof-mounted, automatic roof-mounted.
- Audio: soundbars, headphones.
Each cluster received a full on-page optimisation pass.
Pillar category pages, supporting articles, and individual product pages, reviewed and rewritten with target keywords, optimised meta titles and descriptions, proper H1 tags, FAQ sections, and intro copy.
Solving keyword cannibalisation
One of the more consequential decisions in the campaign was how we handled Falcon's two 5G categories.
They had a 5G Mobile Internet category and a 5G Ready Antennas category, and both were competing for the same search terms.
Neither was winning, because they were splitting authority between them.
We split the targeting cleanly. Two pages that used to fight each other now complement each other, and both rank.
Internal linking architecture
Once all seven clusters were optimised, we ran a full site-wide internal linking pass.
Each cluster has a pillar category page acting as the hub.
Supporting articles link down to products and across to sibling categories.
Product pages link up to their parent category and out to relevant articles. Cross-cluster bridges connect related areas: TV to soundbar, internet and TV combos, satellite to TV.
The result is a site where every page is reinforcing every other relevant page. Google can understand the structure. Users can navigate it naturally.
Social Media
Running alongside the SEO work is Luke's social media management.
Regular posts across the agreed platforms, built around professional graphics in the Falcon brand style.
The content calendar is aligned with SEO priorities, so social posts amplify the same keywords and products being targeted organically.
The Results
These numbers cover the period since we took over the account in mid-2024.
| Statistic | Increase |
| Online Sales | +1,051% |
| Website Traffic | +37.7% |
| Google Visibility | 0.26% → 15.88% |
Google Visibility up from 0.26% to 15.88%, a 61x increase, representing around 6,008% growth.
Position 1 in Google for major commercial keywords including "wifi for caravan" and "caravan cameras", with many more terms ranking in the top 3.
Google organic is now Falcon's top traffic source, beating direct traffic, paid Google Ads, and all referrals.
To put those keywords in context, "wifi for caravan" alone has 720 monthly searches. "Caravan TV" has 1,900.
These are high-intent, commercial head terms that buyers search when they are ready to purchase. Falcon now owns the top spot for several of them.
Why It Worked
The 1,051% sales increase did not come from SEO alone.
It came from rebuilding the site properly first, and then doing serious SEO work on a foundation that could actually rank.
A slow, poorly organised site would have limited how far the SEO campaign could take the results.
A strong SEO campaign without the site rebuild would have been pushing traffic toward a conversion experience that was not good enough.
The cluster approach, the internal linking architecture, the keyword cannibalisation work, and the content written for real buyers rather than search engines are proof that a holistic campaign is the strongest.
This is a twelve-month contract now in its second renewal.
The results compound because the work compounds, like a high-yield savings account.
Falcon also referred us to AS Bikes, and we built a separate Hill Farm site alongside that.
A Reflection
The search terms Falcon ranks for now were not low-hanging fruit. "Wifi for caravan" and "caravan cameras" are head terms in a category with real commercial intent and real competition.
Getting to position 1 for those terms, from a visibility baseline of 0.26%, required every part of the campaign to be done properly.
When all of it works together, the results can increase your profits overnight.
Want to Raise Your Sales Online?
We see far too many companies become complacent online. If you are struggling to hit the profit targets you expected, a holistic digital marketing campaign is your answer.
CreateTheWeb has run many successful campaigns over the years. Some hit profit levels that businesses previously thought were a pipe dream.
Do you want to increase your sales online? Book a free enquiry now and talk to our experts.
We have been very pleased with the service provided by Create The Web. They helped design and host our website, and the finished result is clean, professional, and easy to navigate. The website they put together reflects what we were looking for and presents our business in a clear and straightforward way. The portal is also easy to use and intuitive, which makes managing things much simpler. Whenever we have had any questions or minor issues, the team have responded quickly and dealt with things efficiently. They have been friendly, pleasant, and helpful throughout the process, which has made working with them very straightforward. Overall, we are very happy with the work Create The Web have done for us and would definitely recommend them to others.