Fire Label


Creation and promotion of 10 microsites for one of the UK’s leading suppliers of customised clothing.

Founded in 2008, Fire Label offers a wide range of customised and bespoke clothing, and supplies uniforms and promotional attire to the private sector and the NHS as well as to educational institutions and corporate organisations throughout the UK and Europe.

In order to increase their customer base within Europe, the company launched microsites in 10 languages to identify the most profitable markets. Analytics data for each microsite allows us to track visitor traffic originating from each market, and Fire Label can then focus on the markets which are performing well.

After consultation with the team at Fire Label, our Project Managers carried out keyword research specific to each target market and selected the best terms in order to optimise the sites to increase search engine visibility. Fire Label also used this keyword insight through Pay-Per-Click campaigns to boost traffic.

Link generation work was then done to gain inbound links to the newly localised sites. This included writing and publishing articles announcing the launch of the foreign language pages in order to generate inbound links.


increase in conversions from Sweden since launch of microsite


visits across all microsites in seven months since launch

The Challenge?

  • Generate awareness of Fire Label products and services in different markets
  • Improve international visibility
  • Selecting markets to target

The Solution?

  • Bespoke microsites created to test new markets
  • Keyword research to determine top keywords for each language
  • Marketing Testing & Visitor Tracking

The Results.

  • Low bounce rates across all microsites (average rate of 43%)
  • Increase in conversion rates in 6 target markets (most notably in Scandinavia, where the conversation rates are higher than that for visitors from the United Kingdom)
  • Increase in repeat visitors to the site, which in turn increases probability of conversion

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