CRS Cold Storage · Case study

SEO Lead Generation for CRS Cold Storage

Lead‑focused SEO generated 197 leads for CRS in four months, more than double the same period a year earlier.

Discuss your SEO lead generation See the results

Client: CRS Cold Storage
Services: Lead Generation SEO

Key results

Leads from SEO, January to April: 197Leads from SEO, January to April
Leads compared with the same months of previous year: 2xLeads compared with the same months of previous year

Overview

CRS Cold Storage hires and sells mobile cold stores and freezer containers across the UK and Ireland. ExtraDigital has worked with CRS on SEO for many years and designed and built most of their websites, helping the company grow from a small family business into an international business that has now joined CoolWorld.

Lead generation is one part of our wider work with CRS. This case study looks at organic lead generation: attracting prospects from search who are ready to enquire. In just four months, organic search produced 197 leads, more than double the 97 generated in the same months of the previous year.

The challenge

CRS’s data in HubSpot showed that organic search, through Google and the CRS website, provided most of their good leads, ahead of added leads, current customers, telesales and PPC. Protecting and growing that channel mattered to the business.

The site attracted a large volume of poor-quality traffic from non-target countries, which masked the visitors who matter: prospects in the UK and Ireland.

The solution

Starting with qualified leads

Rather than chase total traffic, we started from the searches that generate leads. That focused the work on keywords with strong buying intent and on the countries where CRS sells, and away from informational searches and irrelevant traffic.

Looking good in search results

We regularly reviewed click-through rates in Search Console and compared CRS’s listings with competitors. In any month we updated up to 100 meta titles and descriptions, improved the pages with the weakest click-through rates and made sure listing images looked strong.

Technical SEO

Each month we disavowed poor backlinks, updated the sitemap, handled new redirects and brought schema data up to current standards. We changed how images load and optimised them to keep Core Web Vitals healthy; 100% of the site’s URLs are now rated good.

Content and links

We kept content fresh with edits to up to 20 pages a month, adjusted layouts to improve engagement and retired very old pages that could not be repurposed, keeping around 545 pages indexed. We also refined internal linking and menus to support struggling priority keywords.

Preparing for AI search

Our content edits also targeted AI answers in Google and tools such as ChatGPT: answering questions directly, referencing authoritative sources and comparing how CRS appears against competitors. Find out more about our AI SEO services.

The results

197 leads produced directly by SEO in four months
More than double the 97 leads from the same months of the previous year
Google search was by far CRS’s leading source of leads in that period
More traffic from the UK, while poor-quality traffic from non-target countries reduced
100% of URLs rated good for Core Web Vitals

What’s next

We continue to prioritise rankings for high-intent keywords in the countries that generate leads, alongside click-through rate improvements and AI search visibility. Read how we also supported CRS with HubSpot onboarding and inbound marketing, or explore our SEO services.

Frequently asked questions

How can SEO generate B2B leads?

SEO generates B2B leads by targeting the searches prospects make when they are ready to buy, such as hire or pricing terms in the regions you serve, and making sure those pages lead clearly to an enquiry. ExtraDigital’s lead-focused SEO doubled the number of quality leads from search for CRS Cold Storage.

Is website traffic a good measure of SEO success?

No. Total traffic is easy to increase while getting fewer leads. ExtraDigital measures SEO by the qualified leads it produces and the relevance of visitors. For CRS Cold Storage, quality leads from search doubled while poor-quality overseas traffic fell.

How long does SEO take to produce leads?

Improvements to search listings can lift rankings within two to six weeks, while content and technical SEO builds results over months, depending on your starting point and competition. ExtraDigital combines all three in consistent monthly work, which doubled quality leads from search for CRS Cold Storage.