Wolf Laundry

Overview

Wolf Laundry are one of the UK’s fastest-growing suppliers of commercial laundry equipment — the washers, dryers and ironers that keep care homes, hotels, gyms and launderettes running — backed by a nationwide team of engineers who service and maintain every major brand. Good business. Growing fast.

But their website was quietly setting fire to their marketing budget.

They’d recently had a new WordPress site built, and they’d started running Google Ads to it — £3,000 a month of them. The return on that £3,000? Zero leads. Not “a few”. Not “not many”. Zero. They brought us in to find out why.

We did. Then we rebuilt the whole thing. It now brings in 150–200 leads a month.

The challenge

Here’s what £3,000 a month was buying them: nothing.

So we started by investigating, and the problem turned out to be brutal and simple. The website took ten seconds to load. Ten. In a world where people give up after three, that’s not slow — that’s broken.

Then we followed the money. Of all the paid traffic they were buying — every single click they were paying Google for — over half never even landed on the website. The page was so slow that more than 50% of the people Wolf Laundry had paid to send there gave up and hit the back button before it had finished loading. They were charged for those clicks anyway.

And the people who did make it through? They left before enquiring. The site didn’t load fast enough to hold them, wasn’t structured to guide anyone towards getting in touch, and wasn’t tracking conversions properly — so even the few leads that should have happened slipped through, and nobody could see where it was all leaking.

Three grand a month, straight in the bin. Every month.

What we did

We could have tinkered — shaved a second off here, tweaked a button there. We didn’t. The old site was beyond patching, so we went radical: a brand-new website, designed and built from scratch.

Speed first — because nothing else matters until it’s fast

A website that takes ten seconds to load doesn’t have a design problem, it has a “nobody ever sees it” problem. So we fixed performance first and obsessed over it: we improved every metric, on every page, and got the site loading fast enough that the people Wolf Laundry pay to send there actually arrive. That single change rescued more than half of their ad spend on its own.

A new design that actually guides people

We redesigned the whole thing to do one job: turn a visitor into an enquiry. Clear hierarchy, an obvious next step on every page, and copy that talks about what the customer needs — purchase, lease, servicing — instead of making them dig for it. No more landing on a page and wondering what you’re meant to do next.

Dedicated landing pages for the ads — with tracking that actually works

Sending paid traffic to a generic homepage is throwing money away. We built dedicated landing pages matched to what people were searching for, so the click and the page finally lined up. And we set up conversion tracking properly, so for the first time Wolf Laundry could see which ads brought real leads — and put their budget where it actually worked.

Restructured from top to bottom

We rebuilt the site’s structure around how people actually shop for commercial laundry kit — products, sectors, services, support — so customers (and Google) can find what they need fast.

Results

Within weeks of launching, the site went from zero leads to 30–60 a month. And it hasn’t stopped climbing since — today it brings in around 150–200 leads a month, consistently, and keeps doing it.

And the load time that started all this? We took it from ten seconds to one.

Same ad budget. Same business. Same products. The only thing that changed was the website — which tells you exactly how much the old one was costing them.