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Web Design & SEO: Smiths News Recycle

Swindon-based commercial recycling service

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The challenge

Smiths News Recycle helps businesses arrange collections for cardboard, plastic film and other waste streams through its established delivery network. It needed a dedicated website that explained the available services and made it straightforward for customers to find suitable collections and order online.

We needed to bring different collection options, service areas and customer journeys together, then help the new website build visibility in organic search. With the site still establishing its search presence, the early results below show month-on-month progress alongside improvements in tracked keyword rankings.

38%
More organic search sessions month on month
6%
More engaged organic search sessions month on month
11%
More organic search events month on month
13
Tracked keywords improved their rankings
The solution

Our website team planned the customer journeys and built the Smiths News Recycle website, connecting clear service information with online ordering. The site brings together pay-as-you-go collections, service plans and location pages so businesses can explore the options relevant to them.

We published and checked the location pages, refined postcode validation and added measurement across collection journeys, forms and calls to action. This gives the team a clearer view of how visitors use the website and where the customer experience can be improved.

Our SEO team reviewed technical issues, indexing, keywords and search visibility, and began addressing the opportunities identified. We added missing meta descriptions and researched how individual recycling services relate to different business types, creating a brief and prototype for the next phase of content.

Early reporting shows more organic search sessions, engaged sessions and event activity, with 13 tracked keywords improving their rankings. Several local recycling terms moved onto the first page of Google. We continue to develop useful service and business content, review landing-page quality and monitor measurement as the website builds its search presence.