Discuss a Project

Artificial Grass Direct

A Decade of Ethical SEO Success and Brand Transformation

What we did

  • PPC
  • SEO
  • UI/UX
  • Website Design
  • Website Development

Our decade-long partnership has dramatically transformed AGD across two brands. From a difficult start—blacklisted on Google due to a previous agency’s black hat SEO—the brands are now prominently displayed on Google’s first page, thanks to our ethical SEO practices. The newly refreshed brand, launched alongside a new e-commerce website in 2021 and now attracts over 100,000 searches monthly.

Web Design & UX

The user-friendly website for the artificial grass company showcases a clean and modern design that mirrors the quality of its products. Intuitive navigation allows customers to effortlessly explore various grass options and detailed product specifications. Beyond serving as a digital catalog, the site is crafted to drive sales, with strategic placement of call-to-action buttons and enticing upsell options for accessories. This streamlined approach not only simplifies the user’s journey from browsing to purchasing, but also aims to boost sales and encourage additional accessory purchases.

Visit the site


Our full-scale SEO campaign centres around three specific areas; Localised SEO, National SEO and Technical SEO.

The localised strategy for the individual clubs focuses on keywords specific to both the Gymfinity Kids and each specific town/city. As a growing brand, we also incorporate a robust national strategy whereby we focus on a broad range of more generic search terms.

As a site that’s always changing and growing with each new club opening, the technical element to our campaign is critical to its success. Ensuring the site is healthy in terms of its speed, crawlability, links and site security are just a few of the many elements to our ongoing technical SEO campaign.


The budget for these campaigns was spread too thinly across multiple keywords that weren’t generating enough of a return to be profitable. We stripped back the campaigns and focused on the top keywords for quality and revenue. Being more laser-focused on the budget instantly cut out a lot of poor-quality traffic and increased campaign profitability.

We then started to introduce further campaigns based on converting search terms, adding in remarketing to users who had requested a free sample but not purchased and Google Shopping.

The Results

Our comprehensive PPC, SEO, and UX-driven web design strategies significantly bolstered AGD’s online presence, fostering remarkable success in competitive market positioning.


monthly searches


reduction in cost per clicks (CPC)


increase in conversion rate


increase in profitability

Platform 81 have very strong technical and design teams are great at project management; From the day we first appointed Platform 81 six years ago they have consistently delivered what they promised, on-time and on-budget

Chris Suter - Director

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