Case Studies → Rising Above the Competition: Obam Stairlifts’ SEO Success Story

Rising Above the Competition: Obam Stairlifts’ SEO Success Story

Beating national brands at their own game with a data-driven, locally focused SEO strategy.

Executive Summary

Obam Stairlifts, a family-run mobility aid provider based in Lincolnshire, had been serving their community for over 20 years but remained virtually invisible online. With no prior SEO investment, they faced stiff competition from national giants like Stannah Stairlifts.

Over a 12-month partnership with eComOne, Obam transformed their digital presence. By focusing on regional SEO, content tailored to their community, and a stronger technical foundation, the business achieved:

  • 232% increase in impressions
  • 28.8% increase in clicks
  • 60% increase in organic sessions
  • 35% reduction in bounce rate
  • 280% increase in conversions

280%

Increase in Conversions

35%

Reduction in bounce rate

60%

Increase in organic sessions

Founded in 2000, Obam Stairlifts is a trusted Lincolnshire-based provider of home mobility solutions including stairlifts, hoists, ramps, and through-floor lifts. With a strong ethos of personal service and community support, the company has built a reputation for reliability, compassion, and expertise.

Despite its local legacy, Obam’s digital footprint lagged behind. Larger, nationally recognised brands dominated online search, leaving Obam reliant on word-of-mouth and offline referrals. This gap limited their ability to reach potential customers in a market where online research is the starting point for most buyers.

Although respected locally, Obam Stairlifts faced several challenges:

  • Lack of SEO investment: In over two decades of trading, no structured digital marketing strategy had been implemented.
  • Low brand recognition: Larger competitors overshadowed the brand in organic search.

Geographic competition: Obam needed to strengthen its visibility across Lincolnshire, where many competitors already had a digital edge.

  1. Increase organic visibility for local, high-intent search terms.
  2. Drive more qualified leads through organic search.
  3. Improve website performance to reduce bounce rate and enhance user engagement.
  4. Create a sustainable foundation for long-term online growth.

Data & Discovery

We started with a comprehensive technical and content audit of the Obam website, analysing site structure, mobile performance, and keyword gaps. Benchmarking against national competitors gave us insight into where local opportunities lay.

Strategy

The strategy focused on local SEO dominance, owning the Lincolnshire search space by highlighting Obam’s regional roots, service quality, and personal care. Our plan blended technical SEO, local content optimisation, and authority-building.

Execution

  • Technical SEO upgrades: Improved site speed, crawlability, and mobile usability.
  • Geo-targeted landing pages: Built and optimised service pages for key Lincolnshire towns and surrounding areas.
  • Localised content: Developed blogs and resources centred on mobility challenges, product comparisons, and community involvement.

Backlink building: Secured placements with local directories, charities, and authority sites to strengthen trust signals.

Innovation & Creativity

  • Authentic storytelling: Used real photos of Obam engineers, showcasing their work in the local community to differentiate from stock-heavy competitors.
  • Schema & Google Business Profile optimisation: Enhanced local visibility in maps and featured snippets.

Performance-led iteration: Regularly reviewed analytics to refine calls-to-action and content placement for maximum conversion impact.

Obam selected eComOne for our specialist SEO expertise, proven success in highly competitive markets, and reputation for delivering measurable ROI. Our transparent, data-driven approach and commitment to building long-term partnerships resonated with Obam’s values of trust, service, and accountability.

Damian Duke, Lead Strategist at eComOne

This project is proof that local businesses can outshine national competitors with the right SEO strategy. By focusing on Obam’s heritage, values, and local presence, we created a campaign that not only boosted traffic but delivered real business growth. The conversion increase speaks for itself

To build on this momentum, eComOne is now supporting Obam with a PR project to celebrate their 25th anniversary. As part of this milestone, Obam will be giving away two stairlifts completely free of charge to members of the local community—further strengthening their reputation as a company that genuinely cares for its customers and community.

This next phase will blend PR, digital outreach, and community engagement to position Obam as not only a service provider but a valued local partner.

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