A Website Redesign for SEO Consultancy Arboreal Marketing Ltd

Arboreal Marketing Ltd is a start-up digital marketing consultancy led by Managing Director, Richard Kendrick.  They specialise in digital online conversion optimisation, SEO content marketing and bespoke digital marketing team training.  From the outset, this was a collaborative build. Arboreal Marketing brought deep expertise in online customer journeys and conversion strategy, while Redwing Interactive led on UX and UI. 

The old site, built on Squarespace, had reached its limitations. As with many template-based platforms, speed was a major issue. WYSIWYG editing tools tend to inject large amounts of unnecessary JavaScript and CSS, negatively impacting Core Web Vitals. There were also barriers to integration with key marketing tools such as Hubspot, and the templates made it difficult to implement a meaningful customer journey across the site.

“We needed a long-term solution and something that would support the professionalism in our service offering,” says Richard Kendrick, Managing Director of Arboreal Marketing Ltd. “Squarespace just didn’t give us the flexibility or performance we needed.”

The SM5 CMS gives Arboreal Marketing granular control over all on-page SEO elements. Meta titles and descriptions, image names and alt text, URL slugs, and header tags are all easily editable. It also allows injection of schema markup in the page head as standard — a feature that is often complex to implement in other systems.

An integrated XML sitemap is kept up to date automatically, ensuring that changes to the site are quickly reflected in Google’s index. These built-in SEO features make the website ideal for a digital marketing consultancy that requires precision, speed, and flexibility.

“Google loves Redwing's sites because they are fast, provide a great customer experience and adjust/adapt to screens so quickly,” Kendrick explains. “There isn’t the baggy code that many website providers offer, which makes for a really seamless experience. Couple this with SM5's inbuilt SEO offering, and it makes for a really powerful option for organic traffic-focused websites.”

The website also includes a dedicated blog section, giving Arboreal Marketing space to share insights into lead generation marketing, bespoke digital marketing training, and digital marketing performance. This has become a key part of the consultancy’s content strategy, helping it to connect with decision-makers and reinforce its position as a trusted expert.  The reliance on content to drive customer engagement for Arboreal Marketing meant that speed and SEO performance were absolute must-haves, and a strong reason why they chose Redwing Interactive as their website partner.

For many businesses, WordPress has become the default choice — but for Arboreal Marketing Ltd, it wasn’t the right fit. The team needed a CMS that delivered strong performance out of the box, without relying on third-party plugins or ongoing developer support. With WordPress, even basic functionality often requires multiple plugins, each with its own cost, update cycle, and support model.

The SM5 CMS delivered everything Arboreal needed as standard, from cookie compliance tools to advanced SEO features — all within a secure, low-maintenance framework.

The project began with a clear set of objectives. Arboreal Marketing needed speed, SEO flexibility, and intuitive design tools. From the first conversation, the working relationship was smooth and effective.

“It was seamless from the beginning,” Kendrick says. “I laid out the website's objectives, what was essential and what could be open to discussion, and then we built from there. The design phase was so easy — Rosie Roger's team were right on the money in an extremely short amount of time. And when the website was handed over, it was ready to go with very few niggles or last-minute snags. This was very unusual and refreshing!”

The new website is fast, secure, and designed to evolve with Arboreal Marketing’s needs. It offers exceptional SEO performance, a seamless user experience, and the flexibility to publish, optimise, and grow — all backed by responsive support from the Redwing team.

By aligning technical capability with strategic marketing objectives, Redwing Interactive has delivered a platform that truly supports Arboreal Marketing Ltd’s mission: helping businesses turn traffic into leads with smarter websites.