BK Safetywear

The Brief

BK Safetywear is a leading online workwear and PPE supplier based in Romford, Essex, stocking brands including Portwest, Dickies and Result. They came to me with a critical problem: their existing EKM e-commerce platform had recurring PayPal Pro payment failures that were directly costing the business revenue. They needed a platform migration, a full redesign, and an SEO strategy to compete with the likes of Screwfix, Sports Direct and Amazon.

My Role

Full project management from platform research and selection through to migration, redesign, and ongoing SEO campaign management. I evaluated multiple e-commerce platforms, handled the complete product and customer database migration, redesigned the site for better conversion, restructured navigation, and built a comprehensive SEO strategy targeting the most competitive keywords in the workwear industry.

The Build

After thorough research, I selected Bluepark as the new platform for its B2B features, reliable PayPal Pro integration, and flexibility for a large product catalogue. Key technical work included:

• Complete product and customer database migration from EKM to Bluepark using custom import templates
• Data cleaning, removing obsolete products, duplicate entries and broken content
• Full site redesign with improved navigation structure and category hierarchy
• PayPal Pro integration resolving the payment failures that plagued the old platform
• Mobile-responsive design for the growing share of mobile shoppers
• Product schema markup and structured data for rich search results

SEO Strategy

I launched a comprehensive SEO campaign targeting high-volume, high-competition keywords in the workwear industry. The strategy focused on optimising category pages, building topical authority, improving site structure for crawlability, and targeting long-tail variations across the product range, from hi vis vests and hi vis trousers to safety trainers and hi vis polo shirts.

Results

• "Hi vis vests" (8,100 monthly searches), from non-ranking to position 2 on Google
• "Safety trainers" (9,900 monthly searches), from position 70+ to page 1
• "Hi vis clothing", first page of Google
• "Portwest", first page of Google, competing directly with the manufacturer
• Site now ranks for 8,000+ monthly search terms
• Top 3 rankings for: hi vis vests, hi vis trousers, recovery clothing, safety wear, security jackets, hi vis bodywarmers, hi vis polo shirts
• PayPal Pro payment failures completely eliminated, with zero lost sales from checkout errors
• Business growth so significant the client needed to hire additional staff to manage demand

Visit the live site at www.bksafetywear.co.uk