Case Study


Converged online presence, re-branding, https securely delivered multi-device responsive website.

Website: www.leisurequip.com

The client came to us looking to upgrade their existing website. What they ended up with was a comprehensive re-think about how they did business online. Now they can really grow…


Leisurequip have a huge history in the sauna and steam industry. They were the first (and only official) supplier / installer of deluxe Tylo sauna & steam products.

When the client contacted they were in complete despair. Their online presence was fragmented and generating almost no business for them. Not only that they were wasting thousands of pounds every month on Google adwords.

Their seo company was massively overcharging and delivering abysmal results. The client knew something had to be done to save the business.


Originally Leisurequip were running 2 websites, one with Yell.com which was their main site and their blog which was with Google. This meant their customers could come from either source and were impossible to track. Not only that, the client was managing and posting content to the blogger blog. What the client didn’t realise was that with such poor knowledge of SEO he was actually harming his rankings by cross linking to the main website.

Business site (Yell.com)

We pulled off all the old content and mapped out the website structure in a spreadsheet. Each page would then be mapped to the equivalent page on the new website.

Notorious for damaging customer relations, Yell.com (now rebranded to hibu) were always going to be difficult about releasing Leisurequip. After much wrangling we eventually got access to the old site and put in all the redirects.

Blog (Blogger.com)

Again we pulled off and documented the old content, post tags, images and urls. All the content was dated and put into a format that would make it easy to re-post on the new platform.

SEO Copywriting

After numerous discussions with the client we agreed that the entire new website would need to be rewritten from both a copywriting and seo perspective. This had to be done as the old business website was incoherant and the current seo was very poor quality.

We documented all the content, videos, downloads and images from both existing websites. For each page we created a dedicated seo document that would help the client see exactly what was going with each page and why.

After a massive amount of keyword research and juggling about of the previous content we set about rewriting all the pages. Our seo copywriting process covered every important aspect of the page including page titles, descriptions, headlines, body text, post tags, images and urls.

Any poor quality pages were expanded on or enriched and every page was then signed off by the client and added to the site.

Redirect Solution

Because the client originally had 2 websites redirecting was always going to be hugely important for search engine optimisation. The main website was fairly straight forward to add all the re-directs to the .htaccess file.

Unfortunately the Google blogger platform doesn’t allow that kind of server access so we knew we had to come up with something unique. After brainstorming a few ideas and countless hours of research we finally came up with a solution.

The blogger redirect solution involved injecting a javascript routine into the blog header. This beautifully clever piece of code would re-direct each blog page to the new site using the unique page id of the blog post.

Examples of the blog redirect solution (60+ pages in total)

Blogger URLs Post ID redirects
Secondary redirects
http://tylo-sauna-steam.blogspot.co.uk/2011/02/bespoke-sauna.html /2779786321480132207 http://www.leisurequip.com/evenley-clients-bespoke-home-sauna-barrel-rolled-ceiling/
http://tylo-sauna-steam.blogspot.co.uk/2011/02/new-tylo-h1-control-panel.html /6345505183364672336 http://www.leisurequip.com/tylo-introduce-new-h1-sauna-steam-room-control-panel/

Client Testimonial

“Leisurequip approached Netryx after we lost a lot of traffic from our old website because of Google updates and out of date technology. Initially we wanted a back link analyst audit undertaken on the old site thinking it was the only problem. Mark reviewed our old website and informed us that there are many things that was preventing it from getting a higher ranking.

The SEO we had paid for from a previous company was poor quality and advised that we build an entirely new website with the latest technology and site engine optimisation. We agreed as the old site was not working well in the natural listing and reliant solely on Google adwords advertising to get new work, so we set about the task. Leisurequip Saunas found and bought our company name as the the new URL for the new site to be populated.

Netryx went and analysed our keywords, content writing, news blog integration, meta tags, page titles, picture naming and full site in depth SEO. The new website was to be built on the latest platforms using the latest website formats. After several months hard work our site went live and within weeks we had some page one natural listings for our businesses related keywords.

The natural rankings have continually increased as the site presence grew with further work being done with our back-links, micro SEO analysis and switched over from http to https.

We have been so impressed with Netryx we have kept them on to be our chosen website management team, they over look and constantly monitor, improve and update our website. I would higher recommend Mark and his team at Netryx for bringing us our new found success and maintaining our on-line presence.”

Kenton Mann: Managing Director – Leisurequip

lq-https-certificateHTTPS Security

On learning that Google is now using https secure site delivery as a ranking factor the client was keen to implement. Leisurequip.com is around 200+ pages and uses a massive amount of images, videos and downloads right across the website. This meant switching to https wasn’t going to be straight forward.

Once we purchased the certificate we created a routine in the .htaccess file that would re-direct all the pages from http to https. We then ran through the database and changed any internal links, images references and downloads to https aswell. Finally we went through the site re-embedding any videos and checking for compliance until the site was 100% secure.