How Caswell Equine Supplies saw 23% more sales in 14 days
A performance-led SEO and UX overhaul that transformed a struggling equestrian eCommerce store into a properly functioning, fast, well-structured online shop — fixing years of technical debt, clearing a minefield of broken links and delivering measurable results within two weeks of launch.
About the client
A passionate equestrian retailer held back by its own website
Caswell Equine Supplies is dedicated to providing high-quality equestrian products to riders, stable owners and horse enthusiasts across the UK. With a deep-rooted passion for equine care, their goal was to simplify the shopping experience for their customers — offering everything from essential horse wear to stable equipment through a seamless, reliable online storefront.
The products were exceptional and the knowledge behind them genuine. But the website was working against the business. Technical issues, a confusing structure, thousands of broken links and a user experience that was frustrating rather than frictionless meant that loyal local customers and online shoppers were having a hard time getting to the checkout.
Caswell didn’t need a cosmetic refresh. They needed a thorough, methodical overhaul — and that’s exactly what we delivered.
Years of technical debt quietly killing performance
The equestrian market is highly competitive, and Caswell's existing website faced two major and interconnected problems: it wasn't ranking for the high-intent keywords needed to attract new customers, and the user experience was making it difficult for visitors to find and purchase the products they were looking for.
When we carried out our initial audit, the scale of the technical issues became clear. The website's structure was too confusing, with products falling into multiple incorrect categories. Some products had incorrect codes, details and pricing. Navigation was cluttered and crowded, causing users to bounce within seconds. Critical contact and shipping information was buried or missing. There was no email sign-up capability. And — most significantly — there were over 4,000 broken links generating errors across the site.
None of these were unfixable problems. But left unaddressed, they were silently undermining every other marketing effort Caswell was making.
Technical first, then experience, then growth
We started where the problems were most severe — the technical foundations. Before any meaningful SEO or UX work could take effect, the site needed to be structurally sound. We approached this systematically, prioritising the issues most likely to have an immediate impact on both user experience and search engine crawlability.
The 4,000+ broken links were addressed comprehensively — each one identified, assessed and either fixed, redirected or removed. Product categories were restructured into a logical hierarchy that made sense to both shoppers and search engines. Product codes, pricing and details were audited and corrected. Navigation was simplified and decluttered to reduce bounce rate and make it easier to reach the right products quickly.
With the technical foundations repaired, we turned attention to the experience itself — refining the path from landing page to product to purchase, surfacing important information that had been buried, and introducing email sign-up functionality to start building a direct marketing channel for the business.
Throughout the project, we kept Sarah and the Caswell team closely updated — explaining what we found, what we were fixing and why each change would make a difference.
challenges & solutions
What we tackled together
Over 4,000 broken links generating errors across the site
Comprehensive broken link audit and systematic resolution
A confusing structure making products impossible to find
Full site restructure and navigation overhaul
Poor site speed damaging both rankings and conversions
Technical performance overhaul achieving 92% speed improvement
The results
Numbers that speak for themselves
We identified and addressed every factor contributing to the poor performance — image optimisation, unnecessary scripts, server response issues and code bloat. The result was a 92% improvement in site speed, delivering a meaningfully better experience for shoppers and a stronger technical signal to search engines.
A totally professional manner and always keeping us up to date — we totally recommend Suzie and her team to anyone who needs help like we did. They made us feel at ease and like everything was always taken care of. We will definitely go back to Suki Marketing for any further projects in a heartbeat."
Supplies
Key takeaways
What this project taught us
Every project teaches us something. Here’s what the Caswell Equine Supplies partnership reinforced about what makes solid web design and SEO work in the long run.
Technical problems compound quietly until they're fixed all at once
For Caswell, fixing them all at once produced an immediate, measurable uplift. For businesses with healthier sites, catching them early prevents that buildup from happening.
