+£637k* annual revenue through aligning Acrospire’s website with demand
Acrospire is a British manufacturer of exterior lighting solutions, supplying local authorities, contractors, architects and housing developers across the UK. Operating in a specification-led market, they needed a digital presence that could build credibility fast, surface technical content clearly, and compete for high-intent search visibility.
Acrospire appointed 7DOTS to redesign and rebuild its website from the ground up, replacing their legacy site with a mobile-first, SEO-structured experience designed to support the sales process and generate qualified enquiries.
+£637k*
annual revenue
+121%
total users post-launch
+1759%
estimated organic traffic value
+204%
referring domains growth
The challenge
In a considered-purchase, specification-led market, digital underperformance is commercial underperformance. Architects, procurement teams and contractors research extensively before shortlisting, so underperforming digital experiences can remove a brand from consideration before sales ever gets a chance.
Acrospire’s existing website made that risk real. The design felt dated, the information architecture was unclear, and there were no coherent journeys for different audience types. Mobile performance was poor, and conversion pathways were weak, meaning the site absorbed marketing effort without producing a proportionate return.
Search visibility was also limited. Early performance was concentrated around low-competition branded terms, with insufficient structural foundations to compete for commercially relevant queries. Acrospire needed a step-change that improved both credibility and discoverability.
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The solution
A full rebuild delivered through four connected workstreams: discovery, definition, creation and implementation, with SEO shaping decisions from architecture through to content.
Website redesign – Updated design, layout and visual language to position Acrospire as a confident, modern British manufacturer, reinforcing quality and precision through photography, typography and messaging.
Audience-led journeys – Structured the experience around the needs of multiple stakeholders, guiding users through product areas and surfacing relevant decision-making information to encourage deeper exploration and action.
SEO-led information architecture – Rebuilt navigation, page hierarchy and content structure around keyword research and competitor analysis, ensuring pages could be indexed, understood and ranked for non-branded demand.
Clear, accessible technical storytelling – Created content that supports procurement (compliance and value), architects (specification detail), and contractors (range and availability), without losing professional credibility.
Performance-optimised build – Prioritised mobile responsiveness, page speed and Core Web Vitals, improving eligibility for organic performance and reducing friction for high-intent visitors.
Campaign-ready landing page templates – Implemented templated pages to support PPC and targeted activity, enabling faster activation without ongoing agency dependency.
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Metrics that matter
+£637k* annual revenue
+121% total users
+60% search impressions
+26% organic clicks
+1,759% estimated organic traffic value
*45% Page Speed Index
The outcome
Acrospire’s website now performs as a commercial asset, not a digital brochure. It attracts substantially more users, improves visibility for non-branded search demand, and provides a clearer platform to support multi-stakeholder specification decisions.
The +1,759% growth in estimated organic traffic value signals a shift toward more commercially relevant discovery, supported by broader keyword coverage and stronger authority indicators. At the same time, improved speed and mobile performance reduce friction for users who are ready to evaluate, shortlist, and take the next step.
Operationally, the CMS and templated landing pages reduce routine dependency on agency support. This lowers cost, increases speed to market, and gives the team more control over campaigns and updates aligned to commercial priorities.
If you sell into a specification-led, considered-purchase market and your website is not driving visibility, supporting evaluation, or converting high-intent demand, talk to 7DOTS.
We help B2B and built environment brands turn digital complexity into clarity and performance by building digital experiences that convert and connecting brand, experience and data around the moments that matter.
*Revenue figures are modelled estimates based on 1,586 incremental users generated by the rebuilt acrospire.co in its first year. Projections apply industry-benchmarked B2B conversion rates for specification-led manufacturing against published UK exterior and public realm lighting contract value ranges. Actual revenue will vary based on Acrospire's conversion performance, sales capacity and project mix.