Liquidline are a leading B2B Coffee business operating at a national scale. POLARIS were asked to audit their digital performance to determine how their marketing performance could scale to achieve their growth targets. Our audit of their digital performance uncovered opportunity across paid search, organic visibility, and enhancements of the user journey through the site.
We partnered with Liquidline to drive about change to their marketing function. Utilising our experience and technology, we implemented a digital strategy that reframed how marketing operated to drive performance.
By integrating and optimising multiple channels and refining the conversion journey, we partnered with the business to unlock new demand, generate qualified leads, and accelerate long-term growth.
When POLARIS evaluated Liquidline’s digital performance, it became clear that investment was being made into paid media without control or structure, and organic growth was happening by chance rather than by strategy. We reset the approach by working back from the business’s £1.2m new-business revenue goal, using conversion metrics to determine the traffic volumes and lead quality required to succeed. From this, three clear priorities were set: reduce CPL on paid search from £158 to closer to £50, improve site conversion from 2.2% to 3%, and grow qualified traffic by at least 10% through SEO.
We re-engineered the site architecture to target user intent across generics, machine types, and industry sectors. A dedicated destination page for commercial coffee machines became the cornerstone of the strategy, improving rankings while providing a richer user journey that guided buyers through the procurement process. With a technical restructure that grouped category pages under the top-level commercial coffee machines hub, core terms such as bean to cup, office coffee, and commercial coffee machines moved into the top three positions on Google.co.uk.
The paid account was heavily underperforming. POLARIS introduced budget controls, re-focused targeting to complement organic growth, and implemented remarketing to extend brand engagement beyond the first click. To drive CPL down, we built a measurement framework with weekly tracking and iterative adjustments, ensuring spend was aligned to performance. Paid and SEO worked hand-in-hand, with landing pages optimised for both quality scores and organic visibility, lowering click costs while driving higher-quality enquiries.
During our partnership, we supported the business through a brand refresh, liaising with a third party agency to
The MD of Liquidline personally commended the POLARIS team for a job well done, keeping the project on track to achieve its objectives and protecting the continuity of the business marketing function through the process.
Liquidline’s landing pages were converting at just 0.37%, with users dropping off due to poor UX and unclear CTAs. POLARIS designed and delivered a CRO programme to unlock conversions by:
This CRO work removed friction, unlocked latent demand, and turned high-intent traffic into qualified enquiries at scale.
"Since we’ve been working with POLARIS, our sales team have been a LOT busier. More time is spent on new business first appointments. The commercial results speak for themselves!"
Vanessa Murray
Liquidline
“Im delighted with the performance we have driven for Liquidline. We have a great relationship and rhythm and Im confident we will partner again soon."Amo Sokhi Managing Director
