Valley Upholstery.

Valley Upholstery is a working upholstery shop on Grosvenor Street in Stalybridge, established in 1978 as J.P. Hirst Upholstery. They reupholster sofas, dining chairs, headboards and antiques for homes, and fit out pubs, hotels, clinics, schools and film sets for businesses, including fire-rated Crib 5 and Crib 7 work. Caravans and campervans too.

It is a good example of how we work outside our industrial core: the same approach that wins enquiries for fabricators works for a craft business that sells to both homes and businesses.

The starting point

The old site ran on WordPress and Elementor. It looked fine, but it was slow, hard to change and did little to answer the two questions every upholstery customer has: what will it look like, and what will it cost? In the quarter before the rebuild (February to April 2026) the site earned 430 clicks from Google.

What we built

We rebuilt the site in Astro on Cloudflare Workers and launched in May 2026, with every old WordPress address redirected so existing rankings carried across (website migration).

• Separate routes for homes and businesses. Domestic customers and commercial buyers get their own pages, quote forms and proof, rather than one journey for everyone.
• A foam calculator and multi-step quote wizard. Customers get a foam price instantly and can send sizes and photos for an upholstery quote. Photos are stored securely on Cloudflare.
• Pricing and cost guides. Plain-English guides such as how much does reupholstery cost in the UK answer the question customers search for before they ring.
• Area pages written from real jobs. Each town page draws on work Valley has actually done there, not a template with the town name swapped in.
• Built for AI search. Structured data, llms.txt and an agent-readable endpoint help ChatGPT and other assistants describe the business accurately (GEO).
• Workshop tools. Alongside the site we built an admin app for enquiries, quotes and jobs, and a private iOS app for site visits that is currently in testing.

The results

Google Search Console, comparing the quarter before launch with July to September 2026:

• Clicks: 430 → 2,178, about five times as many.
• Average position: about 21 → about 11.
• The reupholstery cost guide alone brought 452 clicks from 60,398 impressions in Q3 2026, ranking around position 7.6.
• Branded searches grew too: “valley upholstery stalybridge” went from 6 clicks to 49.

Year on year, June to August 2025 against July to September 2026, clicks went from 368 to 2,178.

What these numbers do not show

These are search figures, not sales. We have not published enquiry or revenue figures for Valley. Click-through rate fell as impressions grew, which is normal when a site starts appearing for far more searches. Impressions are not compared year on year because Google changed how it reports them in September 2025.

Why it worked

The site leads with what customers actually want to know: price, process and proof. The cost guide earns trust before the first call, the calculator gives an instant answer, and the quote wizard makes the next step easy. Fast pages and clean redirects meant Google could see all of it.

Want the same for your business? Get a website quote or see our B2B websites and content marketing services.