Dollar Curtains & Blinds SEO Case Study
Dollar Curtains & Blinds is one of Australia's established names in made-to-measure curtains, blinds, shutters and outdoor window furnishings, sold through a national network of showrooms and franchise stores alongside its website. The brand was well known. The challenge was making the website work as hard as the stores.
A made-to-measure purchase is deliberate and research-heavy. Customers move between categories, compare options, and usually want a measure and quote before they commit. That meant two things had to be true at once: the site needed to show up for the generic, non-branded searches people use while they're still deciding, and it needed to turn that visibility into real enquiries – a quote request or a phone call to a local store.
With an internal marketing team handling day-to-day execution and a separate agency running paid, they needed an SEO partner to own organic. This meant keeping the technical foundations sound across a large site, growing non-branded visibility, and making sure organic and paid pulled in the same direction.
What We Did
We ran the organic program end-to-end, from technical foundations through to content and local visibility, working alongside the internal team and reporting on the numbers the business actually cares about.
- Technical foundations: site health, crawlability and indexation, page speed and image optimisation, and cleaner form and URL structures, so later content work had somewhere solid to land
- Category and product pages: targeting high-volume non-branded terms across the full range: curtains, blinds, shutters, outdoor and awnings
- Supporting content: buying and styling guides built around how people actually shop for window furnishings, like how to layer sheer and blackout curtains
- Structured data: richer, more prominent listings in search
- Conversion paths: work on the site-wide quote form and the free measure and quote journey, so visibility turned into enquiries
- Google Business Profile: listings managed across every store location, kept accurate as the network changed
The Results
Organic search became the single largest channel on the site: 47% of all visits and 175,000 sessions across the year, out of 374,000 total. For a considered, made-to-measure category, that's organic doing the heavy lifting on demand.
The visibility was national. Melbourne led with 122,000 users, followed by Sydney (42,000) and Brisbane (11,400), with solid volume through Canberra, Adelaide, Perth and Hobart. That map matches the store network.
And it converted. Enquiry form submissions from the main navigation grew 15% year on year, click-to-call actions grew 12%, and the free measure and quote module converted at 24.6%. Organic traffic edged up 3% on an already high base, with category and guide pages among the top contributors, including the window awnings product page and the sheer and blackout curtains guide.
What's next
The foundations are sound and organic is carrying actual commercial load. From here, the opportunity is to deepen the categories already performing, build out content around high-volume terms like outdoor blinds (around 22,000 searches a month), and keep sharpening the quote and call journeys so more traffic turns into measured enquiries and store visits.
The site has become the brand's most efficient demand channel. The job now is to keep widening that lead.
