Skill Tiling.

The Friction

Skill Tiling is a commercial tiling contractor with elite operational capacity. The company handles large commercial contracts for high-rise apartment complexes and skyscrapers, yet its digital footprint projected a small residential outfit. Procurement managers querying search engines for commercial tilers found the company buried on page three, and lucrative Tier-1 commercial tenders were being lost to competitors with weaker delivery records but stronger visibility.

The mismatch ran through the whole digital presence. The website's keywords, imagery and copy all pointed at low-ticket residential work, so even when the company was found, search engines and buyers alike categorised it as the wrong kind of contractor.

The Architecture

We executed a surgical B2B SEO and web design campaign built around repositioning. The website was rebuilt to project enterprise authority, with project imagery and copy weighted toward multi-storey commercial delivery. We stripped away the low-ticket residential keywords that were anchoring the company to the wrong market segment, and implemented deep semantic entity tags so that search algorithms explicitly recognise Skill Tiling as a large-scale commercial contractor.

Local visibility work ran alongside the repositioning, because commercial buyers still shortlist geographically. Google Business Profile, local schema and location signals were all rebuilt to the same commercial positioning.

The Result

Skill Tiling's local search visibility rose by 420%, and 22 target keywords now hold top-3 positions. The organic channel produced 84 commercial quote requests at a 12.5% conversion rate, which transformed how the business wins work: a company that previously relied entirely on word-of-mouth now generates inbound commercial tenders and can select the high-margin, multi-storey development contracts it wants rather than taking whatever arrives.

The residential enquiries the old site attracted have largely disappeared: by design. Fewer, better enquiries was the strategy, and the conversion rate confirms it.

As with every Minilab Digital engagement, the outcome is reported against a pre-engagement baseline: visibility, quote volume and conversion rate were all recorded before the campaign began, making the 420% figure an attributable result rather than a before-and-after guess. More engagements are documented in our case-study library.

The Method, Documented

Entity repositioning of this kind is documented in our Lab Notes on Semantic Schema Mapping and From Keywords to Context. If search engines have categorised your business as something it isn't, the free Visibility Audit will show you what they currently believe.