The Work Uniform Company Case Study
The Work Uniform Company began as a small Liverpool workwear supplier relying on paid ads for sales. We helped turn it into one of the UK's leading work uniform suppliers, ranking at the top of Google for competitive workwear terms against far larger retailers.
- Grew sales by 900%
- Ranked #1 on Google for "work shirts", "womens work trousers" and "aprons"
- Automated every order from checkout to delivery
A connected approach across Shopify development, SXO and automation, built to scale sales without scaling staff.
THE PROJECT
The Work Uniform Company is a work uniform supplier based in Liverpool, operating on the Shopify platform.
They were struggling for organic positions, and orders to their embroidery divisions were being processed inefficiently behind the scenes.
As a small company, they were investing in PPC as their main source of sales, competing against far more established retailers with much bigger budgets. The objective was to open up organic search through our SXO service to help them punch above their weight, and to remove the manual work that was holding back growth.
THE STORY
We implemented a whole new Shopify theme for The Work Uniform Company and redesigned both collection and product pages, making it easier for customers to find the right garment, size and colour and get to checkout.
Every product description had been copied from supplier brochures, so the same text appeared across hundreds of other workwear sites. We rewrote every one from scratch, giving Google a reason to rank their pages over competitors selling the same products. We also created product videos at both product and collection level, so customers can see fit and quality before they buy.
We added customer reviews, built a new size guide to cut wrong-size orders and returns, integrated shipping rules and built bespoke Shopify B2B functionality for returning trade customers. This included a standalone system for a leading UK supermarket to place orders for their embroidered staff uniforms.
In addition to the front-end work, we completely revamped the order processing behind the scenes. Orders now flow straight from Shopify to suppliers and the embroidery division through API integrations, and every order is fulfilled automatically with minimal input, from the moment it’s placed to final delivery to the customer.
THE OUTCOME
Results have been impressive. Sales have grown by 900%, and the time saved processing orders and organising shipping has allowed The Work Uniform Company to scale sales without adding more staff.
They now rank at the top of Google for competitive UK terms against much stronger competition such as John Lewis and Next:
- #1 for “work shirts”, “womens work trousers” and “aprons”
- Top 3 for “work blouse” and “ladies cargo trousers”
- Top 5 for “work uniforms” and “mens work shirts”
Search visibility is at its highest ever, with nearly 6,000 UK keywords ranking, an estimated 41,000 organic visits a month and over 200 citations in Google AI Overviews. Organic search now drives sales alongside PPC, so growth no longer depends on ad spend alone.
Need the same for your store? See our Shopify development in Liverpool.