E-commerce and retail
Woolroom
Services
-
Digital PR
Woolroom’s sleep experts wanted to boost brand awareness, organic search sessions, direct traffic and quality backlinks. After two years of partnership, our 2025 results are not to be slept on.
£81,750
direct sales
26%
website impressions increase
251
high-authority backlinks
The challenge we were asked to solve
Despite premium bedding brand Woolroom maintaining a strong market presence, our challenge was to accelerate organic growth in a highly competitive digital landscape.
Cartwright was brought in to grow authority, consumer awareness of the benefits of wool bedding and search visibility. We would deliver business impact by driving revenue growth and market share in its highest revenue bedding categories.
Insights to identify the opportunity for growth
With a strong domain authority, we recognised the need for a digital PR strategy to build trust and authority in Woolroom’s priority category pages, in turn supporting product visibility and improving discoverability, where purchase intent is highest.
How we leveraged intelligence
A backlink gap analysis revealed competitors dominated lifestyle media and sustainability conversations online.
We targeted the quality and relevance of Woolroom’s do-follow links towards specific high-value categories - mattresses, protectors and pillows. Our data revealed a massive opportunity to capture ‘health-conscious’ and ‘eco-friendly’ demographics by positioning wool as a performance material for better sleep hygiene.
To impact rankings and buyer confidence the most, we:
- Positioned Woolroom experts as credible voices on sleep health and natural materials
- Secured high-authority editorial coverage to strengthen domain authority and trust
- Managed strategic product sampling to win ‘best bedding’ and expert recommendation placements
- Directed link equity to priority category pages to accelerate rankings
- Used educational storytelling to shift perception and increase demand
What was the business impact?
Securing wool bedding ‘baaa-cklinks’ through digital PR was crucial to signal credibility and authority to search engines like Google, strengthening audience trust.
Earning 251 high-authority links built a foundation to grow organic performance.
Our strategic link-building boosted Woolroom’s domain trust flow from 25 to 41 - translating into better query performance, higher impressions and increased Google discoverability.
The shift in search rankings for priority categories was impactful:
Wool duvet’ queries improved from an average position of 24.21 to 12.2
‘Wool pillow’ queries saw a massive jump from 21.16 to 6.5
Total website impressions - or ‘eyes on brand’ - climbed from 4.23 million in 2024 to 5.34 million by December 2025
Resulting sales were strong – our activity delivered 471 ecommerce purchases totalling £81,750 in direct referral revenue across 2025
The campaign’s successful, innovative approach was recognised with shortlistings at the UK Search Awards 2025, Northern Digital Awards 2025 and CIPR Midlands Awards 2026.
Cartwright has been instrumental in driving not just trust and awareness of our brand, but revenue and digital impact above all.
Chris Tattersall
Managing director of Woolroom
