CheckFire
CheckFire is a trade-only supplier of the most trusted and reliable fire safety equipment. In addition, CheckFire aims to guide and assist its customers with unrivalled industry knowledge and technical expertise.
As a retained client, we provide CheckFire with many ongoing services, including web design and development, content planning and creation, and digital marketing.
Website content
To further build trust and credibility among customers and therefore online conversion, we plan content three months in advance and draft three articles each month to meet different objectives. We have recently introduced case studies into our content planning.
Keyword led article.
Thought leadership focussed.
Product led article.
Technical SEO
SEO works hand-in-hand with content production to maximise search engine visibility and generate quality traffic to the website.
Annual website audit to quality check and investigate opportunities.
Strategy, analysis and monthly checks and reporting.
Keyword ranking and reporting - AWR, Moz and
ahrefs.
Update / expand keyword research every six months.
Supporting content planning.
Internal linking.
Core web vitals.
Ongoing optimisation of titles, headings, body
copy, internal linking etc.
Image optimisation to increase image visibility /
brand awareness.
Re-writing/re-visiting specific articles to better
optimise them for SEO.
Paid search
The benefits of paid search include lead generation and brand awareness.
KWR Strategy, analysis and monthly checks and
reporting.
Weekly campaign optimisation (bids, ads, keyword
exclusions, etc).
Testing and creating new formats as they are
released.
Creating and testing new campaigns to drive
leads.
Full audit of Google Ads and improvement work where necessary.
CRO and UX
Focus on improving CRO and UX, to further improve online conversion. Improving the user journey through the website, alongside website functionality to increase conversion rates.
Test different calls to action.
Audit existing page UX and functionality.
Split testing pages, features and functions.
Using events and goals to measure performance.
Heatmap analysis to improve pages (Hotjar).
Review mobile journey and assess how easy it is to
order through mobile.
PR
We developed a proactive and reactive PR strategy aligned with CheckFire’s values and market objectives. By identifying key themes, we positioned the company as a trusted leader in fire safety. Establishing strong relationships with key publications and journalists enabled consistent media coverage across fire safety and vertical outlets, driving significant brand awareness.
A standout achievement was the ‘State of arson 2024’ digital PR campaign, which analysed Home Office data to produce industry-specific fire safety guides. This secured media placements with a reach of 497,967 and 11 high-quality backlinks. In 2024, we delivered 73 pieces of coverage, reaching 39.3 million, and boosted CheckFire’s share of voice to a competitive second place, just 1.1% behind its top competitor. CheckFire is now recognized as a thought leader, with organic media features further cementing its credibility and authority.
Share of voice
In January 2024, both Firechief Global and Zenova already had an established media presence, while CheckFire was starting from scratch. This makes it an achievement to have grown CheckFire's share to claim second place, positioning it just behind Firechief.
Toria Jones,
Head of marketing, CheckFire
