Dorton Reclaimed and Recycled
Tucked away in the heart of Sussex, Dorton Reclamation Yard is a place of character – full of rescued architectural gems and salvaged materials with stories to tell. But Dorton was finding it hard to cut through online.
Despite consistent social and SEO content and some investment in boosted posts, website traffic remained low, enquiries inconsistent and local visibility limited.
When we first started working with Dorton, we created SEO blog content alongside a supporting organic social media strategy. But while engagement was steady, it wasn’t translating into website visits – or converting into leads.
We recognised that to generate real business value, our approach needed to shift.
Dorton didn’t just need reach – they needed a targeted campaign that drove the right people to the website, where their experienced sales team could convert interest into sales.
Our goals became clear:
- drive targeted, meaningful traffic to the website
- increase enquiries from homeowners, builders and restoration professionals
- raise awareness locally and regionally.
As always, our approach was to test, tweak and transform. Rather than starting with assumptions, our strategy was iterative, data-driven and creative.
What we did:
Optimised Optimised all social accounts for discoverability and clarity
Audience Tests Ran audience tests to find the best-performing demographics (and eliminated wasted spend)
Digital Adverts Developed Meta and Google Ads campaigns focused on high-intent, location-based keywords
Design Designed ad creative including imagery and video
UX & UI Tweaked UX elements on the website (calls to action, contact visibility), making it easier for users to enquire
Campaigns Built a relocation campaign to generate buzz around Dorton’s move and new facility
Short-form Video Created reels and short-form video content for Instagram, tailored to boost local discovery
Influencers Collaborated with influencers like Salvage Sisters to build authentic reach
SEO-Focused Blog Wrote SEO-focused blog content to improve visibility for niche and long-tail keywords – and position Dorton as the go-to expert in salvage and reclamation
Organic Social Continued to post organic social content, eventually helping them grow to over 10,000 engaged followers.
Within 12 months
Dorton’s digital performance looked like a different business
405% increase in website traffic
233% increase in page views
330% increase in enquiries
Over 10k local followers built organically
Increase in views Instagram reels saw a 168% increase in a younger and more local audience.
“I’ve always known that Dorton has something special, but that wasn’t being reflected online. Cross Origin changed that. Their team didn’t just throw out generic ideas – they took the time to understand us, our customers and the uniqueness of what we do. The results have been genuinely impressive. Website traffic is up, enquiries have skyrocketed and we’ve reached a new audience that previously had no idea we existed. From SEO to social to paid ads, we feel like we’re finally being seen – by the right people, in the right places – and that’s made a real difference to the business.”
Duke Harvey Managing Director, Dorton Reclaim
Dorton Reclaim didn’t need to reinvent their products…
Instead, we amplified their presence. Through a smart, evolving strategy grounded in audience understanding and creative storytelling, we helped them turn browsers into buyers and content into conversions.
If you need to shake up your online persona, we can help. Start with a Brand Clarity Review or Social Media Insights Report – and we’ll show you exactly how to show up online.