Case Study U R Safe

U R Safe Pty Ltd engaged Bloom Digital in mid-2019 to build a new e-commerce website. The goal was to convert lower value clients via their shopping cart, and also educate higher value clients requiring bespoke commercial and residential security solutions.

We have been working with U R Safe’s owner, Jeff Rodwell, ever since on his website’s long-term SEO and occasional paid digital advertising. Through a sustained approach working within a minimal budget, U R Safe has achieved incredible rankings and business results.

How We Helped

Website

eCommerce

SEO

Content

Facebook Ads

Website Performance Results

Personal Security Product Sales

+100%

‘Pepper Spray’ Ranking

Website E-commerce Orders

4200+

2019 – April 2025
Source: Google Analytics, Semrush

The Challenge

VIEW WEBSITE

Pepper spray products have significant legal and advertising restrictions, and are only able to be legally purchased in Western Australia. This meant we needed to set up multiple shipping classes for U R Safe’s website to allow for different shipping costs, geo-blocking, regional vs metro customers, and more.

Plus, with U R Safe offering custom solutions for products such as fencing, this required an alternative checkout process to enable a quote system instead of a purchase system.

All this while ensuring the user experience was as simple and straightforward as possible, no matter what the customer was attempting to buy or order.

Our Method

During the website build process we rewrote all content for search engine optimisation, and have continued updating and refining content since the site launched.

Updating our SEO approach to effectively work to changes in algorithms and search experiences has been key to ensuring U R Safe maintains their rankings and organic traffic. Alongside the complex shipping classes in Woocommerce, we also split the site into logical categories for easy navigation for users.

The Results

Literally within hours of launching their new website, U R Safe’s first commercial fencing enquiry was submitted and their enquiries have continued since. We now achieve daily orders for pepper spray, croc top fencing and many other security products, with conversions increasing by over 320% than their previous website.

On April 13, 2024, a tragic event occurred in Sydney that heightened the call for women’s safety and the legalisation of pepper spray across all Australian states. This created a huge surge in demand for pepper spray and related personal security products, and thanks to our long standing relationship with U R Safe, they were in prime #1 position for pepper spray related queries. This led to increases in revenue beyond anything we, or our client, could have imagined.

If you’re looking for security fencing, safes, home and business security solutions, and personal security products, such as pepper spray and alarms, get in touch with Jeff and his team at U R Safe. With Silver ASIAL membership and over 30 years securing West Australians, you are safe with U R Safe.

Our Client’s Reaction

Last year I employed Sara from Bloom Digital to create our new website and manage our marketing for us. It is so refreshing to find someone who actually cares about my business and is always responsive to my needs, and I have no hesitation in recommending Sara and her team.