Saraval Industries: B2B SEO and PPC for an office furniture retailer.

Context: a B2B furniture business competing on search and conversion.

Saraval Industries sells office furniture into the New York commercial market. B2B furniture is a considered purchase with long sales cycles, real-dollar deal sizes, and meaningful close-rate variance. Winning the first conversation matters because not every conversation closes.

When Winston came on in January 2016, Saraval needed a website that would convert, a paid program that would bring in qualified buyers, and an SEO strategy that would keep the pipeline filled between campaigns.

The approach: build for conversion, then run SEO and PPC as one pipeline.

• Website redesign. Built a site focused on clear product categories, strong product pages, and paths for B2B buyers to request a quote or start a conversation. The site itself had to do part of the selling.
• SEO program. Category-level keyword research, on-page optimization, and content built around the questions B2B furniture buyers ask. Built topical authority around the specific furniture categories Saraval sells.
• PPC campaign management. Paid campaigns structured around high-intent commercial keywords with spend protected from irrelevant match types. Landing pages tuned to the ad intent.
• Content optimization. Ongoing content refinement on the highest-value pages. Small changes compound over a multi-year engagement.

What we shipped.

• A redesigned Saraval Industries website built for B2B furniture buyers.
• SEO program covering category pages, product pages, and supporting content.
• Paid media management with high-intent campaign structure and landing-page optimization.
• Content optimization on the highest-traffic, highest-conversion pages.
• Ongoing reporting tied to monthly inquiries and close rate, not ranking snapshots.

Results.

Per the Winston Clutch profile and client reporting:

• 3 to 10 monthly inquiries generated through the digital program.
• 50% close rate on those inquiries, reported by the client.
• Multi-year retention. Saraval has been a Winston client since 2016.

Saraval summarized the engagement publicly: "Winston Digital has earned our trust in a way no other provider has."

Why this engagement worked.

B2B is a lead-quality game, not a lead-volume game. Ten qualified inquiries a month at a 50% close rate beats a hundred junk leads. The program was tuned to the right metric from the start. Campaigns bid on commercial intent, not impression share. Content spoke to actual furniture buyers, not to everyone who might accidentally click. Multi-year retention is the outcome of that focus.