Estdoor OÜ is an Estonian manufacturing company that produces metal doors, gates and metal structures. Its product range includes stairwell entrance doors, apartment and house doors, industrial doors, grille doors, profile doors and partitions, sectional doors, swing gates and various metal structures. Estdoor operates as a manufacturer for whom reliable technical competence and the ability to reach the right customers in Estonia and beyond are both important. The Estdoor OÜ website highlights metal door and gate manufacturing, 15+ years of experience and a broad product category structure.
Visibilion’s cooperation with Estdoor was not a one-off web development project. It was a long-term and complex digital marketing partnership in which, over two years, we developed the website, improved SEO visibility, created new service and category pages, wrote regular content, optimized existing pages, managed Google Ads campaigns, supported email marketing, purchased and used targeted contact databases, and handled ongoing technical and content-related tasks according to Estdoor management’s needs.
The main goal of the cooperation was to turn Estdoor’s digital channel into a stronger source of sales and enquiries. This meant that the website could not be only a company presentation. It had to help a potential customer quickly understand what solutions Estdoor offers, in which situations those products are suitable and how to contact the company.
Visibilion helped us turn the website, SEO and Google Ads campaigns into a much clearer system. The work did not focus only on individual fixes, but looked at the full picture: how the customer finds us, how the website builds trust and how digital marketing supports enquiries.
Starting point: a manufacturing company needed a clearer digital system
With Estdoor, it was important to understand that this was not a simple service company where one short landing page would be enough. Manufacturing metal doors, gates and metal structures is a more technical field, where before sending an enquiry the customer wants to see specific information: what doors or structures are produced, which solutions are suitable for apartment buildings, which for private houses, which for industrial buildings, which products are in stock and which can be ordered in custom sizes.
For that, the website needed a logical structure where different product categories and target groups were explained separately. If all information is placed on one general page, it is harder for both users and Google to understand which searches the website should appear for. That is why we started working with Estdoor not only on individual texts or ads, but by organizing the whole digital system.
The focus was on three major directions: website development, SEO and enquiry growth. All activities had to support the same goal and bring Estdoor more high-quality contacts from people and companies looking for metal doors, stairwell doors, industrial doors, gates or metal structures.
Web development and structure: more than just a beautiful website
One of Visibilion’s first roles was to help Estdoor develop the website in a way that better supported users, search engines and the sales process. We worked on the site structure, content blocks, categories, subpages and landing pages. It was important that every main product category had its own clear page, not only a general mention on the homepage.
The Estdoor website has separate categories, for example, for doors, ready-made metal doors, apartment building stairwell doors, apartment and house doors, industrial doors, profile doors, gates and metal structures. This kind of structure helps the user move directly to the solution they need and gives Google a clearer signal about which topics and keywords each page is connected to.
Special attention was given to the segment of apartment building entrance doors. That page highlights durable metal doors, vandal resistance, intercom systems, free measuring and installation across Estonia. It also explains different door types, selection criteria, the ordering process and frequently asked questions. This approach helps make the page useful not only for SEO, but also from a sales perspective.
Our work was not limited to creating new pages. We updated existing pages, improved text structure, added meaningful content blocks, expanded metadata, optimized images and made smaller technical improvements based on management or sales-related feedback.
SEO: consistent growth of service, category and content pages
SEO was one of the central areas of work for Estdoor. In the metal door and gate manufacturing industry, customers often search for very specific solutions: stairwell doors, metal doors for apartment buildings, industrial doors, metal doors from stock, doors for private houses, gates, metal structures and similar queries. Each of these searches can indicate a person or company with a real need.
To make Estdoor visible for more searches, we created and developed new category and landing pages. We also regularly wrote articles that answered potential customers’ questions and supported service pages with internal links. The goal of content was not simply to fill a blog, but to increase SEO visibility and trust.
During the work, we optimized meta titles, meta descriptions, H1 and H2 headings, URLs, image alt texts and internal linking. It was especially important that every page focused on a specific topic and user need instead of repeating the same generic statements. For example, “metal doors” and “stairwell doors for apartment buildings” are related topics, but they reflect different search intent. That is why they need separate content and separate SEO logic.
The result of SEO work is also visible in Google Search Console data. Based on the included screenshots, the latest period summary shows 3.81 thousand organic clicks, 62.3 thousand impressions, 6.1% CTR and an average position of 13.6. The charts also show a growth trend in organic impressions and clicks, especially from the beginning of 2026. This indicates that the content and structural expansion of the website began to grow Google visibility over time.
Google Ads: faster enquiries and very low cost per click
In addition to SEO, we also used Google Ads campaigns for Estdoor. Google Ads was important because SEO is a long-term channel, while paid search makes it possible to reach potential customers faster, especially when a person is already searching for a specific product or service.
Based on the included Google Ads screenshot, the result for the selected campaign period was 2.65 thousand clicks, 27.6 thousand impressions, 9.58% CTR and an average CPC of 0.27 €. This CTR shows that the ads were well matched to search intent, and the low average cost per click made it possible to receive a significant amount of traffic with a reasonable budget.
The goal of Google Ads campaigns was not simply to increase traffic. The focus was on services and products with business value: metal doors, ready-made doors, stairwell doors, gates and other directions important to Estdoor. The work included keyword selection, ad group structure, ad copy, landing page selection, negative keywords and performance monitoring.
It was also important that ad traffic did not simply go to the homepage, but to the most suitable page. If a user searches for stairwell doors, they should reach the page about stairwell doors. If they search for ready-made metal doors, they should reach the page with doors in stock. This relevance improves user experience and increases the likelihood of an enquiry.
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Email marketing and use of contact databases
The work done with Estdoor also included email marketing. For a manufacturing company, email is a particularly valuable channel because not all potential customers actively search on Google. Some target groups, such as apartment associations, property managers, construction companies or business clients, require a more direct and targeted approach.
For this, we used purchased contact databases and targeted email campaigns. The goal was not to send random mass emails, but to reach specific target groups with a suitable offer. For apartment associations, for example, communication can focus on stairwell doors, security, intercom systems, free measuring and installation. For commercial spaces or production sites, industrial doors, gates or metal structures may be more important.
Email marketing worked together with the website and landing pages. When a person received an email, they needed the option to move on to a clear page where the offer was explained and sending an enquiry was easy. That is why it was important that campaigns did not exist separately, but relied on a properly prepared website structure.
Multilingual website: Estonian, Russian, English and Finnish direction
Estdoor operates in a market where different customers use different languages. That is why it was important to develop the website as a multilingual one. In addition to the existing Estonian and Russian directions, we also worked on creating and developing English and Finnish versions.
Multilinguality does not mean simply translating text. Each language version must be natural, clear and correct from an SEO perspective. This means that headings, metadata, URLs, image texts, CTAs and page structure must fit the specific language and target audience. In the Estonian market, Estonian and Russian are important, while English and Finnish versions create additional opportunities for more international visibility and cooperation.
The English Estdoor website clearly presents the company’s main manufacturing directions: metal doors, apartment and house doors, industrial doors, grille doors, profile doors, gates and metal structures. This creates a better foundation both for foreign customers and for international enquiries.
Regular content creation: articles, categories and landing pages
One important part of the cooperation with Estdoor was regular content creation. We wrote new articles every month, updated existing pages and created new landing pages. This was necessary for several reasons.
First, regular content helps grow SEO visibility. Every new high-quality article or service page creates an opportunity to appear for new searches. Second, content helps answer customer questions before a sales contact. Third, articles can be used for internal linking, email campaigns and the sales process.
For Estdoor, important topics included choosing metal doors, door maintenance, sound insulation, doors for technical rooms, stairwell doors, solutions for apartment buildings, ready-made doors from stock and other practical questions. These topics are not only for SEO. They help the customer better understand which solution fits them and why Estdoor is a reliable manufacturer.
Every article or new page had to support the larger structure. Blog articles directed users to related service pages. Service pages supported enquiries. Category pages helped Google better understand the main topics of the website.
Analytics: decisions based on data, not feelings
During the cooperation, we regularly monitored data from Google Ads, Google Search Console and Google Analytics. This was necessary to understand which channels were working, which pages were growing and which directions were worth developing further.
The Google Search Console screenshots show a gradual increase in organic visibility. The impressions chart moves from lower levels at the beginning of 2025 to a clearly higher level by spring 2026. The clicks chart also shows a growth trend, and the position view shows that in some periods the average position improved noticeably.
The Google Analytics channel overview screenshot shows that over time, website sessions grew from several channels, including organic search, direct and paid search. This is important because the impact of digital marketing does not come from only one channel. SEO, Google Ads, email marketing, brand awareness and direct traffic influence each other.
Analytics made it possible to make practical decisions: which pages to strengthen, which services to advertise more, which articles to write next, which campaigns needed optimization and where unused potential remained.
Public business indicators: turnover grew as the digital system became stronger
The impact of marketing cannot always be linked one-to-one with company turnover, because the results of a manufacturing company are also affected by prices, production capacity, sales, seasonality, repeat customers and the overall market situation. At the same time, it is important to look at whether the company’s business development is moving in a positive direction during the same period.
Based on public data, Estdoor OÜ’s taxable turnover grew from the four-quarter total of 649,404 € in 2024 to 760,399 € in 2025. This means approximately +17% growth. In Q1 2026, taxable turnover was 176,298 €, compared to 124,871 € in Q1 2025, which means approximately +41% year-on-year growth.
These numbers do not mean that all growth came only from digital marketing. However, they show that the development of Estdoor’s digital visibility, website structure, content and advertising channels took place during a period when the company’s public turnover indicators were moving upward. This is an important signal because Visibilion’s goal was not to carry out isolated marketing activities, but to support the company’s broader growth and sales work.
What exactly did Visibilion do for Estdoor?
During the cooperation, a broad set of services developed with Estdoor. Our work was not only “SEO” or only “advertising”, but holistic digital marketing and web development support.
The main activities were:
- website development and technical support;
- creation of new landing pages;
- creation of new category pages;
- updating existing pages;
- development of SEO structure;
- optimization of meta titles and meta descriptions;
- image SEO optimization;
- regular article writing;
- adding internal links and CTAs;
- Google Ads campaign setup and optimization;
- support for email marketing;
- use of contact databases in campaigns;
- development of English and Finnish language versions;
- monitoring Google Analytics and Search Console data;
- smaller improvements and tasks based on ongoing management feedback.
This cooperation format gave Estdoor a flexible partner who does not work with only one tool, but looks at the entire digital system as a whole.
Results: clearer structure, more visibility and a stronger digital channel
The Estdoor project clearly shows why digital marketing for a manufacturing company should not consist of random isolated activities. If you only run Google Ads but the website is weak, enquiries may not come. If you only write articles but the service pages are confusing, traffic may not turn into sales. If you only do web development but there is no SEO or analytics, part of the potential remains unused.
For Estdoor, several directions worked together: website structure, SEO, Google Ads, content creation, email marketing, multilinguality and analytics. As a result, the website became clearer, search visibility grew, Google Ads brought traffic at a low cost per click, and the company’s digital channel began to support the sales process better.
The included data shows:
- Google Ads: 2.65k clicks, 27.6k impressions, 9.58% CTR, 0.27 € average CPC;
- Google Search Console: 3.81k organic clicks, 62.3k impressions, 6.1% CTR, 13.6 average position;
- organic impressions and clicks growth trend in 2025–2026;
- public taxable turnover growth from 2024 to 2025 of approximately +17%;
- Q1 2026 taxable turnover compared with Q1 2025 grew by approximately +41%.
These results show that consistent digital marketing can be much more than “website maintenance” for a manufacturing company. When done properly, it becomes a growth system.
Summary
The cooperation between Estdoor OÜ and Visibilion is an example of how digital marketing for a manufacturing company can be developed consistently and practically. Over two years, the work did not focus on only one channel, but on the whole digital ecosystem: website, SEO, Google Ads, content creation, email marketing, multilinguality, analytics and necessary ongoing improvements.
The most important result is not one chart or one campaign. What matters is that Estdoor’s website became a stronger business channel. Pages became more informative, services better structured, search visibility grew and marketing activities became more closely connected to the company’s sales goals.
For a manufacturing company, this means more control over its digital visibility. When the company is easier to find in Google, the website explains services better and ads direct users to the right place, there are more opportunities to receive high-quality enquiries. That is the system Visibilion developed and continues to develop together with Estdoor.
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