The Q3 2025 benchmarking report for UK blinds and shutters brands has just been published. Learn how the top 12 UK blinds and shutters brands perform across the digital space.
The latest Q3 2025 benchmarking report for UK blinds and shutters suppliers has just been published. It covers the largest 12 national blinds and shutters brands, including Hillarys, Blinds 2Go, Blinds Direct, Just Shutters, 247 Blinds, Eclipse Blinds, Shuttercraft, Homefair Blinds & Shutters, Shutterly Fabulous, Perfect Shutters, Plantation Shutters, and ShuttersUp.
The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other blinds and shutters brands to win brand exposure locally, drive online views, and generate orders. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.
To see a preview and contents page of the Q3 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.
For a glance into just 6 of the metrics we evaluated these top 12 blinds and shutters brands on, check out our quick-look table below;
Continue reading for further detail on this quarter's best and poorest-performing UK blinds and shutters brands or request a copy of the report for the full review.
The 70+ pages of research benchmarks each site based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.
Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long term viability, competitive advantage, and sustainability.
Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.
For Q3 2025, the average monthly budget wastage across these UK blinds and shutters brands was £14,692, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £37 . This highlights how competitive the market is and how important it is to control your budgets effectively.
There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Perfect Shutters reported the lowest monthly cost-per-click (CPC) at £0, and Just Shutters has the highest at £309.
The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, ShuttersUp has the lowest estimate monthly ad spend at £168, and Blinds 2Go has the highest at £406,000.
By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.
Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. Having a technically sound website will ensure potential customers can find the information and products they're looking for when it comes to browsing for new blinds and shutters.
In our previous audit, Perfect Shutters reported the most 404 errors (79). This quarter, Perfect Shutters remains the brand to watch, and they’ve increased their 404 errors to 97. 404 errors negatively impact websites by frustrating users, increasing bounce rates, and potentially reducing trust. They also harm SEO by wasting link equity and signalling poor site maintenance to search engines. Too many broken links can ultimately lower a site’s credibility and rankings.
When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. While site speed might not seem the most pressing issue for brands within the home interiors sector, blinds and shutters brands will still benefit from having a fast site which instils a positive impression of the brand from first click.
In our last report, 247 Blinds reported the slowest mobile site speed (11). This quarter, 247 Blinds has increased their mobile site speed to 19. Currently, the brand with the slowest mobile site speed is Blinds 2Go (a score of 18). An effective way to increase mobile site speed is by compressing and optimising images so they load quickly without losing quality. Using techniques like browser caching, minifying code, and implementing a content delivery network (CDN) can also greatly improve load times. Together, these steps create a smoother, faster experience for mobile users.
Domain authority is an essential metric for measuring the effectiveness of SEO performance and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. Blinds and shutters brands have a wealth of opportunity to build backlinks and improve their domain authority, and can work with external publications and bloggers to build trust, visibility, and referral traffic.
A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. In our previous audit, Perfect Shutters reported the lowest DA score (11). This quarter, Perfect Shutters has increased their DA score to 14, and Homefair Blinds & Shutters, is currently the brand to watch (with a DA score of 12). Backlinks increase a website’s domain authority by signalling to search engines that other sites trust and reference its content. High-quality, relevant backlinks pass ‘link equity’, boosting credibility and improving search rankings. The more authoritative the linking sites, the stronger the positive impact on domain authority.
A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Only two blinds and shutters brands in our report have gained organic traffic year on year, which is unsurprising due to the cost of living crisis and need for many consumers to cut back on luxuries and outgoings.
Six brands reported a decline in organic traffic on desktop, and 6 also reported a decline on mobile. Plantation Shutters saw the biggest loss on both desktop (-39%) and mobile (-62%). A website can increase organic traffic by publishing high-quality, keyword-optimised content that addresses users’ needs. Improving on-page SEO, earning authoritative backlinks, and ensuring fast, mobile-friendly site performance also help attract more visitors. Consistently updating and promoting valuable content encourages repeat traffic and higher search rankings.
Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a site can appear for universal search results without being strong in standard rankings. Brands within home improvement sectors, such as blinds and shutters, should look particularly to Image Pack results as an opportunity to display products from the SERP itself, and entice users to visit their site.
Hillarys continues to secure the most Universal Search appearances (7,036) — a reduction from 15,302 in our previous audit. The majority of these appearances came from ‘images’ (3,100).
Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand new search terms as they enter Google’s index. Blinds and shutters brands should be looking at high-potential keywords which show a strong conversion intention, such as 'buy blinds with fitting' or 'window shutters next day installation'.
Blinds 2Go continues to secure the most longtail keyword appearances for position 3 (2,997), and Hillarys continues to secure the most appearances for positions 4–10 (4,216). A website can ensure it’s using the best long-tail keywords by researching what phrases their target audience actually searches for using tools like Google Keyword Planner or SEMrush. Analysing competitors and user intent helps refine keyword choices. Continuously monitoring performance and adjusting keywords based on traffic and engagement ensures relevance over time.
With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. Facebook ads are a great way for blinds and shutters brands to reach people who are specifically looking to make improvements to their homes.
We’ve included screenshots of Hillary’s sponsored Facebook posts. This UK blinds and shutters brand included vertical media to cater to social media users on a mobile, and they also stuck to a maximum of 3 lines of text.
When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Blinds and shutters brands can use social media to join in with trending homeware images and content, such as sharing seasonal styling inspiration along with any offers or sales events they're holding.
Blinds 2Go secured the most Facebook Likes (217,100) and the most Instagram followers (357,400). Facebook was the most popular social media platforms of all brands. Blinds Direct received the highest total engagement rate (1,263) and the highest average engagement (52).
20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. For blinds and shutters brands, while it may be tempting to favour visuals over function, care should be taken that their site remains accessible and easy to read.
In our previous audit, 247 Blinds was the brand to watch, reporting 120 accessibility alerts and 161 contrast errors. This quarter, has increased their accessibility alerts to 186, though they’ve decreased their contrast errors to 137. Accessibility alerts are harmful for websites because they indicate that users with disabilities may struggle to navigate or interact with the site, leading to a poor user experience. Additionally, search engines may view accessibility issues as a negative signal, potentially affecting SEO.
To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.