The Q4 2025 benchmarking report for UK hospitality ceramic brands has just been published. Learn how the top 5 UK hospitality ceramic brands perform across the digital space.
The latest Q4 2025 benchmarking report for UK hospitality ceramic brands has just been published. It covers the largest 5 UK ceramic brands, including Churchill, Steelite, Artis, DPS Tableware, and Neville UK.
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 hospitality ceramics brands to win brand exposure, drive online views, and generate bookings. 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 Q4 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 5 hospitality ceramic brands providers on, check out our quick-look table below;
Continue reading for further detail on this quarter's best and poorest-performing UK ceramics brands or request a copy of the report for the full review.
The 70+ pages of research benchmarks each retailer 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.
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 prospective customers are able to find key information, such as products, advice on product care, and price range.
Artis reported the most 404 errors of all brands (980), with only Steelite not receiving any 404 errors. Broken links and 404 pages can disrupt internal linking structures that support SEO, leading to these errors. This weakens the site’s overall ability to compete in search results.
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. Mobile site speed can vary to desktop speed, as users tend to want reduced written content on a smaller screen and a quicker, easy-to-use navigation to minimize delays.
The mobile site speed this quarter ranged between 71 and 4, with Neville UK reporting the slowest speed. Churchill and Steelite were the only brands to score over 50% for mobile site speed — the recommended minimum score to improve the user experience for those on a smaller screen.
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. Hospitality ceramic brands should consider their website a resource for informative guidance for their users and not just an opportunity to sell their products. Treating their site this way to help to increase organic traffic and can help improve their link equity if other sites consider them a resource.
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. Artis received the lowest DA score (26), and only Steelite and Churchill were considered in the ‘good’ zone — scoring above 50. As a site earns more trusted links, it becomes part of a wider ecosystem of reputable sources. This ongoing credibility helps steadily increase domain authority and strengthen long-term SEO performance.
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. We can expect to see a difference in organic traffic on mobile and desktop, as some users have a personal preference of the device they use for online shopping. With that being said, all brands shouldn’t miss out on the opportunity to secure more organic traffic on either device, taking into consideration the different factors based on screen size.
Three brands reported a drop in organic traffic on desktop, with Neville UK receiving the biggest loss (-65%). On mobile, 3 brands reported a drop in organic traffic, with Neville UK receiving the biggest loss on this device, too (-65%). Ensuring a fast-loading, mobile-friendly website is essential for capturing traffic from mobile users. Using responsive design and optimising site speed provides a smoother browsing experience on any device. A positive user experience encourages visitors to stay longer and engage more.
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 retailer can appear for universal search results without being strong in standard rankings. Customer reviews and FAQs are a great way for potential customers to see the experience others have had with the hospitality ceramic brands and gauge which company has the happiest customers.
Neville UK remains at the top spot for the most Universal Search appearances (201). The majority of these appearances came from ‘images’ (196).
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 retailer new search terms as they enter Google’s index. Hospitality ceramic brands have a wide range of longtail keywords to work with and should utilise these phrases throughout their website, including in articles.
Churchill secured the most longtail keyword appearances for position 3 (16), and Neville UK secured the most appearances for positions 4–10 (65). Longtail keywords are less competitive than short-tail keywords, giving brands the chance to rank higher in search engines and gain more organic traffic.
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 an effective way for UK ceramic brands to share their latest releases and deals.
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 retailer engagement, but great for Google, too, who will recognise content which achieves traffic over a long period of time. Hospitality ceramic brands should be taking the opportunity to share knowledge and advice to help position them as an expert in the field.
Churchill secured the most Facebook Likes (7,600) and the most Instagram followers (25,300). Twitter was the most popular social media platforms of all brands. Neville UK received the highest total engagement rate (286) and the highest average engagement (830). Churchill should regularly revise their content to look for missed opportunities to increase their engagement given their high social media following.
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, retailers lose customer interest as they turn elsewhere. Hospitality ceramic brands will have universal appeal, so suppliers need to ensure their site is accessible for all. They need to ensure everyone can access and use their website with ease, to stop customers from leaving for a more accessible website.
Churchill received the most accessibility alerts (91). Websites with unresolved accessibility alerts risk losing trust and credibility among their audience. Visitors expect modern websites to be inclusive and easy to use. When those standards aren’t met, users may view the brand as careless or unprofessional, leading to a negative overall impression.
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.