TS Resins: Rebuilding a UK Chemical Manufacturer’s Digital Presence From the Ground Up
TS Resins is a UK-based chemical manufacturer operating from Alyn Works in Mold, Flintshire, a site with over 75 years of continuous chemical production history. The company produces more than 60,000 tonnes of specialist chemicals annually across three core sectors: contract and toll chemical manufacturing, industrial wood adhesive supply in partnership with Dynea, and agricultural fertiliser production, including their flagship slow release fertiliser product, NUE28™.
Despite being one of the UK’s leading specialist chemical manufacturers, TS Resins had a website that was essentially an online brochure, static, unoptimised, and invisible to search engines. There was no SEO strategy, no structured content architecture, and no mechanism for the site to compete against established competitors who already dominated search results for high-value commercial terms in their sectors.
The Challenge
The brief went beyond a simple redesign. TS Resins needed a digital platform that could actively generate commercial enquiries across multiple distinct market segments, each with its own audience, terminology, and competitive landscape. A buyer searching for a chemical toll manufacturing partner in the UK has completely different intent and expectations from a turf professional looking for a controlled release fertiliser supplier, or a panel manufacturer sourcing interior wood adhesive for their production line.
The site needed to serve all of these audiences, with the right content, the right language, and the right technical foundation to rank against competitors who had years of established search authority.
Planning and Strategy
We worked closely with the TS Resins team to map out every product, service, and market segment the business operates in, from custom contract manufacturing and formaldehyde concentrates through to methylene urea fertiliser technology and bonding solutions for the timber and construction sectors.
From this, we built a content architecture designed around how potential customers actually search. Rather than organising the site around internal business structure, we structured it around the questions buyers ask and the terms they use. Each market segment received its own dedicated section with landing pages targeting specific commercial search terms, ensuring that the site could compete for visibility across multiple keyword groups simultaneously.
A new brand identity was created to reflect the company’s position as a serious, established manufacturer, clean, minimal, and professional. The design language was built to communicate technical credibility without the visual clutter that plagues many industrial sites.
What We Built
SEO-first architecture. Every page on the site was planned with search intent in mind. Landing pages were built around the commercial terms that matter most to the business, toll manufacturing services, slow release nitrogen fertiliser, wood panel adhesives, custom chemical blending – with content structured to satisfy both the user’s information needs and Google’s ranking criteria.
Schema-first approach. Structured data was implemented across the entire site from day one, not bolted on as an afterthought. Organisation schema, product schema, FAQ schema, and breadcrumb markup were all built into the page templates. This gives search engines a clear, machine-readable understanding of what TS Resins does, what it manufactures, and where it operates. It also positions the site for visibility in AI-powered search features, which are increasingly driving how B2B buyers discover suppliers.
Technical knowledge hub. Safety Data Sheets and technical documentation were integrated into the site with direct download capability. Each document is accessible via the web and via QR codes, giving the sales team and customers a seamless way to access compliance documentation from the factory floor, warehouse, or anywhere else it’s needed.
Responsive and performant. The site was built to load fast and work flawlessly across all devices. For a business where buying decisions can start on a desktop in the procurement office and continue on a phone during a site visit, a responsive site is not optional, it is a baseline requirement.
Content depth across markets. Rather than generic “we do everything” messaging, each market segment received dedicated content that speaks the language of that specific audience. The toll manufacturing section addresses the concerns of chemical companies evaluating outsourced production, capacity, reactor specifications, COMAH compliance, IP protection. The agricultural slow release fertiliser section speaks to agronomists and distributors about nitrogen use efficiency, methylene urea chemistry, and foliar application. The wood adhesive section addresses the timber and panel manufacturing sector’s requirements for bonding performance, regulatory compliance, and supply reliability.
The Results
TS Resins went from having zero search visibility to ranking on the first page of Google for multiple commercial terms across their target markets, including toll manufacturing, chemical contract manufacturing, and specialist fertiliser supply keywords.
The site now functions as an active commercial tool rather than a passive online presence. It generates enquiries, supports the sales process with downloadable technical documentation, and provides a professional digital front door that matches the quality and credibility of a manufacturer producing 60,000+ tonnes per year from a COMAH-regulated UK production facility.
Critically, the SEO foundation means the site’s visibility continues to build over time. Each new piece of content, each backlink, and each technical improvement compounds on the work already done, creating a digital asset that appreciates rather than depreciates.
Key Deliverables
- Full brand identity redesign with a new logo, colour palette, typography, and visual language
- SEO-first site architecture designed around commercial search intent
- Dedicated landing pages for each market segment: toll manufacturing, agricultural fertilisers, wood adhesives, and industrial chemicals
- Schema markup implemented site-wide for enhanced search visibility and AI readiness
- Technical documentation hub with web and QR code access to Safety Data Sheets
- Fully responsive design optimised for all devices
- Performance-optimised build for fast load times
- Content strategy and copywriting across all market segments
- Ongoing SEO support and content development
Visit tsresins.co.uk to see the finished site. If your business needs a website that actively generates commercial enquiries rather than just existing, get in touch.
