About Smirthwaite
Smirthwaite is a specialist manufacturer of paediatric postural support and seating equipment, supporting children, families, therapists, schools and healthcare professionals in the UK and internationally. With decades of experience and extensive clinical knowledge, the organisation wanted to ensure its new UK website provided a strong platform for future growth, visibility and customer engagement.
The challenge
As part of a wider website redevelopment, Smirthwaite wanted an independent review of its new UK website to identify opportunities for improvement and position it for long-term success.
The review focused on:
- Website structure and user journeys
- Search engine optimisation (SEO)
- Content development opportunities
- Accessibility considerations
- Audience-focused content
- Generative Engine Optimisation (GEO), often referred to as AI readiness
The new website already provided a good base. The team wanted to better understand how users discover information online and how their expertise could be made more visible and accessible.
The approach
Cosmic carried out a detailed website and content review, alongside in-person guidance sessions on both SEO and GEO.
Rather than recommending major redevelopment, the review highlighted ways to build on the website’s existing strengths. These included improving content structure, developing guidance-based content, enhancing audience journeys and making specialist knowledge easier to find through both traditional search engines and AI-powered search tools.
The project also explored how Smirthwaite’s clinical expertise, product knowledge and customer insight could become valuable online resources for children, families, therapists, schools and healthcare professionals.
Key recommendations
The review gave Smirthwaite a clear roadmap for ongoing website development and content creation, including:
- Creating more audience-focused content
- Developing guidance, FAQ and knowledge-based resources
- Improving content discoverability through SEO best practice
- Strengthening accessibility and usability
- Preparing content for AI-powered search and information retrieval
- Establishing internal ownership and processes for ongoing content development
Client feedback
“We’ve found the SEO and GEO recommendations valuable, particularly in helping shape our thinking around website structure, audience-focused content, search visibility and AI readiness. The walkthrough gave me a much better understanding of how the search landscape is evolving and the role content can play in improving visibility and engagement.”
Sarah Kemp, Marketing Manager, Smirthwaite Ltd
Looking ahead
With its new website in place, Smirthwaite is well positioned to keep developing content that showcases its expertise and supports the people who rely on its products and services. By combining SEO fundamentals with a forward-looking approach to AI-readiness, the organisation is building a digital presence designed to stay useful, discoverable and relevant as search behaviour continues to evolve.