Case study · MUK Microcement · Cheltenham A premium finish, finally filmed like one

Beautiful work nobody saw being done

Floors, walls, wet rooms, worktops and the occasional steam room, finished in jointless microcement by a small team who are very good at it. The audience is split between homeowners renovating and the architects and contractors who specify a finish for a project, and both of them decide with their eyes. In July 2026 the Instagram account had 720 followers and 766 video views in the month, the website had 229 sessions, and the process that sells the finish had never been filmed properly.

What they wanted was the same thing most trades want and rarely get: one company for content, social and search, one person to call, and a crew that comes to site.

One day on site, fourteen posts

We wrote the content plan first: twenty six ideas with a capture plan, so one day on site produces the process films, the before and afters and the team introductions a premium trade needs. Then the shoot. The first eight films came out of it, cut for Instagram and Facebook, where the homeowners are, and for LinkedIn, where the architects and contractors who specify finishes are. Fourteen posts went out in August, from five the month before.

The best performing pieces were the ones that showed the work: a typical bathroom before the team start and what the process looks like from there, the topcoat process in close up, and an introduction to Kris, the lead installer, six years in microcement.

Video views up eight and a half times

Instagram video views went from 766 in July to 6,551 in August. Profile visits went from 104 to 262, and reach from 4,863 to 5,672 accounts. The Facebook page, which had been almost silent, served 1,835 video views from 95 the month before. On LinkedIn, fourteen posts took impressions from 195 to 670, in front of the people who specify finishes for a living.

It is one month, and we say so. The direction is the point.

Sixteen five star reviews, a busier site

The Google Business Profile was completed and kept active alongside the content, and the reviews came in: sixteen, all five stars, in August. Profile views went from 397 to 501. The website followed the films, as it always does: sessions rose from 229 in July to 379 in August, and organic clicks in Search Console from 50 to 77, with nothing on the site itself changed yet.

The on page work for the microcement searches in the company’s area comes next, now that there is something worth landing on.

What one month tells you

One month tells you the content works: people watch the process, visit the profile and go to the website. It does not tell you what that becomes in enquiries and jobs, which sit in the company’s own inbox and are theirs. The next months will show whether August was a spike or a level, and this page will say which.