crossling.co.uk
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The 165-Year-Old Plumbing Giant
How a North England merchant dominates offline while ignoring digital scale
In an era of digital disruption, Crossling isn't just surviving—it's thriving as a 165-year-old plumbing merchant with 118 employees and $37.9M in revenue. The question isn't whether they'll adapt to the future, but why their digital footprint remains so deliberately minimal.
"A $37.9M business with fewer monthly website visits than a mid-sized blog—this isn't digital failure, it's deliberate B2B focus."
The Offline Empire
Crossling operates as the North of England's largest independent plumbing and pipeline merchant. With 118 employees and 4.7/5 Trustpilot rating from 27 reviews, they've built a reputation that transcends digital metrics. Their 165-year history isn't a legacy burden—it's a competitive moat that new digital players can't replicate.
Digital Paradox
Despite 71% of traffic coming from organic search, their monthly visits total just 2,666. The top keyword 'crosslings' drives 190 monthly searches, while 'bh12 3bn' (a postcode) drives 460. This reveals a customer base searching for physical locations, not browsing products. Their digital presence serves as a directory, not a sales channel.
The tech stack tells a story of pragmatic adoption rather than innovation. jQuery, Bootstrap, and Owl Carousel suggest a site built years ago and left functional. The presence of PWA hints at ambition, but the implementation appears dormant. Google Analytics and Tag Manager track what matters: foot traffic conversion, not online sales.
- 165-year history creates unmatched local trust
- Revenue scale ($37.9M) with minimal digital overhead
- 71% organic search traffic shows strong brand recall
- 4.7/5 Trustpilot rating proves service excellence
- Top 3 keywords are location-based, not product-based
The Quiet Giant Strategy
Crossling proves that in B2B heavy industry, digital presence is a tool, not the business model. Their $37.9M revenue comes from relationships built over 165 years, not SEO optimization.
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Crossling, Plumbing and Pipeline Merchants - crossling
North of England's largest independent Plumbing & Pipeline Merchant, trading for over 165 years. Our products are suitable for commercial, trade and public.
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Crossling Ltd
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Reviews (20)
What an outstanding company
What an outstanding company, was looking for a fitting to adapt an argon line to a disposable bottle, the laddie sorted it out for me in no time,
Outstanding service from Carlisle…
Outstanding service from Carlisle branch. Helpful, knowledgeable and reliable. Sean Wright was a pleasure to deal with
Hello, Thank you for taking the time to leave a review! Kind regards, Helen
Top notch!
What an excellent find this company is. Ordered a couple of toilet seats online to replace cracked ones. They are a discontinued line and priced extremely well at Crosslings - I might buy a couple more as spares. Received items in one working day, in perfect condition. Now fitted, and one very happy customer. 10/10
Hi Anna, Thank you very much for leaving your feedback. We are glad we were of help and look forward to seeing you again in the future! Kind regards, Lewis.
Got the product I was looking for here…
Got the product I was looking for here and it arrived very quickly. Am a happy customer !
Hi Monika, We're delighted that you enjoyed your experience with us and that delivery was quick! Hopefully we'll see you again soon. Kind regards, Tony
Very competitive prices and rapid…
Very competitive prices and rapid delivery. Very impressed, will certainly use again.
Hi Terry, Thank you for taking the time to leave a review! We're glad you had a great experience with us. Kind regards, Tony
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About crossling.co.uk
North of England's largest independent Plumbing & Pipeline Merchant, trading for over 165 years. Our products are suitable for commercial, trade and public.
Company Overview
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Technology Stack
crossling.co.uk uses 13 technologies across their website including Font Awesome, Google Fonts, reCAPTCHA, ShareThis, and more.
Fonts
Font Awesome, Google Fonts
Security
reCAPTCHA
Social
ShareThis
Reviews
Trustpilot
Analytics & Marketing
Google Tag Manager, Google Analytics
Web Standards
PWA
Traffic & Audience
crossling.co.uk receives approximately 2.7K monthly visitors and ranks #6,526,654 globally. The website has a bounce rate of 72% with visitors viewing an average of 1.5 pages per visit. Users spend an average of 1:09 on the site.
The majority of crossling.co.uk's traffic comes from .
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This page provides publicly available information about crossling.co.uk. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit crossling.co.uk directly at https://crossling.co.uk.