Case Study

Success Story: WaveSurfer

• Company: WaveSurfer
• Industry: Leisure equipment / surf simulator manufacturing
• Location: Belgium
• Use case: Launching and growing a French-language site

About WaveSurfer

WaveSurfer designs, builds and distributes artificial wave machines and surf simulators from its base in Merkem, Belgium. The range covers indoor and outdoor surf, wave simulators and wave pools, available to buy or rent, including mobile trailer-mounted units for pop-up events.

Its customers are venues rather than consumers: water parks and amusement parks, hotels and resorts, family entertainment centres, shopping malls, standalone locations and temporary events. Alongside the installations, WaveSurfer provides consultancy on making an attraction profitable and the technical support to keep it running.

The Challenge

This is a considered, high-value B2B purchase. Someone scoping an attraction for their venue wants to know what it costs long before they contact a supplier, and if that answer is not on your site they find it somewhere else.

WaveSurfer's French-language site was new, going live in late December 2025 with 47 clicks in its first partial month. It had no established authority in French search results, and it was competing for a small set of very specific terms where the buyer's intent is unmistakable.

The Solution

Rather than translating the existing site and hoping, the French site was built around how French-speaking buyers actually search:

• An FAQ page answering the price question directly, in the words buyers use to ask it
• Separate pages for each product configuration, market and use case, from mobile trailer units to permanent indoor installations and rentals
• French-language content written for the market rather than translated word for word
• Search Console tracking for the French market separately from the other languages

The Results

Comparing the six months to August 2026 against the six before it:

• Organic clicks up 233%, from 489 to 1,628
• Impressions up 197%, from 18,356 to 54,568
• Click-through rate up from 2.66% to 2.98%
• Average position improved slightly, from 11.0 to 10.3

The most useful signal is the trend: August 2026 was the site's best month at 375 clicks, up from 47 in its first month. Growth has not plateaued.

The FAQ approach did most of the work. The page answering what a WaveSurfer artificial wave machine costs is the second-largest entry point on the French site with 349 clicks, behind only the homepage at 533. It holds position 1.1 for "prix machine vague artificielle", and related price searches follow the same pattern: "simulateur de surf prix" at position 2.0 and "vague artificielle prix" at 1.8.

Broader category terms are where the remaining opportunity sits. "Simulateur de surf" is at position 13.5 against 587 impressions and "surf artificiel" at 11.4 against 734, both close enough to page one to be worth pushing.

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