Objectives and Requirements
LDG is one of our longest-standing estate agent clients. They have a strong reputation in their local area being in business for 30 years while our job has been to help them increase their online market share by improving organic rankings and increasing website traffic from organic and paid search.
With the increase of mobile phone users, it was the right time to redesign and upgrade their website. We wanted to increase their rankings on page one of Google, increase the number of enquiries from visitors, and encourage conversions. This was no longer possible with their old website. Their commercial department was also growing, and the old website did not reflect this growth accordingly. They needed a website which promotes both the residential and commercial arms of the business equally.
We completely restructured the sitemap and user navigation, allowing both departments to be accessed from any part of the site. But we didn’t stop there. We wanted to personalise the user experience so depending on the intent of the visitor, the content on the pages would change accordingly. We also wanted to improve the organic rankings to allow for expansion while running an ongoing marketing campaign. The agency had also decided to change their CRM provider so we quickly had to adapt our WordPress feed integration plugin to run with Jupix.
We designed and built a mobile responsive website in WordPress, incorporating the Jupix property feed for both their residential and commercial properties. Each page caries a level of personalisation, be it by showing the right agent a prospect can contact based on the page content or by showing other relevant content based on the user’s intent.
The site is optimised for both commercial and residential property searches covering five locations, allowing Google to rank the site by a long list of relevant search terms.
As a result of all these upgrades we have recorded:
- 11% increase in traffic year on year
- 9% increase in average session duration
- 45% increase in traffic from mobile devices
- Ranking organically on page one for very competitive commercial property-related phrases, some of which Google AdWords suggest would cost over £20 per click if PPC was undertaken
Ongoing Specialist Support
While this is a new website, it is a complex one which requires nurturing, updating and improving as the needs of the business change. It’s for this reason that we provide LDG with ongoing support and maintenance. This includes keeping WordPress up to date and responding quickly to fix any issues should they arise.