Absolute Locksmiths Websites & Local SEO
Design and build of a family of fully responsive websites for a busy locksmiths. Copy and content fully optimised to improve search engine results rankings when people are searching for a local locksmiths.
Campaign Improvements & Highlights
The Project Brief
The client is a busy Midlands based locksmiths firm and wanted a family of websites to promote his business in defined local areas.
Because people often need a locksmiths in a hurry, it was important that the sites were easily navigable and very clear, optimised for mobile devices and provided clear contact information.
As a company involved in security, it was also important that reassurance was given about the credentials, reliability and previous customer experiences with the company.
There are various solutions if a client wants to target defined geographic areas. One is to create a single website with specially written landing pages. Another is to create a website with a single web address that has complete and distinct websites with in. And a third is to create a suite of completely separate sites, each with their own web address. Each approach has its pros and cons – cost, Google visibility, perceived size of the company, amount of development and maintenance required etc.
Initially, Insite Web took the second approach to target the main areas the client wished to reach. So individual sites were built for four main locations, each with copy and content especially created to be relevant to that geographic area. In addition, a more generic web address was purchased to contain additional sites for further locations – the third approach above.
In addition, we ensured that the sites performed at a peak on mobile devices (when you are locked out, your computer is probably on the other side of the door) and that the 24/7 contact information was easy to find.
But these sites are not just about emergencies, so each one contains information about residential and commercial services offed by the company and details how they can assist with UPVC locks and catches and how they can update your locks for better security.
We also made sure that all local ranking signals and best practice SEO setup was followed for each location. Each location regardless of website setup behaves as an individual local location, as the client has operatives and offices in each location. We also run a review generation programme for each location encouraging customers to leave feedback.
The various Absolute Locksmiths sites were created with enough differences to make them distinct, but enough similarities to ensure that they were seen as a unified set of websites..
Each site had pages and copy designed to target the local area. The contact details were highly visible, making it simple to call if on mobile, with the added provision of booking a call back if the customer required.
Each site has verified independent reviews specific to that site and adds security and industry accreditation for customer confidence.
The result of this development work is a significant increase in awareness, traffic and relevant business lead generation for Absolute Locksmiths and the client has been able to massively reduce their PPC campaigns. 3 sites dominate the local organic, map and 3 pack results, 2 more sites perform strongly in all 3 areas and the final site performs strongly on maps/3 pack and is growing organically.
It’s been so successful that they’ve now expanded their offering into another 3 locations, with Insite Web providing the sites and lead generation.
What Our Client Said
“The Insite Web team were helpful and professional throughout. They carried out extensive research, built a great-looking business website and created SEO-friendly content that really promoted our electrical services“
Gareth Hughes – Operations Director
Local SEO services that produce geographically specific content that targets high-volume local searches. Local citation auditing and link building to maximise website perceived trustworthiness and dramatically increase lead generation.