Project Detail
Kings Landscapes Website, SEO & PPC
Profitably increase leads for domestic tree surgery work by designing a new website, and driving targeted traffic to it using optimised content and paid online advertising.
Campaign Improvements & Highlights
The Project Brief
The client needed a new website to replace an existing one that was not performing well organically with a number of baked in SEO issues. They also wanted to broaden their appeal to capture more of the local, high end residential and tree surgeon market.
That meant identifying Google and Bing searches for phrases that were relevant, and ensuring that the site was optimised to maximise both SEO and PPC traffic.
In addition, the site should allow customers to get a quote quickly and easily by phone or online.
Client
Kings Landscapes is an independently owned professional landscaping company based in near Milton Keynes. The company was established in 2004 and has gained a high reputation for their work high-quality commercial and residential landscaping projects.
The Solution
The website was redesigned and re-programmed from the ground up – ensuring that the client’s main areas that they wanted to promote were clearly and simply explained.
One of Kings Landscapes most successful areas is in their commercial services, where they undertake large and time-critical projects. They wanted to showcase those and to be able to show how they would apply the same rigour to residential projects. So both their commercial and residential sides are detailed.
A primary domestic expansion service is arboriculture (that’s tree surgery to you and me!) – so special emphasis was placed on this. Thorough analysis showed which local areas and long tail keywords are searched for in this field – for example ‘tree surgeon milton keynes’ – and specific PPC search campaigns and adgroups which targeted those granular search phrases were created.
These are then linked with granular landing pages that show the phrase searched for by the customer. Various A/B and format tests are then undertaken to analyse the best performing and highest converting page types, which are rolled out to all campaigns.
An interactive online form allows data capture for customers requiring tree surgery services (including the uploading of photographs) meaning that often a quote can be given without company representatives having to go to the client’s property. Quicker and more convenient for the client and much cheaper and more time-efficient for the company.
In addition, the site features independent, verified Google reviews from past customers, case studies from past projects and a list of previous commercial customers – all adding up to reassurance for any potential new clients.
The Results
The website is up and running successfully, already ranking better organically than the old site and generating decent tree surgery leads via PPC. Searching for ‘tree surgeon milton keynes’ now brings the company up as one of the top hits in Google Advertising against significant competition. The situation is repeated with other targeted local searches in an area from North London to the South Midlands.
The review programme has been quick to generate 5 star reviews from customers and the site now shows constantly updated, verified, independent customer reviews showing, increasing the amount and quality of contacts.
Locally targeted PPC advertising (constantly monitored and adjusted to maximise ROI) has proved very effective, while the SEO programme is also starting to drive significant growth in traffic to the site.
We continue to improve, maintain and develop the site for Kings Landscapes. New sections are planned for the site on an ongoing basis.
What Our Client Said
“Fantastic work Paul and Insite Web Ltd, a big step forward for us made easier by the way you work with clients. THANK YOU”
Kevin Goodall – Business Developer for Kings Landscapes
Website
Full website development. Optimised and targeted PPC advertising. Relevant copy and content for both users and Google.
Customer reviews. Geographic targeting.