186% increase in organic traffic for groundworks contractor
CLIENT: Performance Foundations
SERVICES: SEO, Local SEO, PPC, Digital PR
SECTOR: Construction
Accredited and trusted digital marketing experts
The client
Performance Foundations is a busy, family-run specialist piling and groundworks contractor based in West Sussex. Their roster of clients includes national housebuilders, private clients, structural engineers and architects. At any time, the business will be on up to twelve projects at the same time, in Sussex, Hampshire, Kent, Surrey and London. Unlike most contractors who are set up to handle either piling or groundworks, Performance Foundations is a one-stop shop for all construction work up to damp course level.
The challenge
In the competitive construction sector, it is essential to have an online presence which reaches the right decision-makers. Aside from word of mouth, Performance Foundations had tried various local sports sponsorships, and put effort into building awareness via LinkedIn. Search results saw them appearing at unacceptably low positions. For legacy reasons, they also ran two websites under different brands which diluted engagement for both.
The family recognised the need to broaden its audience to gain real competitive advantage over other contractors, especially for bigger projects. They also seek to keep a balance of short and longer term work on their order books, and to differentiate themselves from competitors. In other words, they needed to leverage digital marketing and be much more visible than at the time they started working with us.
Our objectives
We set out clear goals for improving Performance Foundations’ performance through:
Migrating and re-platforming to a single website
Improving local SEO
Deploying digital PR and paid search campaigns
Increasing the number and quality of leads
What we did
We took a thorough, step-step approach covering technical and strategic aspects of SEO:
- Streamlined the website and migrated to an enhanced platform
- Optimised meta data throughout the website
- Carried out comprehensive audits of content and technical SEO
- Created pages rich in keywords targeting profitable types of business
- Increased awareness and authority through digital PR outreach supporting local visibility
- Optimised Google My Business content and cleaned up citations
- Utilised paid search campaigns targeted to relevant customers
- Reduced cost per acquisition and increased lead generation
The results
Between April 2021 and April 2022, we helped the business to:
33% increase
in conversions for PPC campaigns
57% reduction
in PPC cost per conversion
128% increase
in online enquiries
Increased organic search impressions by 52% from 26.9k to 40.9k
From January 2020 to January 2022 the number of keywords ranking with Google increased from 31 to 168 – an increase of 542%
Comparing Oct21-Sep22 to our first year working with the client Oct19-Sep20, organic search traffic has increased by 186%
“Very impressed with the quality of work and the understanding of our business. They have definitely made an improvement to our listings, thank you!”
Performance Foundations
Talk to a digital marketing expert
With over 16 years’ providing digital services, we know what needs to happen to rank your website on Google – we do it day in, day out, and thrive on seeing the results we achieve. Working with Smart Monkey, you will benefit from:
- better results online for your B2B, B2C or ecommerce website
- a mastermind of Google Accredited SEO & PPC professionals on your team
- direct contact with the talented team members working on your website
- an independent and agile digital marketing agency that treats your business as though it is our own
We don’t take on every client – we will only work with you if we are confident that we can generate results. Fill in our form or book a consultation to set up a call and we will analyse your website, market and competitors to provide our recommendations for the results we can achieve.
