Campaign Objectives
A strategic SEO, paid marketing, conversion optimization, and content approach that helped an architectural planning brand improve lead quality, strengthen organic visibility, increase conversions, and build a more predictable enquiry channel.
Industry:
Architectural Design & Planning
Services:
SEO - Local SEO - Paid Campaigns - CRO - Content Marketing
Duration:
8 Months
Location:
United Kingdom
Key Results:
- +90% Revenue Growth - Increased revenue through stronger digital positioning and conversion performance.
- 1.8x Lead Conversion Rate - Improved the journey from website visitor to qualified enquiry.
- +149% Organic Traffic - Increased non-branded organic visibility through focused SEO and content.
Project Overview
The project focused on transforming FloorPlan Expert’s digital presence into a more consistent and effective enquiry-generation channel. The strategy combined SEO, paid campaigns, content optimization, and conversion improvements to better align the website with how homeowners researched architectural planning services.
By analysing search behaviour, user journeys, enquiry patterns, and conversion performance, we identified opportunities to strengthen positioning, improve reassurance, and create clearer paths toward enquiry.
These improvements helped generate more consistent, higher-quality enquiries while strengthening organic visibility and reducing reliance on paid acquisition.
Enquiry Growth
Improved the quality and purchase intent of incoming digital enquiries.
Digital Strategy
Aligned SEO, paid campaigns, content, and website messaging with changing homeowner search intent.
Predictable Growth
Strengthened organic authority and conversion performance to create a more stable acquisition channel.
The Challange
FloorPlan Expert had established expertise, strong service delivery, and a trusted reputation. However, while traffic and paid campaigns remained relatively stable, the quality and consistency of incoming enquiries began to change.
Homeowners were becoming more cautious and research-driven, looking beyond architectural drawings and seeking greater clarity around planning permission, compliance, revisions, and council submission.
Key Challenges:
- Increasing pricing pressure from competitors
- Search behaviour shifting toward specific planning and compliance queries
- Homeowners becoming more cautious due to rising build costs
- Enquiry submissions declining despite stable traffic
- Paid campaigns attracting traffic without sufficient intent filtering
01
Brand Positioning
Repositioned messaging from price-led architectural drawings toward approval-ready, planning-aware design solutions that emphasised clarity and confidence.
Solution
02
Conversion Optimization
Reduced enquiry form fields from 9 to 3, introduced a step-based form, improved CTA placement, added FAQs, and optimized page speed from 4.8s to 2.1s.
03
Paid Campaigns
Restructured campaigns around search intent, including kitchen extensions, garden design, planning submissions, and local searches, with dedicated landing pages for each search group.
04
Organic Authority
Expanded service pages, developed planning-focused content, strengthened internal linking, improved technical SEO, and built content around UK planning and council-related searches.
05
Lead Nurturing
Introduced automated consultation follow-ups, planning-process email sequences, enquiry reminders, behaviour-based emails, and booking confirmation communications.
Our Approach
We followed a structured, data-driven approach focused on understanding how homeowners searched, evaluated, and ultimately decided to enquire about architectural planning services.
Rather than simply increasing traffic, the strategy focused on improving search intent, positioning, reassurance, conversion flow, and lead quality throughout the customer journey.
Research & Discovery
Analysed user behaviour, search intent, enquiry performance, competitor positioning, project value, and messaging to identify where potential clients were experiencing hesitation.
Strategy & Execution
Reworked brand positioning, conversion flows, paid campaigns, organic content structures, technical SEO, and lead-nurturing systems around homeowner intent.
Optimize & Grow
Continuously refined website performance, search visibility, paid acquisition, enquiry journeys, and follow-up communication to improve lead consistency and overall digital performance.