Campaign Objectives
A focused digital strategy designed to stabilise the renovation enquiry pipeline by improving how homeowners move from initial research to enquiry, consultation, and confirmed project.
Industry:
Residential Renovation
Services:
Website Optimisation - SEO - Paid Campaigns - AI Search Optimization - AI Brand Perception Monitoring
Duration:
8 Months
Location:
United Kingdom
Key Results:
- 2.3% Visitor-to-Enquiry Rate - Increased from 1.10% by improving the enquiry journey.
- 61% Enquiry-to-Consultation Rate - Increased from 42%, bringing more serious enquiries into consultations.
- 44% Consultation-to-Project Rate - Improved from 34% to strengthen project progression.
- 2.1x Organic Enquiries - Increased organic enquiries while reducing dependency on paid traffic.
Project Overview
The project focused on creating a more consistent flow of renovation enquiries for a residential renovation company offering full home renovations, kitchen remodelling, bathroom upgrades, and structural modifications.
Although website traffic remained steady, enquiries were becoming inconsistent, with some weeks producing several consultation bookings while others generated leads that failed to progress. This made sales activity and project planning increasingly difficult.
By analysing homeowner behaviour, search intent, enquiry progression, and website performance, the strategy focused on removing friction and giving homeowners more clarity and confidence before they contacted the company.
Clearer Renovation Journey
Helped homeowners understand timelines, planning stages, construction phases, and their expected involvement.
Stronger Enquiry Flow
Simplified the enquiry process and improved CTAs, page speed, and form structure.
Higher-Intent Acquisition
Refined paid campaigns and developed renovation-focused organic content around the questions homeowners ask before starting a project.
The Challange
The company already had a strong reputation, extensive renovation experience, and steady website traffic. The problem was not generating visitors, it was getting enough of those visitors to progress from research into meaningful enquiries and consultations.
Key Challenges:
- Enquiry volumes fluctuated, making consultation schedules and project planning difficult.
- The weakest stage was enquiry to consultation, with many leads showing limited project intent.
- Visitors were spending more time researching renovation costs, timelines, disruption, and contractor reliability.
- The original form contained eight fields, while mobile bounce rate stood at 53%.
01
Clarified the Renovation Process
Added step-by-step timelines, project planning stages, construction explanations, and guidance on homeowner involvement to make the renovation journey easier to understand.
Solution
02
Simplified the Enquiry Journey
Reduced enquiry form fields from 8 to 3, introduced a multi-step structure, improved page speed from 4.3 to 2.0 seconds, and increased CTA visibility.
03
Refined Paid Campaigns
Reorganised campaigns around specific renovation intent, including kitchen remodelling, bathroom renovations, full home renovations, and local contractor searches.
04
Strengthened Organic Visibility
Built content around renovation costs, timelines, planning permission, and preparation while improving on-page optimisation to better match homeowner search behaviour.
05
Built Trust Before Enquiry
Introduced before-and-after galleries, detailed project case studies, client testimonials, and visual renovation timelines to help homeowners assess the company before making contact.
Our Approach
We followed a structured approach focused on understanding where homeowners were dropping out of the enquiry journey and removing the barriers that prevented them from progressing towards a consultation.
Research & Discovery
Analysed website behaviour, enquiry progression, search intent, form completion, and homeowner concerns to identify where potential projects were being lost.
Strategy & Execution
Clarified the renovation journey, simplified enquiry forms, refined paid campaigns, developed search-focused content, and introduced stronger trust signals.
Optimize & Grow
Continued analysing pipeline performance and improving each stage to create a more predictable flow from visitor → enquiry → consultation → confirmed project.