WPJ
Heating
A Story of Online Digital Growth
Brief
Use SEO to improve search rankings across the board, get customers to engage with the brand & make plumbing look sexy!
Problem
- The website was fairly blog-like, 1 dimensional, and no clear path through the various plumbing and heating resources available to arrive at the desired call to actions.
- The website content was not optimised for local SEO, and given WPJ only serve South West London this was an opportunity not yet being utilised.
- Some work was needed on the omnichannel strategic approach to multiple digital marketing touch points for customers to engage with including email marketing, reviews management, social media and in-home messaging.
Approach
- Updated the branding from a blog style website to a modern and engaging responsive design that incorporates warming lifestyle imagery.
- Restructured the website content to create clear user journeys for different sections of the website depending on customer needs for various plumbing and heating areas of their homes.
- On-page SEO and content strategy was improved to increase search rankings for many keywords based on the plumbing & heating service type and location in London.
- Created an email marketing strategy segmenting content tailored to customers who were on different journeys with WPJ. This could be post boiler install reviews, boiler service care plans, regular plumbing job reviews, general newsletter style tips for energy saving etc.
- Develop reviews strategy to build brand reputation across multiple platforms and improve number of inbound leads.
- In-home leaflet-style materials that packaged up the unique WPJ Difference into digestible information that turns a one-off job into a repeat customer that uses WPJ for years to come.
Results
Google search traffic up 49%
Traffic up 15% YOY with new site & 16% up in website engagement
Boiler jobs up 18% YOY last 3 yrs
35% conversion rate of boiler leads to installs for last 4 years
18% keywords on 1st 2 pages
217 keywords ranked on 1st 2 pages out of 1.2k. 95% growth in last 3 yrs
Testimonial
Sam and 3500 Digital have done an excellent job looking after all of our marketing for the last 5 years. We are a busy, ever evolving company and have needed someone to grasp exactly what we do, what we offer and how to get that message across.
Sam has done this. We try new strategies, he implements them thoroughly and gives proper real-time feedback on what effects and response they are having.
We work together under his guidance to work out which marketing channels are working at any given time for any given demographic.
Sam is adept at seeing possibilities and translating them in to results across lots of mediums - he’s done maildrops, PPC campaigns, ongoing SEO, review platforms, website development and content, website re-vamps, website pop-ups and quote tools, newsletters, Google organic growth, social media posts and more.
You name it we’ve asked him to do it over the years and he has always responded diligently and logically with his approach bringing all his wide-ranging experience in to play. Thank you!
