Aberdeen Energy and Innovation Parks run a wide range of office spaces in the Bridge of Don area of the city. With a brand new, attractive website in place, they wanted to increase their visibility online, with the aim of bringing in more enquiries.
We started working with them in February 2020, just before lockdown started, and so it has been a particularly difficult time for office space providers.
Despite the many challenges, the sales team have been consistently receiving enquiries from the website and converting them into vital new tenants.
The new website was receiving minimal traffic, no enquiries and had next to no rankings in Google. The highest position for any relevant keywords was the bottom of page 5.
We set a robust plan in place, adding and optimising specific service pages to attract attention to the whole of the property portfolio. We also optimised the rest of the website to boost the opportunities for it to be found.
The site now ranks on the first two pages of google for over 90 relevant keywords, and more importantly attracts relevant visitors.
We started to use paid advertising – Google Ads initially – to increase traffic to the new service pages that were created. In this way we could send visitors directly to a page that matched the specific type of space they were looking for, such as serviced offices, coworking space or a virtual office address. We ensured that all pages had enquiry forms to maximise the opportunity of converting visitors into leads. By monitoring conversions we were able to track the effectiveness of the ads and see that they were bringing in valuable enquires.
We later started running LinkedIn ads for specific office buildings, using the Red Evolution video filming and production capability to create the adverts.
For this project we worked as a team with the original web designers and AEIP’s PR agency, having regular meetings with or without the client to plan the next steps. In most cases the Red Evolution team write the content, the Glasgow based agency design and build new pages and the PR agency promote it. There is overlap but with regular, open communication, everyone in the team is clear about their roles.
A huge part of any SEO project is creating content, and to supplement the new pages that we have written we have also planned and written 40 blog posts on office related topics to help increase the website’s visibility, with great success.
Increase from 0 top twenty rankings to over 90
Total visits up from 2693 in year one to 7196 in year 2
Increase from 0 web enquiries to regular leads even in pandemic
Red Evolution had an an excellent working relationship with AEIP and the rest of the marketing team, which led to a fourfold increase in online visibility and more sales enquiries.
The transformation of our website has been incredible. It not only looks great but it also brings in regular high quality enquiries which have resulted in new lettings for the parks' office space. The whole team are easy to work with, and I know our marketing is in safe hands.
Estates Manager, AEIP
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