107% increase in conversion rate for leading supplier of heavy building materials, Hanson UK

Hanson UK are a leading supplier of heavy building materials for the construction industry, and wanted to increase their visibility to the SME market using local SEO.

Our combined work has resulted in significant keyword rankings and traffic increases whilst more than doubling goal conversions in six months.

hanson ready mixed iphones - Hanson UK

Objectives

Hanson UK were looking for an SEO agency partner to increase their digital presence within the product specific area of concrete supply, with a view to improving awareness of two-specific streams of business. This had to have a national presence but with a local focus, since customers would be looking for local suppliers to minimise distribution costs.

hanson ready mixed concrete product - Hanson UK

Strategy

Our strategy was simple. We found that Hanson UK were performing well for brand terms, but lacked visibility for longer-tail keywords that provide a lot of opportunity for exposure to their target market. In addition there was little to no rankings for their target product.

We set out to increase enquiries and demand for ready-mixed concrete from cash sales by increasing awareness and driving traffic to the relevant sections of the website. Secondly, we wanted to grow awareness of their focus product by targeting niche keywords and channels to gain impressions and clicks.

hanson 6m3 truckmixer - Hanson UK

Action

Our Traffic Acquisition team set to work focusing on core SEO tactics to achieve the client’s objectives. This included link reclamation to boost the number of linking root domains, and a local link building strategy that would form part of a longer-term play due to the scale of the work required. Lastly, we wanted to tidy up and improve the internal linking structure to create more flow to those pages indexed deeper within the website.

Our team identified keywords at the local level for each depot before adding this to a wider content strategy aiming to build relevance and dominance for each locality. As for rankings and search visibility performance, the results are impressive:

Google Rankings

We then set to work in partnership with Hanson UK’s internal team pooling together our resources for maximum results.

In addition to this, technical SEO work was carried out to give Hanson UK the best possible opportunity of receiving the desired rankings and visibility.

Results

Our partnership with Hanson UK has yielded some incredible results, including a #1 ranking for a major keyword with over 12,000 monthly searches, driving significant traffic to key landing pages. An example of traffic growth for one landing page can be seen below:

Keyword Rankings

In addition, we ran a series of test vs control experiments across key locations to validate improvements achieved. The test pages saw a 107% increase in conversion rate vs a 41% increase across the control pages. Both conversion rate values increased as part of the improvements we made to their goal tracking in Google Analytics, giving Hanson UK much more clarity over their data and marketing effectiveness.

Email clicks for quotations have increased by 83% across test pages vs just 13% across the control group. Furthermore, we saw a 171% increase in high intent goal completions (sales enquiries) across test pages, and location pages have seen a massive 43% more traffic, representing thousands of new sales opportunities.

  • 107% increase in conversion rate
  • 83% increase in clicks to enquiry
  • 43% more traffic to key landing pages

“Since working with Zest to increase traffic to our website and improve our conversion rate, we’ve seen strong progress towards our goals. Their team are proactive, skilled, and have our commercial interests at heart. This has been reflected in their work”.

Steve Morten, Marketing Manager for Hanson UK

  • 107% increase in conversion rate
  • 83% increase in clicks to enquiry
  • 43% more traffic to key landing pages

Model out your growth targets and set clearer objectives for your marketing

growth calculator iPad - Hanson UK