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The Importance of a Call-To-Action and 4 Tips To Increase Your Business o2 https://www.zestdigital.com/insights/insights/google-adwords-for-small-businesses monthly 0.5 2021-12-07 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1633962108204-MJ0UKQB96OZGOMEMEHMS/adwords.jpg Insights - Google AdWords for Small Businesses Adwords https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1633962108550-VNYMCMU9688167B2JXZ8/adwords3.jpg Insights - Google AdWords for Small Businesses Adwords https://www.zestdigital.com/insights/category/PPC monthly 0.5 https://www.zestdigital.com/insights/category/Company monthly 0.5 https://www.zestdigital.com/insights/category/Landing+Pages monthly 0.5 https://www.zestdigital.com/insights/category/CRO+%26+Analytics monthly 0.5 https://www.zestdigital.com/insights/category/Strategy+%26+Planning monthly 0.5 https://www.zestdigital.com/insights/category/SEO monthly 0.5 https://www.zestdigital.com/growth-engine daily 0.75 2023-04-05 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/bac01a5f-295b-471e-9073-c5c368f4d31a/optimisation%402x.png Growth Engine - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/13952ed8-c4a1-4473-8271-7c518351da58/ge-growth-team.jpg Growth Engine - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/6a55d6f0-17ab-44fc-8b9f-4dcffe20569d/cro%402x.png Growth Engine - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.zestdigital.com/contact daily 0.75 2025-10-04 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/c21c2df4-501d-4480-ace8-d9ea4b83da05/hand-wave%404x.png Contact - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.zestdigital.com/about daily 0.75 2024-09-09 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1636037657552-ILKLX34DM6ZJJYWWQNJ8/team-alexm.png About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1636038447987-YGSXK95W3VWZO7Y388E1/about-philanthropy.jpg About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1636038465737-E0481YGSWS5S8DNCUT21/about-people.jpg About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1636038889045-UCBNB01GDCG2WIBWW7M8/about-planet.jpg About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1636361973963-SD4XN2VBEAAKO5AKYB3I/team-ollieh.png About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1637147374642-TD46T26D9VXJCJUGX6AN/team-louisl.png About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1637689499252-Z2QYOX3XLHFFIAR1KYX1/team-leeb.png About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638177634342-UW7I2G0X104K8POB0OV0/team-hansd.png About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638203756919-S1USSN70KTWPRHAYAGGT/team-iaing.png About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1650366153006-HTTKNF54K7HTRU243JN4/29D0E339-8A4C-44D2-B5D7-D5E878E1C17D+%281%29.png About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/502fa895-4b1a-445c-91bf-4eb2550275ee/veronica-ruiz.png About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/120e508b-38a9-45ba-a85a-04a1cd5c069f/IMG_0711_500x500.png About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/95532d30-f046-44a6-b67a-389ba2e2cde3/IMG_0723.PNG About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/17ec8d04-c486-48f8-8f95-f533bed54c70/team-lauren.PNG About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/81676ad2-c49a-457a-b626-3184de0c1c7f/team-ellise.PNG About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/e7e91619-1544-41ee-b1c9-497e142cb3e8/gracie-edited.png About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/c60ba506-0406-41be-bbfb-9cbd887dc607/Team-johnmartin.png About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/d03ac142-875c-4be5-a841-13ee0a19b9c4/Team-danielmartin.png About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/3fdfef03-9c4b-4623-9b74-5894615ef381/team-anxhela.png About https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1632328725117-6AWJGMZKY5BY3MYWBPH4/icon-zest-for-life%404x.png About - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.zestdigital.com/good-web-guide daily 0.75 2023-05-11 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289543961-WML9VZ2F4K5THNXEQHN8/team-rachelb.png Good Web Guide https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289406516-WBRK3BNMC01OHL3JQZ2V/team-ollieh.png Good Web Guide https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/502fa895-4b1a-445c-91bf-4eb2550275ee/veronica-ruiz.png Good Web Guide https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1634826216875-NAK75F9TZAQFB16B93K0/gwg-222-newusers.gif Good Web Guide - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1634826232563-UF1J9Q3J0716QESHWNOQ/gwg-214-traffic.gif Good Web Guide - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1634826245272-5U9Z8P10WG320Q3SDJTK/gwg-50-pagedecrease.gif Good Web Guide - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/e4716ca3-494e-417d-8d56-cf761ba12830/1244715_New+site+imagery_GWG_Objective_800x534_030922.png Good Web Guide - Objectives The Good Web Guide celebrates the best of the internet, lovingly curating the sites, apps, and people worth following. Unfortunately, their own website began to suffer due to technical issues, which caused significant harm to keyword rankings and, by extension, their organic web traffic. When we first started working together in September 2018, we had to get to the root of the problem fast. An in-depth analysis of the website revealed an SEO technical health score of 43% (meaning 57% of the site’s 10,000+ pages were experiencing critical issues), and so we had our objective: fix the errors, restore SEO health, and drive quality traffic back to the site. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/8fecdec7-74c4-4279-96db-d8664158a6fa/1244715_New+site+imagery_GWG_Strategy_800x534_030922.png Good Web Guide - Strategy Search engine algorithms are complex and ever-changing, but many things continue to hold true. Namely, the fact that search engines favour (and reward) sites that are technically sound and provide a high-quality user experience. These sites tend to rank high. On the flip-side, a website with broken links, broken pages (404 errors), slow load times, duplicate content, and more, will often be punished with lower search rankings. And with a technical SEO health score of 43%, this meant the Good Web Guide was being dragged down by over half of its own pages. Our strategy, therefore, was two-pronged. First, we’d identify and fix the issues highlighted by our technical audit, and second, we’d undertake a full-scale content audit to ensure only the highest quality content was being published going forward. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/253426b8-65b7-424f-a2b0-77fc80400f07/Website+Reviews+-+Intelligent+%26+Inspired+-+The+Good+Web+Guide.+%286%29.png Good Web Guide - Action If the Good Web Guide was a ship, then it was taking on water. Its rankings were sinking while its traffic (ironically) was drying up. So, we set about patching up the biggest holes first, prioritising the errors and issues with the most significant impact on SEO performance. This included lots of 404 errors, internal and external broken links, missing H1 tags, duplicate and/or missing meta, unoptimised imagery, redirect loops, and pages with low word counts. Once we had the site back on an even keel, we provided the brilliant content writers at the Good Web Guide with some core SEO training to help them boost future organic performance. And speaking of content, we followed up our crucial technical fixes with a detailed content audit, reviewing traffic, engagement, and rankings of the key pages across the site. This left us with a few important decisions. Do we keep, repurpose, or delete certain pieces of content? In a ruthless pursuit of perfection, we removed over half the site’s content, replacing it with rich, heavily-researched, long-tail, keyword-focused content. Or, in other words, we chose quality over quantity — and the results were phenomenal. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/11589ed0-b019-4648-a76a-a3b45b9fe5d0/1244715_New+site+imagery_GWG_Graphs_800x534_032522.jpg Good Web Guide - Results Following our optimisations, we saw the site’s technical SEO health score grow from 43% to 86%. For such a large content-heavy site, this progress is nothing short of remarkable. Meanwhile, we’re seeing year-on-year increases in organic traffic growth every month. A standout statistic is a whopping 214% increase in organic traffic, even accounting for the pandemic-related dip in demand around May and June 2020. That’s double the organic traffic, after having reduced the number of published pages and posts by over 50%. https://www.zestdigital.com/results daily 0.75 2023-06-09 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1635168362722-4QJH8L7OOFHB815BV6J6/results-hanson.gif Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1635168381306-VZ0YTZ1FG6ROAN8C6HUL/results-maxipos.gif Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1635168393984-HD3ZLG0DMNP9KQ9I9H1Z/results-polytheneuk.gif Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1635168745740-TOFL1SNLMFP3IW7EFFJ5/results-improve.gif Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1635168764701-21CM3R1UBRPL0127S6OR/results-nationaltrust.gif Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1635173991594-700PKAX4NCIDM07DISWD/results-cp.gif Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1635174102376-43RBNL3N2IQP5R2IUKSA/results-gwg.gif Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1635174166754-OPZGA7M1HRLO9G4C5LEL/results-gbchefs.gif Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1648115907056-NDPTUZ7ZPDE1XE48Q7B7/1331499_Results+page+images_F%26SS_1000x600_032322.png Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1648117638427-64887G7IIGLNE0R6MRU7/1331499_Results+page+images_TP+Knotweed_1000x600_032322.png Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1648117868693-3NVF98TD8C50CWJ99KYZ/1331499_Results+page+images_Lathams_1000x600_032322.png Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1648120975748-YGWUEIN5XO4CYJ6ZN4CR/1331499_Results+page+images_St+Clares_1000x600_032322.png Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1648128444021-HR9RHHY62TNLOJQSTB9G/1331499_Results+page+images_Feldon+Valley_1000x600_032322.png Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1663231193062-BNVN149PRH1RW9AVQR76/firarymeadow_results.png Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1636034538883-8IWC43BCBC4VE307T0FK/results-adlens.gif Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1648211577811-EGOLQXUIIMO2SIMQK7JM/1331499_Results+page+images_Polythene+UK+2b_1000x600_032422.jpg Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1648126757314-WUVUF30Z0JCBQ99Z6D6A/1331499_Results+page+images_TP+Knotweed+2_1000x600_032322.png Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1648137041044-UNQFCGK2MWBYFAXJKJ7G/1331499_Results+page+images_Funeral+Partners_1000x600_032322.png Results https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/bf93fab4-e083-407b-9e29-bcda73cfbe04/1244715_New+site+imagery_Pie_Graphs_70+green_800x534_032522.jpg Results - “Zest have been a instrumental partner in our growth, producing a 14x return on our investment.” Nick Attfield, Marketing Manager at Latham’s Steel Security Doorsets https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/00eb6807-6ee6-414b-a201-360b508f076c/1244715_New+site+imagery_NATIONAL+TRUST_Graphs_V1_800x534.jpg Results - "Zest took our brand visibility to new level, focusing on a targeted local audience that continues to support the venue." Kim Hallett, Head of Marketing & Communications at National Trust https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/d796c27e-7a03-4a97-b1ef-54339660a1df/1244715_New+site+imagery_Hanson_Graphs_Blue_800x534_012122.jpg Results - “Zest are proactive, skilled, and have our commercial interests at heart. This has been reflected in their work.” Steve Morten, Marketing Manager at Hanson (UK) https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/a4b6571c-416b-47c6-9d35-26f7d9f7ab1c/1244715_New+site+imagery_F%26SS_Graphs_800x534.jpg Results - “We’ve enjoyed our partnership and have been very impressed with the influx of leads. The team understands our needs and have tailored strategies to support our growth.” Ed Stallard, Managing Director at Fire & Security Store https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/e9b85fbc-d533-4626-8205-19ed635f7c16/1244715_New+site+imagery_PUK_Graphs_Green_800x534.jpg Results - “After 11 years together, we know we can trust Zest to spot those creative, game-changing opportunities and execute on their ideas.” James Woollard, Managing Director at Polythene UK https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/4f2f0813-def6-4b1f-8445-76881e26c745/tpk-project-timeline-v2.png Results - “Since day one, Zest has consistently pushed our marketing to the next level. We’re delighted with the results — we can’t wait to see what they do next!” Tom Payne, Managing Director at TP Knotweed Solutions https://www.zestdigital.com/growth-curve daily 0.75 2022-04-20 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/d0b3dcd3-8a12-44af-814c-1f851e244300/icon-success%402x.png Growth Curve - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/52373493-ad63-4b22-964f-796c91bebea7/gc-support.jpg Growth Curve - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/52373493-ad63-4b22-964f-796c91bebea7/gc-support.jpg Growth Curve - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/92ac04ff-5710-448f-aed1-e2f4b64ed7bf/gc-approval.png Growth Curve - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/38a238a3-86ec-473c-9474-931b8734217f/money-green%402x.png Growth Curve - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.zestdigital.com/growth-mapper daily 0.75 2022-10-11 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/ab742df3-2cdb-4ccd-94fd-36fc9a03c7f2/brain%402x.png Growth Mapper - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/d0f89e02-773e-41e0-8ac8-96cd2f744f60/gm-roadmap.png Growth Mapper - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/d0f89e02-773e-41e0-8ac8-96cd2f744f60/gm-roadmap.png Growth Mapper - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/ef1d2ec2-8fb8-4da1-95fd-d9d99b2fb5a9/gm-skills.jpg Growth Mapper - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/c22b353b-4167-40e5-a38d-44dd4c2a9fce/people%402x.png Growth Mapper https://www.zestdigital.com/growth-tracker daily 0.75 2022-04-22 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/3c4b5ad1-a6b6-4e7d-927d-62783968f705/GE-all-inclusive.png Growth Tracker https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/ea48a4a9-57fe-4137-9a99-107407dc6f65/gc-on-demand.png Growth Tracker https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/0ee64a62-ffcf-40ef-b296-4e28062955ed/gm-learning.png Growth Tracker https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/68446ce9-65c5-406a-9037-b186b7f6bc8e/analytics%402x.png Growth Tracker - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/785ba9aa-1f11-48ff-b0e0-d63348ddb934/gt-journal.jpg Growth Tracker - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/785ba9aa-1f11-48ff-b0e0-d63348ddb934/gt-journal.jpg Growth Tracker - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/86680161-34a9-4241-8e34-bf611e5dd603/gt-dashboard.jpg Growth Tracker - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/6a55d6f0-17ab-44fc-8b9f-4dcffe20569d/cro%402x.png Growth Tracker - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.zestdigital.com/hanson-uk daily 0.75 2023-12-12 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289543961-WML9VZ2F4K5THNXEQHN8/team-rachelb.png Hanson (UK) https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289406516-WBRK3BNMC01OHL3JQZ2V/team-ollieh.png Hanson (UK) https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/fe6fb509-e189-4d2b-95b6-e5fa600e0ed1/29D0E339-8A4C-44D2-B5D7-D5E878E1C17D%2B%281%29.png Hanson (UK) https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1634826401783-K4ZLVBMFPHWDB3NTQQ9B/hanson-83-clickstoenquiry.gif Hanson (UK) - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1634826418716-E57THMMWPIZC5RHVYZ1Z/hanson-772-profit.gif Hanson (UK) - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1634826431532-UOBEEXLI8XW131VVRKG7/hanson-1-awardnomination.gif Hanson (UK) - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/61ac31ed-3398-4eee-ad8e-23862ee1a6f7/1244715_New+site+imagery_Hanson_Objective_800x534_031622.png Hanson (UK) - Objectives Hanson (UK), part of Heidelberg Materials 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. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/68275e02-dc42-45b0-8745-83c8c0cf15ad/1244715_New+site+imagery_Hanson_Strategy_800x534_031622.png 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. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/3e16cce8-8c0b-4811-a66f-ed729789ac99/hanson-ready-mixed-iphones.jpg Hanson (UK) - Action Our growth 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. 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. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/d796c27e-7a03-4a97-b1ef-54339660a1df/1244715_New+site+imagery_Hanson_Graphs_Blue_800x534_012122.jpg Hanson (UK) - 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. 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. Our efforts were acknowledged as a Finalist at the UK Digital Growth Awards 2019, for ‘Best SEO Campaign’. https://www.zestdigital.com/improve-international daily 0.75 2023-05-11 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638290308551-28KDULQ879QPBKZZ4HJV/team-alexc.png Improve International https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1637319037438-L46TN4FE4MJL8H9MC9DZ/team-ivanat.png Improve International https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289406516-WBRK3BNMC01OHL3JQZ2V/team-ollieh.png Improve International https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1634825648065-BVXTRZRYYRK7E1GSY0WV/ii-72-cpa.gif Improve International - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1634826540099-EPKE0JNKO01SQXLIS0OG/ii-1-newproductlaunch.gif Improve International - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/4f14eee1-a008-415d-aeac-c052549338ae/1244715_New+site+imagery_II_Objective_800x534_031622.png Improve International - Objectives Improve International provides recognised training for veterinary professionals, helping them sharpen the skills and knowledge they need in practice. Pre-pandemic, these courses were offered on a face-to-face basis. During the pandemic, however, they had to pivot to a distance learning model to keep the business viable — and this meant using targeted advertising to raise awareness of the new online courses. Usually, Improve International ran their marketing campaigns internally. However, owing to the gravity of the situation, they decided to work with an agency. So, we had our objective: promote three remote courses over three months, testing copy, creative, landing pages, and channels to bring the cost per acquisition (CPA) down to profitable levels. Challenge accepted. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/3f0a7b99-e6bd-4eba-b1a3-00251be01135/1244715_New+site+imagery_II_Strategy_800x534_031622.png Improve International - Strategy Because these courses require significant investment (upwards of £12,000), it was vital that we quickly established trust and credibility with our ads across Google Ads and Facebook. Therefore, our strategy comprised several split tests to find the right message for Improve International’s audience. We created a bank of headlines and descriptions to understand what delivered the best clickthrough rates (CTR). We also created a bank of imagery to test ads across Google’s Display Network and Facebook. At the same time, we set about targeting these ads to a very select group of people. Improve International’s courses are only for vets who’ve been practising for over a year. You can’t target for that, so we had to get creative. Starting with a broader audience, we refined by age, gender, interests and more, overlaying multiple targeting options until we found vets with the right mix of credentials and interest. This allowed us to uncover the most engaged audience for the campaign, both in terms of CTR and conversions. Speaking of which… https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/782fc6cb-96bd-4dff-92e1-e67e01db26ab/Improve+International+-+Veterinary+CPD+Courses%2C+Postgraduate+Certificates+%285%29.png Improve International - Action Building the audience and developing the message was only part of the puzzle. Importantly, we had to get these eager-to-learn-from-afar vets into Improve International’s sales funnel — and so our attention turned to their landing pages. Previously, users were taken to a top-level overview of the courses. From there, they could navigate to a more detailed page about a specific course. However, we pointed out that this extra step could disengage ad visitors. If they clicked on an ad about Feline Practice, that’s what we had to give them. We began heat mapping the individual landing pages to understand how visitors were engaging with the content. This led to multiple changes to the structure and design of the pages. For example, we discovered that the key features of the course were getting plenty of attention, but they were hidden away below the fold. We brought these higher up the page to make them more prominent. We also made a simple yet effective tweak, swapping the colour of the Book Now and Register Interest buttons. Asking someone to part with thousands of pounds on their first visit is a hard sell at the best of times, and so we wanted to draw the user’s eye to the Register button first. Finally, if there’s one thing you should know about Zest, it’s that we never rest on our laurels. While we were tasked with managing paid ads (and things were ticking along nicely), we knew through experience there could be game-changing insights hidden across other channels. By monitoring Improve International’s analytics, we made a fundamental discovery: organic traffic was converting via Bing. And if it was converting organically, chances are traffic from Bing Ads would convert, too. (Spoiler alert: it did.) Our testing had shown that an older, higher-income audience offered the best chance of results, and Bing’s audience fit the bill. So, we added targeted Bing Ads to our mix and quickly achieved a much lower cost-per-click (CPC) than Google Ads. And although Bing has a significantly smaller audience than Google, it more than played its part in the campaign’s overall success. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/2fbf46d7-f088-485c-b4c1-126daad5a95d/1244715_New+site+imagery_case+study_Graphs_Blue_800x534_032522.jpg Improve International - Results At the start of the campaign, Improve International set a CPA target based on profitability. Month One: We were 66.8% over our CPA target. Undeterred, we knew we’d learned plenty to take into the next month. Month Two: By refining the message and tweaking the landing page designs, we delivered 19.6% under the CPA target. Month Three: Yet more improvements, including the introduction of Bing, meant we ended the campaign a healthy 52.4% under the CPA target. Overall, we delivered a 71.5% reduction in CPA from the first to the third (and final) month. This short-term campaign allowed Improve International to bring a new and successful advertising framework back in-house — and meant they didn’t have to push pause (or should that be paws?) on their business during the pandemic. https://www.zestdigital.com/maxipos daily 0.75 2023-05-11 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289543961-WML9VZ2F4K5THNXEQHN8/team-rachelb.png Maxipos https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/0cbfb089-fd53-4bf4-b813-576ffff5eb91/29D0E339-8A4C-44D2-B5D7-D5E878E1C17D%2B%281%29.png Maxipos https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289406516-WBRK3BNMC01OHL3JQZ2V/team-ollieh.png Maxipos https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1634825894653-HVICQA71F6G16QWPLPR0/maxi-84-newusers.gif Maxipos - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1634825906382-GXNWXE92OYC2EC49YY75/maxi-139-organictraffic.gif Maxipos - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1634825960224-UF7T14MW1E05CZINYDKH/maxi-122-newenquiries.gif Maxipos - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/0f544986-4342-4391-9ad7-f4ae8495cff9/1244715_New+site+imagery_Maxipos_Objective_800x534_031622.png Maxipos - Objectives Maxipos is a leading UK-based luxury packaging company which specialises in bespoke packaging and products for brands like Ocado, Arbonne, and L’Oreal. They’ve been delivering innovative and eco-friendly boxes, bags, gifts and merchandise since 2001. However, a strong and enduring reputation in this industry simply wasn’t translating into successful organic search performance. And so, in February 2019, they came to Zest with the goal of improving the rankings for keywords related to “luxury packaging”. Despite a promising start, results eventually plateaued. The Maxipos site didn’t have the authority needed to hit the top spots versus major competition. This led us to pivot our strategy towards focusing on smaller, niche search terms related to their most popular product lines. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/6b90ff98-43e4-4685-bc7d-b6be0470a4dc/1244715_New+site+imagery_Maxipos_Strategy_800x534_031622.png Maxipos - Strategy When devising an SEO strategy, it can be tempting to pursue so-called “vanity” keywords — but these keywords are often less valuable than they seem. While they produce high search volumes and are extremely competitive, vanity keywords are also broad, vague, and descriptive — and they typically don’t deliver a high proportion of qualified traffic and conversions. Instead, our strategy focused on finding and ranking for highly-relevant niche keywords with modest monthly search volume — specifically, 71.5% lower search volume than the luxury packaging-related keywords. Although going after lower volume might sound counterintuitive, when combined together, these keywords deliver better-qualified and more valuable traffic to the Maxipos site. And to achieve growth, we took aim at all three pillars of SEO: technical, on-page, and off-page. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1c94fe30-7b96-4824-a80c-ad0ac16ce768/Luxury+Packaging+Company+%26+Branded+Merchandise+Agency+-+Maxipos+%286%29.png Maxipos - Action Before we got our mitts on it, the Maxipos site looked stunning, but it was missing the foundations upon which any powerful SEO strategy is built. So, we set about improving the website from a technical standpoint. The main issue was speed. Big (beautiful) images were weighing the site down, slowing PageSpeed (a ranking signal) to a crawl. We had to optimise these images and improve loading times as part of our three-pronged approach. The next prong was focused on the user experience. Again, only partial consideration had been given to on-page SEO or structure during the website build, which meant we had to get busy rebuilding the “luxury packaging” area of the site. Our redesign allowed for more keyword-rich content to complement Maxipos’s stunning array of imagery. We further supported on-page SEO by improving the internal linking structure. We did this by linking to relevant case studies from the product pages in order to send Google signals that we wanted to rank for certain keywords. Finally, we turned our attention to off-page SEO, with a focus on earning product-specific links. The strategy has subsequently expanded to include guest posting as we continue to build Maxipos’s authority. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/f823d6f6-4ae5-4ac4-9ef1-9661a70cd97c/1244715_New+site+imagery_MAXIPOS_Graphs_Green_800x534_032422.jpg Maxipos - Results From day one, we saw solid, steady growth as we sought to improve performance for luxury packaging-related keywords. But it’s only when we switched focus to specific, niche terms that things really started motoring. By targeting keywords related to “eCommerce packaging” and “rigid boxes”, users increased 80.6% year-on-year, new users increased 84.1%, and bounce rate decreased 24%. So we didn’t just grow traffic, we grew new traffic, too — and kept more visitors engaged with the site for longer. All of this culminated in a 139% increase in organic traffic and a 122.2% increase in form completions (Maxipos’s highest-quality conversion type). https://www.zestdigital.com/polythene-uk daily 0.75 2023-05-31 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638290308551-28KDULQ879QPBKZZ4HJV/team-alexc.png Polythene UK https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289406516-WBRK3BNMC01OHL3JQZ2V/team-ollieh.png Polythene UK https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289543961-WML9VZ2F4K5THNXEQHN8/team-rachelb.png Polythene UK https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/303416e3-09b7-469b-9d55-d11bd7f95b6a/1317120_ResultsIcons_1+PUK+%28original%29_031722.jpg Polythene UK - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/ea4c4f59-3ea0-4972-b807-eed6cfdcf8e8/1317120_ResultsIcons_2+PUK+%28original%29_031722.jpg Polythene UK - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/670623ec-2079-4e78-9b96-27e7253d553b/1317120_ResultsIcons_3+PUK+%28original%29_031722.jpg Polythene UK - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/387dfbcc-b32b-40e5-9c18-b2bda550afdf/1244715_New+site+imagery_Polythene+UK_Objective_800x534_031622.png Polythene UK - Objectives Polythene UK is a leading supplier of polythene products to some of the UK’s best known brands. The multi-award winning firm are changing the perception of their industry by driving investment into greener packaging solutions. As Polythene UK’s preferred agency partner, together we’ve transformed their digital presence over the years turning them into a online market leader. Through SEO and PPC campaigns, we are proud to be Polythene UK’s most effective sales channel based on revenues generated. Objective: To maximise visibility across search and to generate a 5-10x return on investment from online channels. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/029699aa-2f8e-4acd-9a10-7ebdcfa44610/1244715_New+site+imagery_Polythene+UK_Strategy_800x534_031822.png Polythene UK - Strategy A structured search marketing campaign to create long-term repeatable value through SEO, blended with short-term viability tests using paid channels. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/03d9088a-6bd4-4b2e-8e85-d68029d6a01f/Polythene%2C+Plastics+%26+Packaging+Supplier+-+Polythene+UK+%282%29.png Polythene UK - Action Through two iterations of the website, we have continued to improve conversion rate % to lead using data to inform our actions. Following our proven method of setting out clear objective-based tests, and following them through to prove or disprove a theory, Polythene UK have benefited significantly from our marginal gains approach. https://www.zestdigital.com/adlens daily 0.75 2022-04-13 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638457237243-NEIIVSTE8V5LAKFENEU9/team-anonm.png Adlens https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638457306913-6GJ38KGGSOK7Y2UO2OSR/team-anonm.png Adlens https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638463607030-76SRA7EGR3J2ZTFBUVT9/team-anonm.png Adlens https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1635165988954-4SIERS7OCN2XPP4SNSAH/adlens-474-leads.gif Adlens - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1635166003765-OIP9IQ4CDXVOV8Q5QS1L/adlens-455-social.gif Adlens - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1635166018561-MQIH1NHBQPU0V410QXEK/adlens-79-cpa.gif Adlens - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/bd36a6d5-12d2-4577-bc7b-7634190b943b/1244715_New+site+imagery_Adlens_Objective_800x534_030922.png Adlens - Objectives Adlens commissioned Zest to prove that online channels were a viable source of leads for a new product range. This was to support a direct-to-consumer model that broke away from their traditional routes to market through third-party vendors that reduce margin. We were asked to create and execute a strategy to generate leads through online channels to prove that it was a viable channel for future marketing. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/f29d1c08-c33d-46d4-a590-e95673985b42/1244715_New+site+imagery_Adlens_Strategy_800x534_030922.png Adlens - Strategy We identified PPC as the best route to market, and deployed five landing pages to direct users too, each focused on driving data capture. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/6a908ef1-a28e-4a76-b113-20840b3a112b/adlens-facebook-ad-desktop.jpg Adlens - Action Our team tracked landing page performance to identify key drivers such as specific illnesses (diabetes, presbyopia) and general activity-based uses such as using computers as part of a day job. This gave crystal clear and attributable data to the client who could adjust their messaging and targeting appropriately. Our detailed tracking revealed insights about the client’s audience, debunking previously held beliefs that the product was exclusively for 45+ age group. We found the best converting segment to be 45-54 but a younger demographic were enquiring on behalf of parents/grandparents due to our use of social media. By monitoring activity by device closely, we were able to make tweaks to the campaign such as adding subtitles to a video so that the message was not lost on mobile users. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/93bac0e1-db5d-429b-920f-c646335112ad/1244715_New+site+imagery_ALDENS_Graphs_V1_800x534_011922.jpg Adlens - Results The results far exceeded our client’s expectations. For a new product with absolutely no historical data to go on, we successfully generated 474 conversions within the short test period. In addition, we grew social following by 455%. The test confirmed the viability of a direct-to-consumer business model and they are now investing heavily into a new website, using the learnings from this test to guide them. https://www.zestdigital.com/national-trust daily 0.75 2023-05-11 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289406516-WBRK3BNMC01OHL3JQZ2V/team-ollieh.png National Trust https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/502fa895-4b1a-445c-91bf-4eb2550275ee/veronica-ruiz.png National Trust https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638290308551-28KDULQ879QPBKZZ4HJV/team-alexc.png National Trust https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1635171069992-217ESXQM3YKT1MYYK28F/nt-133-socialgrowth.gif National Trust - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1635171097378-MKWTYMN7L27557Z2T6RE/nt-24-visits.gif National Trust - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1635171124474-7TTBSSZI6RZ84NIZAS2C/nt-145-tickets.gif National Trust - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/8063dbc3-cd9e-48f1-baea-ac6e3fc50a5f/1244715_New+site+imagery_National+Trust_Objective_800x534_031622.png National Trust - Objectives Waddesdon Manor, a historic National Trust property with beautiful surrounding grounds, attracting over 350,000 visitors per year. Christmas activities have become intensely competitive due to high profile events and venues in London, as well as other well-known historic properties promoting their own seasonal activities and Christmas Markets locally. Our objectives were to: Promote Christmas along with other seasonal family activities to drive 100,000 ticket sales Differentiate Waddesdon’s offering against competitors to stand out Target new visitors through engaging digital campaigns https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/b775df86-144e-4710-a02a-4c9caaadc85a/1244715_New+site+imagery_National+Trust_Strategy_800x534_030922.png National Trust - Strategy Key interests and demographics of Waddesdon's target audience was the key driver of our campaigns. Since time was limited for this campaign, we had to act quickly and look for quick (and significant) wins that we could deploy rapidly. What our team discovered was a unique opportunity to re-engage local visitors, by tapping into their biggest needs and overcoming their challenges when it comes to choosing a venue. Here were two key discoveries: Many visitors were attending in multi-generational groups (children, parents, grandparents). Typically it would fall on parents to organise, who were also the most time poor. Therefore convenience and speed were key. Events were a choice ‘first date’ venue for a surprising % of visitors, yet almost all targeting was being aimed at families. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/a7579f04-1c02-4f8a-ba29-22e11f62800d/waddeston-manor-facebook-ads.jpg National Trust - Action Our team launched new campaigns via social channels, tapping into our new discoveries, and refining the message to attract new interest. One of our parameters for these experiments was to give our client a local advantage. We would become the easy option for our target market; local, easy to book, and promoting easy access for all ages. In addition, knowing that convenience was a key concern, we tested some ‘things to do’ guides. This made it easy to understand and to book a ticket, knowing that the whole group would be well catered for. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/00eb6807-6ee6-414b-a201-360b508f076c/1244715_New+site+imagery_NATIONAL+TRUST_Graphs_V1_800x534.jpg National Trust - Results The results were significant. We achieved +145% of the ticket target and our client had to pause their campaign twice in order to fulfil the volume of incoming sales. As part of that effort, our team increased social following by +133% and delivered a 24x increase in traffic from social channels. Most importantly, this growth was a local audience who continue to support the venue. In fact, for the feast festival the following summer, our client’s Cost Per Acquisition (CPA) dropped by over 50%, since we were re-selling to a now engaged audience. And so the results were long lasting far beyond this 90-day campaign. https://www.zestdigital.com/terms daily 0.75 2021-11-25 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/71bd0ad0-d837-4a1a-a611-c2492047194f/742414_ZestBlogPostFeatureeImageSet_Analytics_Blue_060920.jpg Terms - Digital Terms for use of our digital services. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/2a068b03-7cda-41b8-bc80-e8b5f5714513/742414_ZestBlogPostFeatureeImageSet_GoalTracking_Pink_060920.jpg Terms - Projects Terms for standalone project work. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/34612a94-6c11-488a-b4b6-19e0a05bf8e0/742414_ZestBlogPostFeatureeImageSet_ThumbsUp_Green_060920.jpg Terms - Website usage Terms for use of our website. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/a700e361-f198-492e-ba20-91a7fbeb4caf/742414_ZestBlogPostFeatureeImageSet_Code_Pink_060920.jpg Terms - Web development Terms for use of our web development services. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/d86a9f80-3bc9-49bd-aa19-e591af2db942/featured-hosting-green.jpg Terms - Hosting Terms for use of our hosting services. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/b9ee9401-3d3d-4911-a077-929add8ea145/742414_ZestBlogPostFeatureeImageSet_Branding_Blue_060920.jpg Terms - Privacy policy Information relating to privacy. https://www.zestdigital.com/enquiry-book-appointment daily 0.75 2026-02-06 https://www.zestdigital.com/tp-knotweed daily 0.75 2023-05-11 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289245474-40OKC9JFG5R8VBPMHZ2A/team-louisl.png TP Knotweed Solutions https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638290308551-28KDULQ879QPBKZZ4HJV/team-alexc.png TP Knotweed Solutions https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289406516-WBRK3BNMC01OHL3JQZ2V/team-ollieh.png TP Knotweed Solutions https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/8573e354-4514-427d-92a7-c360b110e8af/1317120_ResultsIcons_1+TPK_031722.jpg TP Knotweed Solutions - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/31f8c825-7e49-4c00-88b9-6737e253b3cc/1317120_ResultsIcons_2+TPK_031722.jpg TP Knotweed Solutions - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/4027e4ba-ea63-462c-998e-55a24c8d3452/1317120_ResultsIcons_3+TPK_031722.jpg TP Knotweed Solutions - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/9f2be05e-2af0-468e-a2ce-66340fd24032/1244715_New+site+imagery_TPK_Objective_800x534_030922.png TP Knotweed Solutions - Objectives TP Knotweed specialises in the safe and rapid treatment & removal of the nightmarish Japanese Knotweed. Over 850,000 UK homes are affected by this invasive plant species — a non-native weed that can damage and destroy the foundations of properties. The sheer presence of this plant can cause building works or house sales to grind to a halt (you can’t sell without first having it removed or at least having a treatment plan in place). Zest has worked with TP Knotweed for the past seven years, establishing the company as one of the largest and most reputable Knotweed removal specialists in the UK via our Growth Engine solution. This “done for your” approach to growth marketing means we drive traffic generation and lead conversion on our client’s behalf to help meet and exceed revenue goals. However, the Knotweed removal industry is notoriously competitive; only so many people search for these specific services every year. Generating more traffic when there’s a glass ceiling to search volume is impossible. Therefore, our objective was to take more of the existing market share. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/0e72deb5-ceb7-44d0-8446-d05d9bf5ae07/1244715_New+site+imagery_TPK_Strategy_800x534_030922.png TP Knotweed Solutions - Strategy TP Knotweed’s Ads account has been set up following a strict AIDA format (Attention, Interest, Desire, and Action). We used search ads to target Knotweed-related keywords, display ads to grab attention and generate interest, and remarketing to reinforce desire and encourage action. This three-pronged approach delivered strong results across the board. The conversion rate sat far above the industry average, while we managed to lower cost-per-click (CPC) via ongoing optimisation. This, in turn, meant we achieved a lower cost-per-acquisition (CPA), and ultimately, a highly profitable account, boasting a 1,315% return on investment (ROI). Still, we wanted to do more. Knotweed removal is highly seasonal because it grows when it’s warm, making it more noticeable, and the need for removal is often front of mind as the housing market sees lifts between spring and autumn. So, to capture more of this seasonal audience, we turned our attention to click through rate (CTR) to grow traffic to the site. Despite having a strong CTR already – 62% above the industry average – we knew if we could increase it while maintaining (or lowering) CPC and maintaining (or increasing) conversion rate, we’d see more quality traffic and retain the account’s levels of profitability. Here’s how we did it. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/fed4e33d-b396-46e8-b96a-76d9bc2f72f3/1189225_A%26ECaseStudyImagery_AdImage_800x534_111921.jpg TP Knotweed Solutions - Action To start funnelling more high quality, incentivised traffic towards TP Knotweed, we employed several CTR-boosting tactics. Beyond standard Ad account optimisations, such as expanding negative keywords and building out smaller ad groups with fewer keywords to improve relevancy, two approaches, in particular, took root and delivered the results we craved: image ad extensions and extensive split testing. Eye-catching image ad extensions: We were fortunate to access Google’s new image ad extensions when they were still in the beta stage. This extension allowed us to display a relevant image next to the text ad on the search engine results page (SERP). By creatively selecting the right images at specific points throughout the year, we could help searchers understand what Knotweed looks like at that moment in time. This enabled the searcher to identify Knotweed, first and foremost, while also strengthening TP Knotweed’s expert credentials. Split testing galore: After working together for seven years, it would’ve been easy to rest on our laurels and let things run on autopilot. But that’s not our style. We’re constantly looking to exploit even the finest margins to get results for our clients, which leads us to obsessively test EVERYTHING. Here’s a flavour of what we tested: Ad copy: Ad copy has to tick all the boxes for Google while also resonating with the end-user. To find that perfect balance, we carefully analysed reviews and forum posts related to Knotweed. And by understanding the associated pain points, we could mirror the language used in our ad copy to make it more relatable. Finally, we created a bank of hundreds of headlines and descriptions to test. Ad extensions: In our battle for attention, we experimented with more ad real estate, more links to click, and different landing pages. Devices: There are several steps in the journey towards hiring a Knotweed removal specialist. By split testing devices (and the types of ads we ran across each), we found that our awareness and interest campaigns worked best on mobile, with users doing their initial research on smartphones or tablets. Meanwhile, at the desire and action stage, users favoured their laptop or desktop to complete the enquiry form. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/ee817749-bbd1-4f14-81d7-b940aacdcb06/1244715_New+site+imagery_TPK_Graphs_Green_800x534.jpg TP Knotweed Solutions - Results We saw some incredible numbers following our account optimisations and ad experiments for TP Knotweed. The standouts include: A 367% increase in CTR year-on-year (from 3.89% to a mammoth 18.7%); A 131.6% increase in conversions year-on-year; And a 1,315% return on investment (ROI). However, perhaps most impressive of all was the fact that we managed to beat the industry average CTR by a whopping 657% — smashing our goal of grabbing a larger share of the search volume. https://www.zestdigital.com/fire-security-store daily 0.75 2023-05-11 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638290308551-28KDULQ879QPBKZZ4HJV/team-alexc.png Fire & Security Store https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289406516-WBRK3BNMC01OHL3JQZ2V/team-ollieh.png Fire & Security Store https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/502fa895-4b1a-445c-91bf-4eb2550275ee/veronica-ruiz.png Fire & Security Store https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/666b1c68-f70a-4e8c-90f3-f8440ff0f790/1317120_ResultsIcons_1+F%26SS_031722.jpg Fire & Security Store - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/44fbb6d0-7c07-4b3e-9136-2f843d7b7dce/1317120_ResultsIcons_2+F%26SS_031722.jpg Fire & Security Store - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/7096228d-3f28-47d8-8c43-469e9b880f48/1317120_ResultsIcons_3+F%26SS_031722.jpg Fire & Security Store - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/309bf19f-0d3b-40b5-a496-9e07f5ac0c94/1244715_New+site+imagery_Fire+%26+Security+Store_Objective_800x534_030922.png Fire & Security Store - Objectives Fire & Security Store is a leading eCommerce site for all things fire and security, including extinguishers, alarms, CCTV, and signage. Stocking over 900 products from all major brands and manufacturers, Fire & Security Store is the only supplier selling to both established fire and security companies and the general public. To build upon their stellar reputation in the industry (96% positive feedback on Trustpilot), Fire & Security Store wanted to continue to grow their online presence and revenue from their website. Having been referred to us by another client, they partnered with Zest to increase their leads through digital channels. This meant our objective was two-fold: Audit and restructure the existing Google Ads account, and increase the account’s profitability by reducing the average cost per conversion by at least 35%. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/b2d07d3b-7540-41b6-ba10-15d04f3a39c4/1244715_New+site+imagery_Fire+%26+Security+Store_Strategy_800x534_030922.png Fire & Security Store - Strategy There’s no one-size-fits-all approach when it comes to improving PPC account performance. It requires precise testing and ongoing optimisation to see results. Our experts conducted a thorough audit of the account, closely analysing the campaigns, ad groups, keywords, targeting, bid strategies, and more. Our analysis quickly determined that the account would benefit from being restructured entirely. This would be more effective than manually implementing each of the changes individually, and we were confident that the new structure would deliver impressive results. Once we had restructured the account, our strategy was to closely monitor and optimise the account based on the data collected to improve performance and profitability. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1611a011-ae0e-43db-b60d-e56d4147bb31/1214880_F%26SS+Case+study+Image+resize_1-800x534_102021.jpg Fire & Security Store - Action The existing structure had many campaigns attracting unwanted clicks from searchers with the wrong intent, leading to low-quality leads and wasted ad spend. To improve cost per conversion, we knew we had to minimise this. To achieve this, we focused on including more “negative” keywords in our campaigns. These are keywords that prevent an ad from being triggered by a specific word or phrase. By adding negative keywords to the campaign, we can prevent ads from triggering for broad, irrelevant, and low-quality searches such as “free” or “eBay”. This is a regular exercise within our ongoing optimisations to tighten targeting and eliminate wasted spend. Another critical aspect of the account optimisation was Google Shopping Ads. These ads typically appear within search results above text-based ads and provide the user with a product image and name, price, and shop name. But that’s just the tip of the iceberg where Shopping Ads are concerned. Unlike ordinary search and display ads, Google Shopping lets you include additional product details, including reviews and real-time sales information (see the “PRICE DROP” example below). The existing account had few Shopping Ads, and many had been disapproved for not matching Google’s criteria. By resolving these issues, we took the heavy-lifting out of comparison shopping for the searchers and meant we could position Fire & Security Store’s products as the affordable option. As we continued to fine-tune our approach, we also began to implement test-based campaigns. Using Dynamic Search Ads (which auto-fill’s ads with relevant ad copy and triggers an ad when Google identifies a potential opportunity), we could learn more about the types of searches users were making. This helped us ensure we weren’t missing any gems in our targeted campaigns. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/a4b6571c-416b-47c6-9d35-26f7d9f7ab1c/1244715_New+site+imagery_F%26SS_Graphs_800x534.jpg Fire & Security Store - Results Once we had the account in a strong position, we suggested that the client increase their monthly ad budget, as we were confident the investment would deliver profitable results. Spoiler alert: it did. Following the restructure in January 2021 and within the first three months of launching our campaign, we achieved a 55% reduction in the account’s average cost per conversion and Fire & Security Store enjoyed an increase of 360% in revenue from Google ads compared to the previous period. https://www.zestdigital.com/st-clares-oxford daily 0.75 2023-05-30 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289245474-40OKC9JFG5R8VBPMHZ2A/team-louisl.png St Clare's Oxford https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/49158ca7-581f-4541-9bf1-117ddbc059bb/IMG_0711_1000x1000.png St Clare's Oxford https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289406516-WBRK3BNMC01OHL3JQZ2V/team-ollieh.png St Clare's Oxford https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/39db0c10-b711-403e-8674-e8c84efe69ab/1317120_ResultsIcons_1+St+Clares_031722.jpg St Clare's Oxford - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/aca3cebb-5379-446c-b1be-baa90f7b8101/1317120_ResultsIcons_2+St+Clares_031722.jpg St Clare's Oxford - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/b9dbf093-010e-44b1-9ab7-b208d656179c/1317120_ResultsIcons_3+St+Clares_031722.jpg St Clare's Oxford - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/69e45921-ca8e-4187-b875-b27a36aa8420/1244715_New+site+imagery_St+Clares_Objective_800x534_030922.png St Clare's Oxford - Objectives St Clare’s is an Oxford-based college specialising in teaching to students from ages 15 to adults. St Clare’s is one of Oxford’s most established institutions, catering to over 50 nationalities across multiple properties in the city. St Clare’s approached us to assist with the modernisation of their website design to help to attract new students. The primary challenge was that the students – often in their teens – were the end customer, but their parents hold the purse strings. This generational gap provided a challenge from a design perspective. The old website lacked functionality, was plagued by duplicate content, and did not convey the visual appeal of a modern Oxford college. Our challenge was to fix these errors and help to streamline the St Clare’s website to make it easier for users to quickly access all of the information they needed. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/740d81b4-db68-463e-b7ca-edce3899586c/1244715_New+site+imagery_St+Clares_Strategy_800x534_030922.png St Clare's Oxford - Strategy Our planning focused on St Clare’s target customers, identifying early on that the decision to attend the College is a two-stage process. Typically, the prospective student would express their interest, leading their parent to then make the initial enquiry. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/5ef05565-6a63-4c3b-ab39-bb5f6684f7d5/st-clares-home-page-desktop-mockup.jpg St Clare's Oxford - Action Because parents and students usually have different priorities when viewing the site, a decision was made to consolidate the old website into two core areas, catering to these respective priorities: ‘Courses’ and ‘Life’ at St Clare’s. This two-pronged approach combined the fun and important side of living and studying, whilst addressing any questions from parents and justifying the investment into the educational programme. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/929222d8-1e57-41cb-ad6e-0a152b8eb84e/st-clares-mobile-landing-pages.jpg St Clare's Oxford - Results The resulting website offers an improved experience for all users across any device. This enables both students and parents to easily attain content relevant to them about the college and its courses in a few clicks. https://www.zestdigital.com/cp-packaging daily 0.75 2022-03-21 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638463607030-76SRA7EGR3J2ZTFBUVT9/team-anonm.png CP Packaging https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289245474-40OKC9JFG5R8VBPMHZ2A/team-louisl.png CP Packaging https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1643295300801-PXLG65TUIULAR8LEIU6E/team-laurad.png CP Packaging https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/058b769d-6e3f-43ab-add3-301a6bb6ad02/1317120_ResultsIcons_1+CP+_031722.jpg CP Packaging - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1e0867df-84a1-4e6b-9581-7119e5022d89/1317120_ResultsIcons_2+CP+_031722.jpg CP Packaging - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/bc514348-3421-4eef-a7a5-015a752bfdf2/1244715_New+site+imagery_CP+Packaging_Objective_800x534_030922.png CP Packaging - Objectives CP Packaging is a food-grade packaging company designing and supplying custom packaging from their headquarters in London with some of the UK’s shortest lead times to some of the nations most loved eateries. We expanded their tired one-page website into a fully responsive lead generating website – each landing page geared towards appealing to a specific market. This was supported by a PPC campaign designed to drive relevant traffic to key conversion pages. Three months since launch, 88% of conversions have come through this channel, leading to a substantial increase in revenue. CP Packaging’s old website was dated and lacked the breadth and appeal that their business has grown to demand. Our brief was to create a new website that appeals to CP Packings key buyer personas and provided a detailed yet clear breakdown of all the products and services which CP Packaging provide. Consult CP Packaging on the best practice for their online users supported by data Design and build a fast and secure WordPress website that converts visitors into customers Drive customers to the website via paid advertising channels Monitor and report on the performance of the website, learning and improving to reduce Cost Per Lead (CPL) https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/79df947a-af1a-4072-bc44-122f62583081/1244715_New+site+imagery_CP+Packaging_Strategy_800x534_030922.png CP Packaging - Strategy The old website was letting the user down and as a result many users were dropping out. The one-page layout limited content and the clients visibility across search engines. The remedy to this was to create a clean and responsive site, utilising UX processes to create intuitive site architectures and user journeys; leading to happier users and more conversions. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/44d5d83c-2fd9-4076-9abd-cfeb9f1ca150/cp-packaging-page-montage.jpg CP Packaging - Action Our kick-off workshops with the client enabled us to explore and understand the personas of CP Packaging’s customers. Working closely with the client, we were able to really understand what their users were looking for and how the buying process worked within their industry. This customer mindset was fundamental to the design direction for the landing pages and the user journey that leads to a conversion. Our design team were able to bring the old CP Packing logo into the present with a simple yet bold logo, and branding that reflects the environmentally friendly side of CP Packaging. Wireframes were produced and turned into full colour designs, with the skilful creation of 45 unique icons to represent the services and products; providing the site with a real wow factor. This level of detail took our client to the next level when compared to competitor websites, and this new visual advantage built trust and credibility with their market during the awareness and evaluation stages. Whilst our design and development team focused on the build, our digital marketing team got to work on our client’s digital strategy, ensuring that everything was in place to create leads from launch day. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/b201cc61-47c7-4828-9b52-4832e14aa6df/cp-packaging-iphone-hero.png CP Packaging - Results The final solution is a professional website that appeals to the clients that CP Packaging work with – and aspire to attract – yet reflects the personality of their brand. The use of space, imagery, and customised iconography adds character across desktop, tablet, and mobile. Clear call to actions ensures that there is a purpose and measurable intent to the user’s journey. Our digital team has ensured that CP Packaging will benefit from increased visibility in addition to the improvement in conversions. Within three months, our work accounted for 88% of all leads coming through to our client, and proved yet again that our simple process produces powerful results. https://www.zestdigital.com/great-british-chefs daily 0.75 2022-03-21 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1643295300801-PXLG65TUIULAR8LEIU6E/team-laurad.png Great British Chefs https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638463607030-76SRA7EGR3J2ZTFBUVT9/team-anonm.png Great British Chefs https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289245474-40OKC9JFG5R8VBPMHZ2A/team-louisl.png Great British Chefs https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/e3bc4d4f-0035-4f12-a322-69ca8030de6b/1317120_ResultsIcons_1+GBC_031722.jpg Great British Chefs - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/6d320abd-668a-4e25-a8d6-a090bda36a1b/1317120_ResultsIcons_2+GBC_031722.jpg Great British Chefs - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/e68e47d7-7cff-485a-a8bc-e8e353d63edd/1317120_ResultsIcons_3+GBC_031722.jpg Great British Chefs - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/a194057a-f5ee-4a07-921c-dda100fa92b9/1244715_New+site+imagery_Great+British+Chefs_Objective_800x534_031622.png Great British Chefs - Objectives Great British Chefs is a go-to website for foodies, delivering recipes, guides, features, and videos from some of the world’s finest chefs. Our SEO agency team were proud to consult with GBC’s fantastic internal team, to identify new opportunities to increase traffic and conversions. Our consultation focused around the following key areas of interest for the internal team at Great British Chefs: Suggested improvements to the current page structure Content gap analysis vs competitors How to optimise GBC’s link build strategy Key performance monitoring and technology stacks Diagnosing lost rankings How to validate SEO work https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/f6389323-0419-4c06-b6a0-e76f898996e7/1244715_New+site+imagery_Great+British+Chefs_Strategy_800x534_031622.png Great British Chefs - Strategy We arranged a workshop with Great British Chefs with a set agenda. As part of our process we ask for the top challenges faced. From here, our team allocates research time to investigate each challenge, looking for signs of cause and effect. Our client benefits from specialists with a deep knowledge of their field and industry-leading tools, processes, and systems, to diagnose core issues. We compiled the raw data and summarised our findings into a report that we then delivered to Great British Chefs at a workshop. This gives the time for us to not only present, but to discuss real solutions, maximising the value delivered in the meeting time available. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/7aa0b1f9-ca70-40b1-a360-cfd573dd420b/image+%289%29.png Great British Chefs - Action Traffic acquisition Our SEO team set to work on answering each of the points on the agenda – some of which we’ll reveal in this case study. The first step was to begin some in-depth keyword research, looking across GBC’s current keyword profile to: Find out what they are already ranking for Find out what opportunities they’re missing out on The first point is standard practice, and we were able to pull a tonne of data on GBC’s current ranking profile. Using this data, we could look at their heavy hitting keywords, but also discount the keywords that we don’t need to focus on, because they’re already killing it. The second key action is more interesting. We specifically isolated keywords that were ranking in two brackets; positions 5-10, and 11-20. These keywords are showing enough potential to do better, but they’re not quite hitting those traffic spots. As a rule of thumb, these keywords often provide the easiest opportunity to drive traffic growth. Analysing a group of four keyword sets, we identified that Great British Chefs were ranking 5-10 for keywords with a combined traffic search volume of over 4.5 million searches per month. For keywords ranking in positions 11-20, this search volume grew to over 8.7 million searches per month. Our SEO experts then cross-referenced the above keywords with competitor rankings. Specifically, we wanted to know what keywords GBC’s competitors rank for, whereby GBC do not rank in the top 100 positions. Our research delivered thousands of keyword opportunities, which we reduced down to a list of 1,000. We singled out some topics of interest to begin focusing on a strategy to help GBC to rank better across their keyword profile. We clustered the keywords by topic and search intent, using common primers such as ‘how to make’, or ‘easy’, and trailing words such as ‘recipe’ or ‘sauce’. This secondary exercise generated a total opportunity of over 2.2 million searches per month that Great British Chefs were not receiving any traffic for, representing a huge opportunity to capture some additional traffic share from their competitors. In total, 15.6 million searches per month were not being optimised for, representing a huge opportunity to capture additional traffic share. With a business model built largely on advertising, capturing a chunk of this traffic would grow passive revenue for GBC through a CPM (cost per mille (thousand)) model. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/00146674-85ed-4525-89f5-7e392efa33ef/gbc-hero3.jpg Great British Chefs - Results Our consultation workshop with the Great British Chefs was a fantastic example of two teams combining to create a focused growth plan that will benefit them long into the future. We were able to identify and diagnose the issues holding back, and the opportunities available to, GBC. We created a playbook to drive new traffic growth and future revenue for their business, opening up over 15.6 million search opportunities within easy reach for this fantastic business. If you’re looking to add deep knowledge to your marketing to save money and time, strike up a conversation with our new partnerships team today. https://www.zestdigital.com/lathams-steel-doors daily 0.75 2022-04-13 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1643295300801-PXLG65TUIULAR8LEIU6E/team-laurad.png Lathams Steel Doors https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289245474-40OKC9JFG5R8VBPMHZ2A/team-louisl.png Lathams Steel Doors https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638457306913-6GJ38KGGSOK7Y2UO2OSR/team-anonm.png Lathams Steel Doors https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/f78eafc3-d9aa-412b-8f16-b4c45f443f10/1317120_ResultsIcons_1+Lathams_031722.jpg Lathams Steel Doors - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/37478d03-cfe9-4dcc-939e-669b4655920b/1317120_ResultsIcons_2+Lathams_031722.jpg Lathams Steel Doors - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/295560e5-6e64-498e-b85e-b0fb1a54a31e/1317120_ResultsIcons_3+Lathams_032422.jpg Lathams Steel Doors - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/533fd46b-8dbb-40da-b333-42900eccaee7/1244715_New+site+imagery_Lathams+Steel+Doors_Objective_800x534_030822.png Lathams Steel Doors - Objectives Latham’s Steel Doors supplies a large range of stock and custom-made galvanised steel doorsets for trade customers and the general public throughout the UK. In the five years we have worked with them, we have reduced their cost per conversion by 70% and have achieved a compounded growth of online orders by over 1,400%. We were tasked with restructuring the current Adwords campaign and exploring the potential of additional paid channels whilst improving % return on advertising spend (ROAS). https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/b3ccbca2-589f-42a6-aa42-aeb140df23b0/1244715_New+site+imagery_Lathams+Steel+Doors_Strategy_800x534_031022.png Lathams Steel Doors - Strategy Due to the competitive nature of the market, we have always strived for as much Google real estate as possible. Latham’s led the way in the paid results, map pack, and organic listings. One unexplored channel was Google Shopping. With a cost-effective product and an eCommerce store already in place, the client was primed to test this channel. The competitive market also meant that customers wouldn’t always order on their first visit. To re-engage lapsed users, we decided to create a remarketing campaign to assist conversions further down the purchasing cycle. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/bfa92fd0-7f57-4d03-a85b-e47556042896/remarketing-ad-mockup.png Lathams Steel Doors - Results Optimising the Adwords campaign and the landing pages it linked to ensured the highest quality scores and conversions possible, increasing the visibility of — and traffic to — key shopping pages. Remarketing kept the products front of mind and easily accessible to traffic with high buying intent. As a direct result of these tactics, the client experienced a significant 270% increase in conversions and a 480% return on advertising spend over this test period. https://www.zestdigital.com/feldon-valley daily 0.75 2022-03-21 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1643295300801-PXLG65TUIULAR8LEIU6E/team-laurad.png Feldon Valley https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289245474-40OKC9JFG5R8VBPMHZ2A/team-louisl.png Feldon Valley https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638463607030-76SRA7EGR3J2ZTFBUVT9/team-anonm.png Feldon Valley https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/bdcec4bb-4ec3-44c5-88cf-2e3891586748/1317120_ResultsIcons_1+Feldon_031722.jpg Feldon Valley - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/74f7c3a3-5f56-4687-99e4-da7d231bfdbe/1317120_ResultsIcons_2+Feldon_031722.jpg Feldon Valley - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/5062b6d5-dcf3-49c7-844c-56451f0d0f56/1244715_New+site+imagery_Feldon+Valley_Objective_800x534_031622.png Feldon Valley - Objectives The challenge: Re-launch Feldon Valley online with cutting edge design, integrated digital marketing and an ongoing release schedule following our Lean UX methodology. The plans are ambitious, the reputation is solid, and the potential for this Cotswolds venue is massive. We were approached by Feldon Valley, and their management consultants at 360 Golf, to help them meet their vision and this is the breakdown on how we are doing it. Feldon Valley is a traditional golf course with a great reputation welcoming over 20,000 golfers each year to its stunningly scenic location. Our primary goal was to assist the Feldon Valley team in launching the next phase of development. The plans had been laid down for luxury dining and secluded lodges and construction was well underway. Feldon Valley knew the future marketing plan had to involve digital and selected Zest as their preferred agency partner. Our team distilled down their brief into three key objectives: Deliver and upgrade the minimum viable product (website) Launch The Kitchen and The Lodges in a phased approach Integrate a paid campaign for awareness and recruitment Having these objectives laid out clearly allowed our team to deliver the project with confidence. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/5f531906-6fb5-438a-9a44-e377b1d57fc9/1244715_New+site+imagery_Feldon+Valley_Strategy_840x400_031622.png Feldon Valley - Strategy The project required an adaptable release plan. Due to our experience with construction projects we knew that timelines rarely run to the original plan. We had to be adaptable in our planning to allow swift progression of the build. “The project required an adaptable release plan. Due to our experience with construction projects we knew that timelines rarely run to the original plan. We had to be adaptable in our planning to allow swift progression of the build.” Laura Potter – Project Manager, Zest Digital From a development perspective having a staged approach to releases allows the team to build the functions which are most useful for ongoing marketing based on user testing and real-world feedback. This, in turn, provides the team with more scope for developing hypotheses and testing them to deliver a more successful campaign in line with our marginal gains mentality. Constant improvements based on evidence, and not guesswork. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/bd81fb15-3cf0-45d5-ad7b-bc040f1cf6e6/zest-project-gantt%402x.jpg Feldon Valley - Action The new Feldon Valley website required a step up in terms of design to build for the future of this impressive development. We developed a style inline with the new brand elements which was clean, clear to use, and balanced white space with inspiring photography. Photography From the outset we knew that imagery would be the key to this project. Luckily Feldon Valley is based in an area of outstanding natural beauty so views were not a problem and the photography is as striking as the location. We were able to make use of the on-site drone to emphasis the scale of the property. We designed with imagery in mind for our prototypes. Here are some of the key rules we followed: Landscape only please! Keep it local – no stock photography Use golf photography sparingly Quality is king – keep it high resolution and sharp Why did we set up some photography rules? These are the small differences which add up over a project to make it really stand out. Having a set of criteria means we can consistently deliver user interfaces which are a leap forward in terms of design. In the case of Feldon Valley it was important to make sure all images followed the look and feel of the brand, which in turn, provides users with consistency. Designing for mobile After conducting a health check of the existing Feldon Valley Golf website we found that a growing percentage of current users were booking their next round of golf via their mobile device. We shifted our strategy to allow more time to be spent on the mobile optimisation of key pages within the user journey. “We utilised our user journey mapping process to create focused user interactions; providing engaging content to both mobile and desktop users.” Lloyd Sutton – UX and Front-End Lead, Zest Digital Key challenge – Recruitment One key challenge the Feldon Valley team face is attracting talent to its rural location. Our paid marketing experts developed a targeted campaign via Instagram and matched it with a key landing page on the website. The goal was to attract the young jobseekers of Oxfordshire to a new modern and dynamic Feldon Valley. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/8e746a36-3a7f-484d-aefd-5d83a70e3d4f/feldon-careers-imac%402x.jpg Feldon Valley - Results It’s early days in the life of Feldon Valley Version Two but we are seeing an increasing trend in mobile sessions and an increase in engagement with the careers. We are well on our way to meeting our key KPIs and we are very positive that the new Feldon Valley will benefit from our adaptive approach to digital marketing. https://www.zestdigital.com/funeral-partners-website daily 0.75 2022-03-22 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1643295300801-PXLG65TUIULAR8LEIU6E/team-laurad.png Funeral Partners https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638463607030-76SRA7EGR3J2ZTFBUVT9/team-anonm.png Funeral Partners https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289245474-40OKC9JFG5R8VBPMHZ2A/team-louisl.png Funeral Partners https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/8759fa78-1a9e-4163-94a5-b54f16749777/1317120_ResultsIcons_1+Funeral+partners_031722.jpg Funeral Partners - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/ca0e313c-832d-4527-a748-abc528fe3ed5/1317120_ResultsIcons_2+Funeral+partners_031722.jpg Funeral Partners - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/b31c8fcd-8ea7-489a-b633-7784389b29bc/1244715_New+site+imagery_Funeral+Partners_Objective_800x534_031022.png Funeral Partners - Objective In a market where change is happening fast, we partnered with one of the UK’s leading providers, Funeral Partners, to help them claim their space online with stunning website design for two of their online properties. Funeral Partners are in an exciting period of fast-growth and wanted a platform to promote and drive business to their network of 160+ branches. Balancing the traditional foundations of the funeral industry with the expansive nature of Funeral Partner’s ambition was a delicately balanced challenge. Funeral Partners are in a constant state of growth and expansion, which was never reflected effectively online. Our client needed a presence that allows them to realise their initial goals. These were to: Provide users with key information and pricing for our 160+ UK branches Raise the profile of our associated brands through an increased digital footprint Give the Funeral Partners team a platform to attract new talent https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/cf346a63-1ad2-47ea-9966-22e34a5e3183/1244715_New+site+imagery_Funeral+Partners_Strategy_800x534_031022.png Funeral Partners - Strategy Understanding the user Throughout the project (or any project) we aimed to bring the users the front of our minds. Having four main questions helped to focus the design process: Who are the users? What are their goals? What will their journey look like? How can we make their journey better? Many of our client’s users are classed as ‘at need’. Their journey to the Funeral Partners website is (understandably!) one of necessity rather than choice. Understanding this requirement was a key step in designing a platform which allows a user to achieve their goals quickly without any added stress to the task at hand. After thorough consultation and empathy mapping with the Funeral Partners internal team, we defined our user persona as ‘Craig Parsons’. Craig is looking to find funeral directors in his local area who are well respected. As the eldest child, Craig has taken on the responsibility of organising the funeral and managing his father’s estate. His father has not arranged a pre-planned funeral option, but has been unwell for a while. Craig has taken the day off work to arrange the funeral. He is using his laptop to carry out a focused research session. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/8683c162-1bdc-470f-8d9d-4d4c209a3a9f/2019-funeral-partners-type-colour%402x.png Funeral Partners - Staying true to the heritage Funeral Partners have a proud twelve year history which needed to be represented throughout their online presence. Part of the challenge was to ensure we adhered closely to the brand guidelines for the group. These are rolled out to each one of their 160+ branches, so detail was crucial. Having a consistent path from website to branch is important as it gives a user a sense of reassurance at a difficult time. Critical feedback To better understand the digital presence of Funeral Partners, we looked at their existing website and assessed what they were missing and how improvements could be made. The interface needed some love and, as with many WordPress installations, custom themes tend to date quickly and require strenuous development to stay ahead of the curve. The cost of maintenance was no longer sensible, and this is something we see across many projects. Heavy colouring, dated typography, and uninspiring visual assets could all be improved to lift the experience for the user. A confusing search function added unnecessary and unwelcomed friction to the user experience. We set out to improve this for our client’s customers. Structure for growth We believe strongly that each part of a website must add value to the user experience or the business its serving. If no value is added, then each non-effective part is detracting value. A strong sitemap is key to digital success, so our team went to work on creating strong foundations for Funeral Partners. This included: Defined hierarchy for location landing pages Introduction of a Help and Advice area Reduce sitemap ‘bloat’ (typical of ageing websites) https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/c1a79db3-b4b7-4416-8d76-757285463e9f/2019-funeral-partners-mobile-search-ui%402x.jpg Funeral Partners - Bringing visual assets up to date A complete visual overhaul encompassed; the colour palette, typography, iconography and updated photography assets. These once ‘meh’ elements of the website were re-energised and re-imagined to lift the entire website. Future focus One of the major focuses for Funeral Partners was to realise the vision of their recruitment team. Historically there had always been a recruitment function online, but it was not a place where the team could direct prospective employees to with confidence. This disconnect contributed to lost opportunities to recruit the best people for their business. Our plan was to launch a subdomain within the Funeral Partners brand to help drive job hunters to specific landing pages. This allowed us to integrate leading talent acquisition software, Vacancy Filler, into our custom user interface. The end product is future focused, lifting and improving the experience for the end customer whilst enabling Funeral Partners to hire new talent as they continue with their rapid growth. https://www.zestdigital.com/tp-knotweed-solutions daily 0.75 2022-03-21 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1643295300801-PXLG65TUIULAR8LEIU6E/team-laurad.png TP Knotweed https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638463607030-76SRA7EGR3J2ZTFBUVT9/team-anonm.png TP Knotweed https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289245474-40OKC9JFG5R8VBPMHZ2A/team-louisl.png TP Knotweed https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/749fcbc6-4ab9-432f-b328-4341f32abe59/1317120_ResultsIcons_1+TPK+2_031722.jpg TP Knotweed - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/e7d4b345-2200-4f9d-856d-d68f9e6b3c69/1317120_ResultsIcons_2+TPK+2_031722.jpg TP Knotweed - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/d1ed56bc-d920-4b43-b384-a23cee3fc8d0/1317120_ResultsIcons_3+TPK+2_031722.jpg TP Knotweed - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/70f49e21-0527-4d74-932e-3183b0fce070/1244715_New+site+imagery_TP+Knotweed_Objective_800x534_031622.png TP Knotweed - Objective TP Knotweed (TPK) are a leading provider of Japanese Knotweed removal services in the UK. Japanese Knotweed is an invasive plant which can cause significant damage to property, often preventing a sale and costing the owner hundreds of thousands of pounds to rectify. TPK excel at solving this problem for thousands of residential customers throughout the UK. We began working with TPK in 2013 and have helped them to grow from a successful local business to leading nationwide experts. Their latest website release encompasses the progress in growth over the past few years and actions from our insights. Why the time was right for a new website Search has been a major part of TPK’s growth strategy, we’ve had great success over the years including 66% growth from 2016 to 2018. In order to reach new levels of success, we needed a new approach. As content grew on the website, keyword cannibalisation crept in. This is where more than one page targets a specific keyword, and they end up competing against each other in the search engines. The success of some of our blog content had overpowered the service pages. This latest website release focused on a major sitemap overhaul allowing TPK to be highly focused and lean in terms of pages. We combined insights from years of data with user experience (UX) insight to create a user journey that achieved the main objective for our users; ‘An easy path to remove Japanese Knotweed.’ https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/7bb9248f-393c-4503-b3b6-596277436979/tpk-user-flow+%281%29.jpg TP Knotweed The improved structure enabled our team to shift focus to the key service pages, so that they could rank for our key terms above other relevant long tail content. The purpose of this was to reduce the funnel and shorten the click-through path for the user to find out more about TPK’s service offering. An evolution not revolution Our team pitched and scheduled a new website release to tie in with the seasonal demand of TPK’s services. Despite obtaining agreement from TPK early on, we purposely delayed the build so that their peak time was not put at risk. This is what strong partners do – they work together. We were left with a limited window to plan the project. As with many of our web projects the aim was to break down the mammoth objectives into manageable chunks. The initial launch of the new user interface was the first step in our release schedule. A new visual direction Building on the brand colours we defined a new visual style. This included; new typography, new iconography, new photography styles, and a lot more white space. The result of this was an easier user interface to navigate, easier on the eye, and more fluid as a resource. Clearing a path to conversion People landing on our client’s website are typically all experiencing a common problem in their life: Japanese Knotweed. With this in mind, the job of the website is to make it easy for a user to start the process of removing the invasive species from their property. Our users were asking two related questions: What is Japanese Knotweed? How do I remove Japanese Knotweed? Answering these queries and providing next step advice is the main objective for the site. We know this to be true through user persona research. Our team developed a set of customer avatars based on customer data and over five years of user analytics. Once we understood the challenge, the user journey could be mapped out. The next step was to implement UX design principles on key pages of the user journey. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/396f9874-5203-4620-b1f1-cecf6ee583ba/tpk-macbook-home.jpg TP Knotweed - Getting the launch right When launching a new website, it’s so important to have the right processes in place to recover from the inevitable dip of change. When a new website is released, a search engine will typically ‘sandbox’ it whilst it reviews the content. This is to ensure that the change is positive and consistent with the history of the website. This prevents a good website turning bad once it’s built up some traffic. So how did we combat this? Firstly, the improved site structure was compatible with how search engines index content and how the hierarchy works. We made sure that this was considered and triple-checked. We reviewed content across the site from blogs to service pages – ensuring the redirects were 100% accurate. We were killing off high traffic blog posts, so this move was risky and we needed to ensure that the relevant traffic was not lost. Ensuring an improved structure worked in partnership with the optimised content. This ensured that there was no duplicate content on the website and that keywords were not being cannibalised anymore. Each piece of content was mapped out against clear target keywords. This acts in the same way as a unique ID works, ensuring that one single page is responsible for a specific keyword. We put in place regular testing and monitoring of performance to ensure that our team could respond to changes rapidly. As we look to the future, we know that a website should never be ‘finished’. To maximise the effectiveness of a website and its marketing, it should evolve in response to the customer and their needs. https://www.zestdigital.com/polythene-uk-2 daily 0.75 2023-05-04 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289406516-WBRK3BNMC01OHL3JQZ2V/team-ollieh.png Polythene UK https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289543961-WML9VZ2F4K5THNXEQHN8/team-rachelb.png Polythene UK https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638290308551-28KDULQ879QPBKZZ4HJV/team-alexc.png Polythene UK https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/553ad135-34ac-492e-99e2-d451f77982c4/1317120_ResultsIcons_2+PUK_031722.jpg Polythene UK - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/8fc9fd2c-ea99-4b4c-ad6f-00580d4079cf/1317120_ResultsIcons_1+PUK_031722.jpg Polythene UK - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/74718764-bc9c-4dff-800d-3d39b4097705/1317120_ResultsIcons_3+PUK_031722.jpg Polythene UK - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/e32c4cb7-b01f-466f-9b0b-ab0959a2b6fe/1244715_New+site+imagery_PUK_Objective_800x534_030922.png Polythene UK - Objectives Polythene UK is the leading independent provider of polythene products in the United Kingdom, delivering a range of polythene bags, films, wraps, covers, and liners to a variety of sectors. They also share our passion for the environment, with many of their products 100% recyclable or compostable. And as Zest’s longest-standing client (11 years and counting), we’ve been with Polythene UK for almost every step of their epic journey — from early startup to established industry leader. In that time, many key digital marketing disciplines have evolved, so our techniques have had to evolve along with them. This is especially true of link building, a crucial part of search engine optimisation (SEO). Our objective: build new links to increase quality search traffic and boost conversions. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/d17eab8f-ef8d-4a09-9f55-1656dd04a391/1244715_New+site+imagery_PUK_Strategy_800x534_030922.png Polythene UK - Strategy So, to maintain and grow the strong online presence we’d built for Polythene UK over the years, we encouraged them to invest in a link building campaign centred around a specific product. But before we explain how we did it, first thing’s first… https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/03d9088a-6bd4-4b2e-8e85-d68029d6a01f/Polythene%2C+Plastics+%26+Packaging+Supplier+-+Polythene+UK+%282%29.png Polythene UK - Action We began our link building campaign for Polythene UK by selecting a particular product range to build links to. This is where link building can be incredibly effective, as pointing links at a specific page can help elevate that page in the search results. And with higher rankings comes more traffic and the potential for increased conversions. We also considered the authority of the sites we were approaching. By ensuring that we were only working with quality websites (and websites Polythene UK would happily associate with online), we could be confident that the links we were building would produce results. This is particularly important when we’re identifying link building opportunities. We don’t just take a website’s domain authority at face value. We want to understand the amount of traffic it receives, how engaged and relevant its audience is, and if the site’s brand and content fit with our client’s. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/e9b85fbc-d533-4626-8205-19ed635f7c16/1244715_New+site+imagery_PUK_Graphs_Green_800x534.jpg Polythene UK - Results By focusing on link quality over quantity, we were able to deliver some eye-catching numbers for Polythene UK: A 47.5% increase in links (as we mentioned earlier, the number of links doesn’t always enhance authority — it’s all about the quality of links). This resulted in an 88.9% increase in domain authority (meaning Polythene UK’s website is now considered even more trustworthy in the eyes of the search engines). And this boost in authority helped deliver a 218.8% increase in traffic. The best part? The byproduct of increasing domain authority is that the site ranks higher for relevant keywords, which means the site traffic tends to be higher quality, too. And higher-quality traffic often brings an increase in conversions. The bottom line: our link building efforts on behalf of Polythene UK delivered a whopping 300% increase in conversions! https://www.zestdigital.com/solutions daily 0.75 2022-04-08 https://www.zestdigital.com/friary-meadow daily 0.75 2022-09-14 https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638289406516-WBRK3BNMC01OHL3JQZ2V/team-ollieh.png Friary Meadow https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1638290308551-28KDULQ879QPBKZZ4HJV/team-alexc.png Friary Meadow https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1650367005097-JJ6SLGAJ6CIS9KJ2Y30W/47597FCB-081C-4576-B491-7666E17ED741.png Friary Meadow https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/da8039a7-1d01-4495-a815-d693e05e6f37/500x398friarymeadow_icons-04.png Friary Meadow - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/85e72675-8aa3-41f3-8eb0-7e03384aa8d3/500x398friarymeadow_icons-05.png Friary Meadow - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/5b5a1cda-6e40-43ed-997f-ab7cf83e1140/500x398friarymeadow_icons-06.png Friary Meadow - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/699b0821-f21e-4970-b9ca-c54c8799209c/800x534strategy-01.png Friary Meadow - Objectives Friary Meadow is a luxury retirement community nestled on the edge of the gorgeous Hampshire countryside. Only a stone’s throw from the historic village of Titchfield, it offers residents the choice of two and three-bedroom properties, each with access to flexible assisted living services for a worry-free retirement. Zest has been working with Friary Meadow for over 5 years (from pre-launch to present), helping them promote their retirement bungalows, houses, and apartments. Naturally, as a property seller, they compete with several major property developers and directories, all jostling for room on the front page of Google. These larger businesses tend to have deeper pockets when it comes to marketing spend, and during COVID, in particular, they simply increased their budgets to generate results. Friary Meadow didn’t have that option. Instead, they had to find a smarter way to scale. That gave us our objective: to increase the conversion rate for paid and organic users without increasing the budget. In other words, we had to make the most of what we had to convert more visitors. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/f7830148-78bd-4b2b-98b9-c96ee20e3b58/800x534strategy-02.png Friary Meadow - Strategy Central to our strategy was understanding our audience. If we were going to convince more of Friary Meadow’s prospects to enquire, we first had to know what made them tick. This part was easy, as we’d already put Friary Meadow’s visitors under the microscope with our guided Growth Mapper sessions. We knew that the vast majority were local, with a smaller percentage searching from further afield (likely looking to move closer to family in the area). And we also understood that the person doing the searching wasn’t always the potential resident, but instead an adult child, family member, or friend researching on their behalf. Added to this, we used heat-mapping software to carry out an in-depth analysis of Friary Meadows’ website content and user experience (UX). In doing so, we identified that users had to root around for the information they required, often clicking on things that weren’t clickable in a vain attempt to dig deeper. Armed with this knowledge, we knew we had to improve the structure, flow, and content of the property pages to meet audience expectations and improve conversions. Here’s how we did it. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/1f363358-4508-4377-8a0c-e1acf2119d2b/Friary+Meadow+Properties+-+Retirement+Village+in+Hampshire+UK.png Friary Meadow - Action The Friary Meadows website initially used category pages for each property type (bungalow/apartment/house). This provided top-level, general information yet failed to dive deeper into the individual property specifications and amenities. To address this, we optimised the website to include listings for each available property. The idea was to improve engagement and allow users to view detailed information without needing to visit Friary Meadow in person. It also brought the website more in-line with Friary Meadows’ competitors, offering the kind of photographs, floorplans, and descriptions found on traditional property directories — ultimately making comparisons easier. And, as an added bonus, we could now use these targeted pages to improve rankings for terms such as “retirement flat” or “retirement bungalow.” Putting these pages live was a collaborative effort between Zest and the Friary Meadows’ in-house team. We built the page templates, their team populated them with images and information, we optimised them further, and they put them live. Seamless. https://images.squarespace-cdn.com/content/v1/614af97fbbd450161023b2d4/b2aff39e-feb1-40f2-8d08-5d902bbfe52d/firarymeadow_results-01.png Friary Meadow - Results Our initial target was to increase the conversion rate for paid and organic users by 29.5%. At the end of the period in question, we almost doubled that, increasing paid and organic enquiries by 57%. We also saw some promising numbers as a result of our optimisations: 19.84% of all users visited the listings page; Time on site increased by 8.7% year-on-year; And bounce rate decreased by 16% year-on-year. 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