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Len Lothian Storage - PPC, SEO & Conversion Rate Optimisation

Len Lothian u store - a local success store-y integrated marketing brings the rewards

Attacat Services Used: Pay-per-Click (Google & Yahoo), Search Engine Optimisation, Conversion Rate Optimisation

Len Lothian is a family-run business providing self storage and warehousing facilities within Edinburgh and Glasgow.

Len Lothian first approached Attacat to take over their existing pay-per-click account with Google AdWords to increase enquiry levels.

Back in early 2008, the site didn’t have any good organic rankings, with the highest ranking being position 46.

A new website was launched in November 2009 to update the look as well as adding the function to get a quote and reserve storage online, which the first site didn’t have.

Objectives

To generate cost-effective enquiries through pay-per-click advertising
To gain more traffic to the site by improving organic rankings in search engines
To increase enquiries and reservations by offering an online quote & booking option
To improving the online usability & conversion rate to increase enquiry levels

What We Did

Following successful results gained with PPC activity, Attacat then began search engine optimisation work on the site to gain better rankings in Google et al, and therefore increase traffic levels.

With a local SEO strategy, relevant, high-volume keywords were targeted through on-site optimisation as well as link building to increase Len Lothian’s online presence and improve rankings within the main search engines.

When the new website launched in 2009, Attacat carried out a Website Expert Review to identify any areas that required SEO, usability and conversion rate optimisation. Using goals and funnels in Google Analytics, focus was placed on improving the conversion rate of the online space calculator which is a key area in driving enquiries and reservations on the site.

What We Achieved

Within the first year, rankings for top search phrases such as ‘Edinburgh Storage’ and ‘Glasgow Storage’ had improved from positions 168 & 197 to positions 3 & 7 in Google search results.
Furthermore, after gaining first page rankings for the key search terms, Len Lothian’s organic traffic was almost doubled with around 45% of all organic traffic coming from these search terms and 55% coming from brand terms.
Through implementing the suggestions made by Attacat in the Website Expert Review, the conversion rate of the online space calculator saw an uplift of 100%, generating twice as many leads for Len Lothian.