Customers pour in for plumbing business with Digital Access

Solution

Unity began by creating a bespoke website that promoted the specialist services Avon Water Services offers to their clients with engaging calls to action, and emergency contact details, as many customers will need to get in touch quickly. As the website is the dominant digital vehicle, this needed to be built to the highest of SEO standards baked-in to enable the swift initiation of SEO on and off-page marketing. 

Whilst the website was in progress, we formulated a marketing plan, that pushed the site and services out to as many people as possible in the local area. To do this, we configured a PPC campaign and SEO content strategy to target both long-term and immediate exposure approaches, with PPC enabling us to assign a media spend budget to appear at the top of the search engine in the ‘sponsored’ results.

Two and a half years later, Avon Water Services are in an even stronger position with leads to the business, with an increase of over 1,866% conversions from our digital marketing efforts since the beginning!

As the data from our PPC campaigns was accumulated, we began to migrate the keyword strategy across to SEO, taking the highest converting keywords from PPC campaigns and creating high-content landing pages and blog articles to optimise the website for organic traffic and search engine rankings. CRO was also introduced along with content marketing strategies.

As a result, the website now attracts more users via the organic channel than PPC and is a fantastic example of how PPC campaigns, and the data achieved from them, can influence the strategic direction of organic acquisition of users.