Construction marketing for Abell Building Services

The client: a renowned local builder

Abell Building Services is a building company based in Loughborough. Although based in the town, the renowned builders operate throughout much of Leicestershire, offering everything from loft and garage conversions through to bathroom and kitchen fittings.

The challenge: improve online presence 

Abell got in touch with Ideal Marketing Company when they wanted to improve their online presence. Abell was not ranking for any of the worthwhile search terms and had very little traffic coming through to their dated website.

The building company’s owners were looking to capture more traffic and new customers.





The solution: a new website and SEO strategy

Our work began by creating a new mobile-optimised website that fit with the company branding.

All of the content from Abell’s previous website was optimised and transferred over and, before making the website live, speed optimisations were made and Google Analytics tracking code was added.

Our SEO research determined that Abell was missing a big opportunity in not capitalising on the large number of people found to be searching terms relevant to their services. For terms such as ‘builder in Loughborough’, ‘loft conversion Loughborough’ and ‘kitchen fitters Loughborough’, Abell’s competitors were currently receiving all of the traffic as Abell wasn’t visible or competing.

Following the creation of the website, The Ideal Marketing team set about creating an SEO plan that included a keyword report and content plan that endeavoured to capture more traffic and new customers through search engines.

Ongoing work involved writing blog updates, checklists and service pages that aligned with the keyword list and outreach to gain backlinks from trustworthy sources.

The results: a 1,457% increase in organic traffic in 1 year

Our SEO work resulted in drastic improvements in organic traffic.

 A year on from tracking, organic traffic to Abell’s website had increased by over 1,457% and another year later it rose by a further 84%!

After one year of content optimisations and technical fixes to the website, 26 of the 54 keywords were now appearing on the first page.

These visitors came through to a mixture of service pages, blogs, checklists, and case studies that had been written and optimised by The Ideal Marketing Company.

With more website visitors being captured by our SEO efforts, it was important to look at how visitors were behaving on the website and make alterations to increase conversions. Since implementing the recommended user experience edits to increase conversions, the number of people visiting the contact us page for a quote has increased by over 30%, too! 

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