WHO THEY ARE
Aren Heating and Plumbing are a growing heating and plumbing company located in South London. When we first started working with them, they were operating from Croydon but have since relocated their office to a dedicated facility in Kennington.
They are a professional company who are making strides across the South London area and are now venturing into central London, particularly the Kensington, Chelsea and Westminster areas. They have a large and happy customer base, and this is reflected in their vast number of five-star Google reviews.
WHAT THEY DO
Aren cover the full range of heating and plumbing services from boiler installs, repairs and servicing to bathroom replacements, leaking taps, resealing, to name just a few. They are also able to undertake several services for landlords including gas safety inspections and then issuing the relevant documentation and certificates.
Copyright: Aren Heating & Plumbing
WHAT THEY NEEDED
When we first started working with Aren, they had all the core components needed such as: a website, social media profiles and even pay per click advertising. However, none of it was particularly well optimised and so was not returning the results it should.
Their website, for example, was built using two different developers and the layout between pages differed hugely, which did not make the experience for the end user at all coherent. In addition, there were several display issues and the utilisation of backlinks from unreliable sources. The content itself was okay, but the pages had not been set-up correctly with optimised content or target meta information.
They reached out to Calibre as they were in need of assimilating all the information and producing a cohesive marketing campaign that worked.
WHAT WE DID FOR THEM
One of our first actions was to re-produce the entire website. All of the previous web pages were built using a website theme that required hours and hours to edit just a single page. Therefore, Calibre re-created the pages using a modern and optimised theme builder whilst maintaining the original design and feel. This allowed for new pages to be added in considerably less time.
We also spent a great deal of time carrying out keyword research into their various services and re-wrote the on-page copy to be hitting the targeted terms more often. Similarly, we went through and added targeted meta titles and descriptions to all existing pages.
In addition, to facilitate growth and help target additional services and terms we produced a series of new pages, continuing to do this on an ongoing basis with two new pages added per month. The new pages further targeted existing services as well as being in place for newer services that Aren now offer. The constant and ongoing expansion of the site provided further information to the user as well as helping to ensure the site is displayed for the full range of services.
Further to the website updates and improvements, we also completely re-created their PPC (Pay Per Click) programme with brand new campaigns, ad groups and ads based on the keyword research analysed. The updates to the account had a win-win effect with impressions and clicks up, whilst cost per click and conversion was significantly lower. We also significantly improved the natural optimisation to bring ‘free’ enquiries.
There have also been several other activities that we have undertaken or are still doing ongoing for Aren. These include setting up digital newsletters and sending out tailored mailings to landlords, etc. Creating engaging and topical blog posts and sharing these on the website as well as across the social media platforms.
Copyright: Copyright: Aren Heating & Plumbing
WHAT WAS ACHIEVED
Following the recreation of the website, the visitors to the site began to climb and continue to do so. A near 400% increase was achieved from when we first started activities. Similarly, average monthly impressions on ads grew by 1,328% whilst the average cost per click decreased by 48%.
We also continued optimising and adding additional relevant content to the website. We also increased their positioning in the local area. This had changed a couple of times and meant we had to alter the focus and direction on both the website and the pay per click advertising.
We strongly believe our input had a significantly advantageous effect on the operations and growth at Aren Heating and Plumbing with the continued input from the crew at Calibre outperforming the local competition.
Please feel free to look at their website for further information or take a look and follow their LinkedIn page for regular updates.
Calibre Marketing takes pride in great results like these achieved by our clients. Please contact us for further information and to discuss a cost-effective campaign. The Calibre crew is standing by, ready to get you into the air and flying high.
