Arb & Grounds are a family run garden & grounds machinery sales, repairs and servicing centre based in Derby. They’re also the largest supplier of lawnmowers, ride-on lawnmowers, strimmers and brushcutters, chainsaws and arborist equipment in the local area.
With several other local businesses offering the same products and services, it was vital for Arb & Grounds to stand out and be positioned as the local go-to experts.
The content on their website didn’t reflect their expertise and ability. They do regular work for people like The Environment Agency, The National Trust and Belper Town F.C. and potential customers don’t know about this. As a young business relative to their industry, Arb & Grounds struggled with exposure and despite being based in a city, they needed help to promote themselves and work towards becoming a household name within Derby.
Having a website was only part of the solution to getting extra customers through the door; they weren’t ranking for any of their target keywords, which in turn meant that they weren’t getting any traffic to their website.
They needed specialist help
For this project to be a success, it was going to be measured by three main metrics: extra revenue generated, organic traffic and keyword rankings.
We conducted a comprehensive SEO audit of Arb & Grounds’ site that examined:
The audit identified multiple issues and recommended the following action items:
We were able to split customers into user groups, identifying their key motivations, triggers and shopping habits of each. We achieved this by looking in Google Analytics, analysing historical sales data as well as interviewing past customers.
Knowing this information enabled us to hit the ground running and create some PPC campaigns to help Arb & Grounds gain the traffic they needed in the short term. We also paired this with a simple Facebook retargeting ads campaign.
Finally, in order to earn more backlinks, Arb & Grounds would need to create new ideas and content regularly to fully develop their site. We handled the entire process and through research identified quality material that would efficiently achieve this goal.
Changes were made within the first couple of months to reflect Arb & Grounds’ expertise within their industry through testimonials from local authorities they have worked with, including The Environment Agency, The National Trust, Belper Town F.C., Edgbaston Priory and Rowlatts Hill Primary Academy.
Implementation of the technical SEO audit gradually increased the site’s organic traffic month-over-month in combination with strategic links gained from The Arboricultural Association, Service Dealer, Etesia UK and British Agricultural and Garden Machinery Association.
Over the course of a year we helped Arb & Grounds gain extra exposure through features on quality sources like BBC Radio Derby, ITV Central, BBC TV East Midlands Today and Derby Telegraph. This lead to Arb & Grounds having more than 50+ brand mentions across different mediums.
We helped Arb & Grounds realise the importance of collecting customer reviews and have since amassed 20+ reviews across Google My Business and Facebook.
There was a noticeable influx in domestic customers with the most trade coming via commercial/B2B.
With the increased footfall, two additional staff members were hired to facilitate demand.
As a result of the campaign, year-over-year organic traffic sky-rocketed by an incredible 553%.
Arb & Grounds finished their financial year having generated an extra £100k in turnover which continues to grow and reflects a good return on investment.
Contrast did a fantastic job of helping us get more customers through the door.
We’ve been rushed off our feet as we’ve not had this many customers to deal with before; which is fantastic.
Work with Contrast to optimise your website and create a digital marketing plan that will deliver real results for your business.