Integrated approach drives 41% organic growth for award-winning estate agency
Full-service online estate agency increases leads by 56% through key page overhaul
Founded in 2007, online estate agency Housesimple offers a refreshing approach to moving: freeing sellers from hefty commission fees and offering a no sale, no fee guarantee. From valuation guidance to hosted viewings and negotiation, the award-winning agency provides full management of sales all the way through to completion.
Housesimple is the UK’s 2nd largest online estate agency but was trying to keep pace with sharp growth from its competitors in a hotly contested market. With limited internal technical resources and some pressing site quality issues to address, Builtvisible was brought in to deliver a 12-month bespoke blueprint to increase visibility and traffic.
To ensure Housesimple was spending time and money on work that would improve channel performance we executed two foundation consulting projects – opportunity sizing and a technical audit – to build an on-going roadmap of activities focused entirely around rapidly generating ROI.
The results of our audit revealed a series of issues impacting the organic visibility of the website. Low-quality and near-duplicate pages were harming the site’s performance and an unnatural link profile presented a risk to future success. We removed over 73,000 thin and poorly targeted pages and disavowed a raft of risky links.
Content-less link building
Our next step was to initiate a content-less link building strategy to help drive targeted links to the site. We began with a programme of high-quality link reclamation. Wildly successful, we capitalised on Housesimple’s previous brand coverage to drive 25 high quality links back to the site with minimal investment in time and spend.
Addressed quality issues
One of the key growth opportunities we discovered through our Opportunity Sizing process was the ‘How to sell your house online’ page.
Sitting at the heart of the conversion path, this page had a strong backlink profile but was under-performing both in terms of rankings and conversions – it was time for an overhaul from the ground up!
Employing an integrated approach across our specialist SEO, content and creative teams we revamped the page across the board.
Copy was rewritten to better serve visitors and search engines alike, guiding prospective customers through the process with a clear step-by-step approach. This ensured that a broader, more conversion-focused searcher intent was catered to and targeted correctly through key on-page elements.
Simultaneously, our creative team got to work on turning a stale, off-the-shelf page template into the engaging conversion touch-point it should be. Due to an ongoing brand refresh and strict grid requirements, our designers and developers worked closely with Housesimple’s in-house team to ensure that what we delivered was perfectly aligned with the expectations of the brand.
After careful thinking about the best way to communicate the page’s core messages and guide users toward conversion, the outcome was a completely new design in terms of structure, layout, imagery and iconography.
The revamped ‘how to sell your house online’ page saw a 44% uplift in visibility for our target keywords and a 51% increase in organic page views – all within two days of launch! The more user-centric and conversion-focused page also saw an impressive 56% increase in conversions for users booking home valuation requests with Housesimple.
Following removal of the large-scale low-quality content, the brand saw ranking improvements for the remaining URLs within the /house-prices architecture, with the site ranking for an additional 112 new keywords following the changes. Visibility for the top level /houses-prices landing page has also benefitted from a 16% increase for selected keywords.
Overall, our performance-led approach saw a 41% rise YoY in traffic and conversions for the award-winning online estate agency.
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