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How Clear Messaging + Smart SEO = 200% More Conversions

Client: Workplace
Industry: Facilities Management
Services Provided: Message House, SEO Audit, Content Audit, SEO Retainer

Workplace provides customised FM solutions for national multi-site clients. They’re passionate about redefining the FM industry by prioritising their staff and championing future-focused practices.

They came to us because their website wasn’t pulling its weight in representing what they offered, and so wasn’t delivering the leads they needed through search. First and foremost they needed a messaging workshop to nail their offering, and then an SEO strategy that worked for their budget and team.

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THE RESULTS

Measuring the impact

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Organic traffic increased by 473% YoY

Our holistic review of the website as a whole identified the areas most likely to see results. This organic growth translated directly into increased brand awareness and lead generation for Workplace.

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The number of ranking keywords grew by 243% YoY

Workplace are now ranking for 79 industry-relevant keywords compared to 23 keywords at the start of our engagement. This is a great springboard for them to continue to expand their organic reach.
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Conversions increased by 200% YoY

The strategic implementation of SEO best practice despite budget constraints has assisted users more effectively along the conversion funnel. All measured so we can quantify what channels are bringing in leads.

WHY + HOW WE DID IT

Growing strong and healthy

The primary objective behind our collaboration with Workplace was to nail down their messaging so the website could properly represent the company, and then maximise their SEO potential within a modest retainer budget. By focusing on a high-impact, considered strategy that was able to be delivered in partnership with the in-house team, we aimed to deliver measurable growth in organic visibility and lead generation.

We worked with the in-house team to concentrate the business messaging, ensuring everyone was happy with the final outcome. This was then factored into the SEO audit to discover new opportunities.
We targeted key sectors within Workplace’s market. Through information gleaned in the messaging workshop, comprehensive keyword research, and competitor analysis, we developed focused content that addressed specific industry pain points and showcased relevant expertise, improving search visibility for high-value commercial terms.
We updated pages to better align with search intent and business offerings. We restructured and re-optimised existing content, reviewed and implemented better internal linking. This improved search engine understanding and user engagement across all core service pages.
We reviewed individual post performance to create clear topic clusters and reduce the size of the blog. This reorganisation enhanced topical authority, improved internal linking opportunities, and made valuable content more discoverable to both users and search engines, ultimately boosting overall website credibility.
These foundational elements supported all other optimisation efforts and ensured search engines could effectively index and rank the improved content.
As with all our retainer clients, ongoing monitoring and reporting of trends or issues appearing meant the website could be kept healthy.

Thank you for your work on the updated web copy for our website. The content is engaging, communicates our services, values, and approach effectively, and we appreciate the focus on our core principles."

REBECCA Meeuwissen, MARKETING MANAGER, WORKPLACE

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To wrap it all up

This partnership demonstrates how strategic, focused SEO work can deliver significant results even with limited resources.

By prioritising high-impact activities and ensuring optimisation fundamentals weren’t ignored, we’ve established a strong foundation for Workplace’s continued organic growth.

Ready to get to the heart of your website’s performance?

By focusing on foundations and prioritising areas of strategic importance, we can deliver measurable results even on modest budgets. Contact us today to discuss how we can help your business achieve similar growth.
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