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How did the project start?
The project began after Hillhouse Mortgages noticed their previously effective website was beginning to lose its rankings and ability to generate new customers.
After redesigning the website within the client's existing identity, Peacock Carter began optimising the site and looking in to potential methods to generate sales.
What options did you consider?
Pay per click was considered alongside search engine optimisation, targeting search engines' natural rankings, to give Hillhouse the upper hand in an increasingly competitive market for mortgages and insurance.
Options for targeted microsites for the pay per click campaign were also considered with the client, and adopted. Initial ideas for drastically different visuals across each section of the website, to highlight Hillhouse's various services, were dropped after consideration in order to prevent a more professional image to potential customers.
What help and expertise did you receive?
The entirety of the project was completed by Peacock Carter inhouse, utilising our knowledge gained after many years in the digital industry.
Did you face and challenges or learn any lessons?
Challenges included optimising pages well for both pay per click and natural SEO, and completing the website and its optimisation to a tight schedule to enable Hillhouse to take advantage of customers with extra time to search for a new insurance policy or mortgage over the festive period.
What are the outcomes and how has it improved your business?
Within an hour of launching the pay per click campaign, Peacock Carter's work had generated 2 qualified sales leads for Hillhouse, and our continuing efforts ensure sales leads keep coming.
In what is a very competitive market, Peacock Carter's work for Hillhouse may well have been the saviour of a business during tough financial times.
What are your plans for the future?
Continuous reviews of the SEO and PPC strategies are in place, allowing Hillhouse to keep on top of their competitors, literally.
The creation of a 'Hillhouse Insurance' website is being considered for the near future, to enable more direct targeting of insurance customers rather than mortgage customers.
