Helping Wain Homes Increase Its Traffic & Conversion Rates

Wain Homes is a leading UK housebuilder creating over 1,100 new build homes every year. Taking pride in ‘doing things the right way for people and their colleagues’, they sought the help of Hot House Digital to ensure their website was a welcoming open door for new visitors.

433%

Growth in the number of keywords ranking since Jan 2022

2.25%

Conversion rate, up from 1.06% in Feb 2022

121

Top 3 keywords ranked for, up from 13 in Jan 2022

The Challenge

Following another successful year in 2021, the client decided it was time to upgrade their website so that they could boost their online presence and drive business growth. They approached us to not only ensure a smooth transition, but also make them stand out from the crowd. The UK construction industry is an ultra-competitive market. Ranking for the relevant keywords is extremely difficult. To get ahead of the game, it was crucial to create website content that hit terms in a way that aligned with their helpful and open brand personality.

“Once we transitioned Wain Homes to a new website, we worked with them on a program to boost their ranking and conversions. As our work began to take effect, the online presence of the brand was transformed and their online performance has since gone from strength to strength.”

James Lockwood

Co-founder - Hot House Digital

The Solution

Migration & build support

Our role in the build and migration process was twofold. First, we worked closely with developers to ensure a seamless SEO friendly design, eliminating search engine blockers while ensuring the website showed strong user metrics. Secondly, we needed to transfer the rankings from the current website to the new version. Whilst the website was looking great, its content needed to level up if we were going to hit ambitious website traffic targets. With no time to lose, we got to work on optimising existing pages and building new ones. These spanned across different locations and developments as well as blog articles to showcase the company’s expertise in a helpful and accessible way.

Building conversions

Of course, it was also important to the client that most of the new traffic became new business. We devised a two-step plan to ensure conversions. This involved fixing obvious issues that presented usability blockers to visitors, before implementing a CRO campaign. This was designed specifically to drive continuous conversion rate improvement through a considered test and refine process. Over time, this led to a significant increase in both rankings and leads.

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Whether it's SEO, AI search, digital PR, content, analytics or CRO, getting you found and turning visitors into customers is what makes us click. Tell us a little about your goals and we'll show you how we can help your business grow beyond the search bar.

I’m James. Hello.

My background in marketing and PR started right after I graduated from Lancaster University. After working as a consultant at a national accountancy firm, I soon found where my passion was: SEO.

This passion was tested to its limits once Google rolled out its first algorithm update on poor-quality links. This was a big one. So big, in fact, that it meant the entire accountancy website was taken out of Google.

The agency that managed the SEO of the website was sacked, and it was up to me to remove the penalty that was losing the business tens of thousands of pounds per week. No pressure.

Over six months of intensive work, I got the penalty removed. The website was back owning the SERPS, and I was ready for the next challenge.

That’s when I became an SEO specialist at iProspect for some of the UK and Europe’s biggest brands. As well as working on additional Google Penalties and on all areas of SEO, my venture into digital PR meant securing one client a three-page spread in The Sun.

Three years on, I was SEO Lead for Thomas Cook and Pets At Home, growing their annual organic search revenue to over a quarter of £1 billion for the former.

I met Patrick and it was love at first sight on the train into work. We talked about developing an offer that could really work with clients to grow their businesses. Countless late nights, long weekends and much coffee drinking later, we had a plan. We launched Hot House Digital. The rest is history.

Hi, I’m Patrick.

It was a pretty winding road that led me to launching Hot House Digital. And that started with telesales. Not a job for everybody.

After completing my Master’s in creative writing, I took an internship at a surveyor company.

They set up a directory for surveyors and my job was to write punchy web copy. I basically smashed out article after article on industry topics to help them rank higher on Google.

Despite not knowing it at the time, I was doing hardcore SEO. And I absolutely loved it.

Fast forward a few years (which included a year of teaching English in South Korea), and I became an SEO Manager at iProspect in Manchester. It was here that I got to know James, Hot House Digital Co-Founder.

We both wanted something ‘more’. Sure, the work was enjoyable – and we were great at it. But we missed being close to the clients – you guys.

Eventually, the opportunity to do some work for a specialist food marketing agency arose. Our second client soon followed, and after months of working evenings and weekends, we were ready to launch full time.

Good things come to those who wait. And apparently, also to those who work in telesales.

Fair play, but just in case you’re on the fence, here’s how our services can drive big successes for your brand.

SEO

If you’re not getting the results you want, it’s because your customers can’t find you. Rank high in the SERPS and get ahead of the competition with our 360 approach to search optimisation.

Content

Gaining consumer trust calls for authentic content that offers true value to audiences. We’ll dive into trending topics and keywords to ensure every page makes people want to stick around.

Digital PR

One of the biggest drivers of organic search visibility is links, and we know how to build them. Showcase your expertise on the very best online publications with our strategic PR campaigns.