" />Key Retirement Solutions
Established in 1998 Key Retirement Solutions is the UK’s leading independent equity release adviser. A multi award winning company Key has helped over 550,000 customers safely release over £1.3 billion in home equity.
Limitations in their Content Management System (CMS) and slow response times from their incumbent digital agency meant Key couldn’t be dynamic in their operation which was essential for their marketing activities. Coupled with technical limitations in the site’s SEO capabilities and issues with enquiry routing meant overall the site was not performing at the level it needed to be.
Performance was dropping on an under-serviced pay per click (PPC) account and organic ranking positions were declining. In Early 2010 Soap Media were invited to tender for the website, SEO, PPC and affiliate contract. We pitched an outstanding strategy that helped us win the business over eight digital agencies including the biggest in Europe.
Our Response
By migrating the Keyrs.co.uk site to WordPress, we freed them from the limitations and subscription of its previous ‘agency owned’ CMS. This future proofed the Keyrs.co.uk site as WordPress has a strong development community and is constantly evolving. It also allowed Key to own their CMS outright and to be free from the restriction and subscription of the agencies CMS. During the migration, we implemented a variety of code fixes and improvements in regards to on-site SEO, enquiries and form management. This empowered Key 100% to create and manage every aspect of their site as well as making the site SEO friendly and keyword rich.
On taking over their pay per click campaign we discovered a number of issues in what was a poorly structured campaign. We had to rebuild the account in stages to ensure we didn’t lose any past performance data and quality score that had built up. We set up A/B testing for ad messages and landing pages and created tighter themed ad groups and a more logical structure with a broader variation of expanded terms.
We expanded the sites reach by analysing their market report and closely matching their target demographics on the display networks, social media and mobile platforms. In order to maximise their budget we mapped their business trends hourly, weekly and yearly to ensure we were more aggressive when leads are more abundant.
Using the keyword conversion data from the pay per click campaign we created a link building strategy to improve organic ranking on high converting keywords and the overall authority of the site with the search engines. This has seen Key move up the rankings on all the desired keyword phrases, most notably from position 14 to position 1 for their main target keyword ‘equity release’.
The Result
The staff at Key have gained greater flexibility and control over their website content and analytics. It has allowed them to be more reactive in their marketplace, and has enabled them to more accurately measure the impact of any changes made to the site.
- A more manageable, SEO friendly website with no subscription fees
- Hugely improved search engine rankings on high converting keywords
- Extensive keyword management as well as on-site conversion page optimisation has lead to a 5% increase in conversion rate and a 6% decrease in the average cost per conversion
- Average daily leads have increased by 425%
- Improved landing pages decreased bounce rates by 20–30%
- An increase in the number of relevant keywords in the account and advertising on the display network saw an 822% increase in ad impressions and a 229% increase in traffic.
- Refining and developing better ad creative’s lead to a 8% increase in the ad click through rate
What They Say
Soap Media produced a website that not only looks fantastic and was developed and maintained professionally, but also, more importantly they produced outstanding results in terms of generating new leads. A truly excellent service and we are greatly appreciative of the support and help given so far. Thanks so much, it's good to actually find a company that do what they promise in the pitch.
Chris Millington
Head of Marketing
Services Provided
- Web Design
- Web Development
- Pay per Click
- SEO
- Email Marketing
- Affiliate Marketing
Do you have a project you want to discuss?
Now you have read how we have helped Key Retirement Solutions with their website and online marketing why not get in touch so we can discuss your project.
