UK Surfacings

UK Surfacings are a surfacing company operating in and around London. Since we built them a responsive website, and implemented an effective SEO strategy, visits have increased by 43% and conversions have increased by 75%.


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The challenge

When UK Surfacings first signed up with Adtrak, the site was in need of a revamp and conversions were not at a level that the client was happy with. With print media being a large source of business, they wanted to make the transition into digital media to help modernise their business and increase conversions at the same time.

In 2015, the client signed up for a fully responsive site, in order to make the most of visits from users using phones, tablets or even smaller browser windows. The client was happy with the overall design of their existing site, but wanted to move to a responsive design. The very idea of a responsive website is to help bring business’ online presence into the modern day, removing the need for mobile versions of sites and ensuring a smooth, user-friendly interface that is optimised for the smaller screens of mobile devices.


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The strategy

Following the development of a responsive site, we implemented a focused Search Engine Optimisation strategy for their targeted locations and keywords. Our Internet Marketing department worked to build links and citations for the site across the internet, as well as maintain them, in order to increase the site’s SERP (search engine results pages) rankings.

The site’s Google Maps listing was optimised to help increase its visibility and ranking, which can contribute significantly to improved local results. In addition, the site has a blog that is updated with monthly articles, written about subjects in the surfacing and landscaping sector, with traffic from the blog accounting for 20% of the overall site traffic.


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The results

From 2014 to 2015, UK Surfacings’ rankings have grown by an impressive 86 positions on Google and 1425 positions on Google Local. They now rank within the top six for a number of competitive search terms, including ‘road surfacing UK’, ‘road surfacing London’, ‘surfacing London’ and ‘surfacing contracts UK’. They also rank first organically for ‘road repairs London’, which is a fantastic result for the company.

In addition, since the refined SEO strategy was implemented, visits have increased by 43% and conversions have increased by 75%.

Similarly, their paid marketing campaigns saw an 18% conversion rate from paid ads.


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The future

The results of the relationship between Adtrak and UK Surfacings have been very positive, with the site’s conversions and leads increasing year on year. The site now ranks highly for a number of key search terms, including ranking at the very top of the organic results for certain local searches. Going forward, UK Surfacings are hoping to consolidate their place in the market, building on the conversions received and expanding the business to help them accommodate more customers and projects in the coming months and years.


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