How Yorkshire Escapes seen a 300% increase in enquiries per day
Yorkshire Escapes boasts a portfolio of beautiful handpicked holiday lettings alongside a comprehensive management service for holiday homes in Yorkshire.
Yorkshire Escapes face significant competition meaning a strategic marketing plan was crucial to stand-out in this luxury market.
It’s important businesses go the extra mile to stand out in a highly populated crowd. Creating a strong brand is imperative to not only grab but retain your audience’s attention.
Victoria remained hands on throughout the entire process creating a unique and personal brand. At Infoserve we take pride in our agility; no two projects are the same, allowing customers to be as hands-on or hands-off as they desire.
What did we do?
- Branding & Logo Design
- UX/UI Design
- Web Design & Development
- Managed PPC Campaign
- SEO
The results
| 300% | 202% | 17.11% |
|---|---|---|
| Increase in enquiries per day | Return on ad spend | Average click through rate |
| Infoserve tripled the enquiries from two every few days, to 20 per day. | Helping Yorkshire Escapes to rapidly grow their portfolio. | Far outperforming the Google average (2%) for ad CTR. |
"Infoserve increased my enquires from two, every few days, to twenty each day"
Victoria (Owner, Yorkshire Escapes)
How did we do it?
Branding & Logo Design
- Researched target audiences and competitors.
- Capitalised Unique Selling Points.
- Developed audience and brand personas.
- Created a brand story.
- Pin-pointed clear brand missions and values.
- Selected brand colours using colour psychology.
- Picked out website and logo fonts to suit their visual style.
It’s important businesses go the extra mile to stand out in a highly populated crowd. To do this, they need to invest in creating a strong brand that will not only grab but retain people’s attention.
Victoria was very involved in the process, as she still wanted to have her own personal stamp on her brand. At Infoserve, we work very closely with our customers to ensure they get a very personal experience; being as hand-on or off as they desire.
Web Design & Development
We design and develop websites to generate more customers, for Yorkshire Escapes we:
- Used Google Analytics to discover how customers were interacting with the website.
- Redesigned the website to be more responsive to customer needs with an easy to navigate and attractive design.
- Added an on-site customer-focused search-function.
- Embedded an easy-to-use content management system so Victoria can add/update listings when needed.
- Ensured on-site SEO (Search Engine Optimisation) was fully optimised to ensure the site was visible to local customers on the SERP (Google Search).
- Made the website attractive and accessible on every device.
- Streamlined the site with ultra-fast loading speeds.
- Compiled the website with search engine updates so customers could reach the business with ease.
- Gave visitors an easy user experience with call-to-actions based on UX/UI Design.
It was important to Victoria, and us, that the website functionality was really clear and easy to use so that customers can find exactly what they are looking for without having to delve too far.
SEO
Due to the outstanding competition it was crucial to optimise a strong SEO strategy in order to be found on the SERP (Search Engine Results Page), especially in the market of large luxury houses.
Our results-driven search engine optimisation consisted of searching and identifying the right keywords to optimise the website and campaign for targeted traffic.
We continue to:
- Review and optimise elements on the website, such as meta tags, URL structure and content.
- Report on performance and alter our ongoing SEO Strategy to suit.
- Create and publish content marketing articles on a monthly basis based on searched terms.
- Create high quality, authoritative backlinks to the website from credible domains across popular blogs and directories.
Managed PPC Campaign
Once the website design was complete, we ran a managed PPC Campaign which resulted in triple the enquiries from two every few days, to 20 per day.
Implementing paid search provided:
- More visibility and traffic (Yorkshire Escapes showed near the top of the SERP when potential customers were browsing)
- Highly interested prospects (Paid search ads target specific queries so targeted customers already looking for a holiday homes in Yorkshire)
- Detailed Google Analytics (Paid ads allowed us to see where potential customers were geographically located, what devices they were using, which pages they visited, how much time was spent on the site)
Paid search advertising was a valuable strategy to generate brand awareness, leads and sales, but when paired with optimised post-click landing pages, these ads reached their full potential.
"Infoserve has been amazing from start to finish. I couldn't recommend them enough. Before I started working with them I just had a couple of properties on my website. Fast forward 2 years and our business is flying with over 20 properties and we're now looking to expand nationwide!"
Victoria (Owner, Yorkshire Escapes)
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