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209%
Increase in Potential Order Value
Sector:
  • Bespoke
  • Built Environment
  • Utilities
Services:
  • SEO,
  • Advanced Analytics,
  • Content Marketing,
  • Paid Advertising,
  • PR & Outreach,
  • CRO & UX,

The Client

Lanes for Drains is an industrial, commercial and domestic drain specialist with depots across the UK. Services include unblocking, jetting, cleaning, repairs, surveys and management.

The Brief

The overarching business objectives were to:

  • Increase the number of enquiries received via the website
  • Improve the order potential (revenue) of these enquiries
  • Raise brand awareness

To achieve these goals, we devised the ‘Fatberg Fighters’ educational campaign aimed at children, parents, teachers and the general public to teach them what can, and cannot be disposed of down drains.

The Execution

We created two lesson plans, which were delivered with teachers in a number of schools. These were added to a purpose-built educational resource onsite page (generating over 1,000 views to date) along with video content explaining the campaign.

We also ran a survey to generate newsworthy unique statistics about the issue, securing over 60 pieces of coverage.

Finally, we implemented a variety of onsite activities, which included:

  • Growing-long tail traffic through the provision of quality, long-form advice content.
  • Building new citations and correcting all inconsistent citations and directory details for individual depots to improve local visibility in the search results
Infographics
Posters

Awards

The Fatberg Fighter's campaign was recognised and celebrated as a finalist for the:

  • Most Effective Search Marketing Campaign category at the 2019 Effective Digital Marketing Awards
  • Best CSR Campaign at the 2018 Northern Marketing Awards

Our next campaign for Lanes, Sinner or Binner? was a finalist for the Northern Marketing Awards 2019. Find out we secured this nomination here.

Visit the Website

The Results

With all of the combined campaign activity, we successfully realised the target business goals by boosting website enquiries by 41%, year-on-year, which in turn increased the total order potential value by 209% .

In addition, the website saw a year-on-year increase in organic search traffic of 32% and the visibility of the top four target keywords improved dramatically with impressions increasing, on average, by over 50%.

209%
Increase in Total Order Potential Value
41%
Increase in Website Enquiries
32%
Increase in Organic Search Traffic