Previously best known for their golf facilities, Crondon Park also wanted to be the go-to venue for weddings in Essex, and needed a new website and a really strong search marketing campaign to deliver a consistent level of enquiries.
Essex-based golf club and wedding venue
The venue was clearly well-regarded amongst its loyal guests, but was struggling to attract enquiries from new customers. This was largely because its presence in both organic and paid search channels could be enhanced significantly.
Many techniques used within Crondon’s existing digital campaign were virtually obsolete. The company’s social media accounts were not being updated regularly, and the website itself could be improved to encourage a higher volume of conversions.
With this in mind, our main objectives were to:
Increase the number of brochure downloads
Increase organic search positions and build exposure & engagement through social media
A STRONG FOCUS ON LOCAL SEARCH RESULTS
As many potential customers were relying on local search results when researching wedding venues, our technical SEO team set about improving Crondon’s map listings for high-competition search terms.
The company was ranking well for a range of medium-level, Essex-based search terms with a reasonable amount of monthly searches, but it was clear that to achieve a more impressive number of conversions, we needed to aim higher.
An analysis of Crondon’s link profile showed a strong bias towards their golf offering, and it was clear that we would need to balance this with some really strong links in the wedding space to show Google how trusted and popular they are amongst this audience.
A technical audit of their site showed similar results. We reviewed the design, structure and content to identify areas that might be affecting its search performance.
We realised that an overhaul of the site’s structure, navigation and content was needed, along with a solution to a major server error.
This led to a decision to create a new site with a better user experience, more stable hosting and an SSL secure site.
Growing Crondon’s presence on social media
Developing a comprehensive social media calendar, allowed us to put together engaging content to increase activity, as well as take into account all of the venue’s upcoming events, and promote open days.
Making Crondon Park’s AdWords account more cost-efficient
We reviewed Crondon’s existing Google AdWords account to identify key conversion times, using this data to develop a new scheduling structure and amend the client’s bid strategy for effective (and more affordable) ad targeting. Ads were set to appear within a 20-mile radius only, eliminating click wastage and paving the way for more valuable enquiries from the local area.
The ads themselves were also revised; altering the language to appeal to users with suitable budgets. All copy was split-tested, and remarketing campaigns were also implemented to increase conversions.
- 37% increase in clicks from local search
- 25 % increase in brochure download
- 20% Google AdWords click spend reduction whilst generating an increase in conversion
- 33% increase in Facebook likes and followers
- 55% increase in Instagram followers
- 30% increase in Twitter followers