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L&G Affordable Homes: Launching a new Shared Ownership brand

412% Conversion rate increase by Month 3

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"Footprint Digital helps with the continuous improvement of the appearance and positioning of web pages in organic search results, otherwise known as SEO. They also provide a strategic approach to the management of our PPC campaigns together with services to help improve website conversion optimisation. Footprint Digital are also extremely approachable when it comes to solving new digital challenges and working alongside other agencies to help with our other marketing requirements."
Nish Patel - Digital Marketing Manager

Legal and General are already market leaders in asset management, but they wanted our help to launch their new Affordable Homes brand, and become the UK’s leading online authority on affordable homes and shared ownership. 

They needed help with:

  • Differentiating the ‘Affordable Homes’ brand from their parent company ‘Legal and General’.
  • Gaining online visibility in a highly competitive area against big players like Barclays. 
  • Helping their target audiences understand what shared ownership is and combating misinformation. 

Footprint Activities:

The client’s website was a new domain separated from Legal and General, so our SEO strategy focused on three key phases to build its visibility, authority and client base. 

  1. Building a Framework – Research and data collection to pinpoint audience personas, key competitors, and valuable keywords to inform future campaigns. We also conducted SERP landscape analysis, and set up all necessary tracking using Google Tag Manager. 
  2. Building Foundations – Building core landing pages, optimising content with keywords, and writing location based content so that the client’s website would appear in search for different shared ownership locations. We also restructured the website to cater for popular location based search queries, and worked on content off-site such as Google My Business listings for shared ownership buildings.  
  3. Building Authority – We developed a content strategy and used link outreach and PR for content promotion and amplification. We also built a ‘shared ownership affordability calculator’ which helps people to work out if they can afford shared ownership.

Key Outcomes: 

  • Keywords have improved by over 9,917 places in SERPs. 
  • 11 Location pages are ranking on page 1 for “Shared Ownership” 
  • 588% Increase in organic traffic in the first 6 months
  • 412% Conversion rate increase by Month 3