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Navy mortgage calculator images from L&G affordable homes

Case Study

L&G Affordable Homes

Home / Our Work / L&G Affordable Homes

Footprint Digital helps with the continuous improvement of the positioning of web pages in organic search results... they 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

L&G Affordable Homes

Launching a new Shared Ownership brand.

Jobs in South East England

Dates

2021-Present

Key results

  • 412% conversion rate increase by the third month.
  • 51% increase in contact submission forms year on year.

Services

  • Search Engine Optimisation
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Our Pricing

About the client

Legal and General Affordable Homes provide affordable housing options across the UK.

The project brief

The client wanted to establish the ‘Affordable Homes’ brand as the UK’s leading online authority on affordable homes and shared ownership, differentiate from the parent company ‘Legal and General’, gain online visibility against competitors like Barclays, and educate audiences about shared ownership.

Our approach

Our strategy for the new website focused on three phases:

  • Building a Framework: Conducted research, identified audience personas, competitors, and keywords, and set up tracking using Google Tag Manager.
  • Building Foundations: Developed core landing pages, optimized content with keywords, and created location-based content to improve search visibility for shared ownership locations. Restructured the website for location-based queries and optimized Google My Business listings.
  • Building Authority: Implemented a content strategy, conducted link outreach and PR for content promotion, and introduced a ‘shared ownership affordability calculator’ to assist users.

In 2024, the content strategy has primarily involved creating Home Hub content that acts as an informative how-to for everything Shared Ownership. This has lead to their most important long tail keywords seeing vast improvements in online visibility- for example ‘what is Shared Ownership?’ has moved up the rankings by 51 positions, and ‘how to save for a house deposit?’ has moved up by 43 positions, making it much easier for people using these keywords on Google to find the Legal and General Affordable Homes website.

The results

  • Keywords improved by over 9,917 places in SERPs,
  • 588% increase in organic traffic in the first six months,
  • 412% conversion rate increase by month three,
  • 60% increase in website user engagement year on year,
  • 51% increase in contact submission forms year on year.

Meet Our Team

Meet the people who deliver digital success for clients such as Legal & General Affordable Homes.

Tom Bowden Headshot - landscape wide angle

Tom Bowden

CEO
Chris Ainsworth Headshot - landscape wide angle

Chris Ainsworth

Technical Director
Charlotte Black Headshot - landscape wide angle

Charlotte Black

Head of People
Rosie Headshot

Rosie Baker

Head of Client Services
Keeley Alvarez Headshot - landscape wide angle

Keeley Alvarez

Head of Client Services (Maternity Cover)
Rob James Headshot - Landscape wide angle

Rob James

Head of Delivery
Sarah Sanderson Headshot - landscape wide angle

Sarah Sanderson

Head of Growth
Kerry McCarthy Headshot

Kerry McCarthy

Head of Content
Simran Kabotra Head shot

Simran Kabotra

Content Manager
Kieran McLoone Headshot - landscape wide angle

Kieran McLoone

Content Manager
Alex Eade Headshot - Landscape wide angle

Alex Eade

Marketing Manager
Mick Headshot

Michael Scanlon

Head of Paid Media
Sam Monaghan Headshot - landscape wide angle

Sam Monaghan

Technical SEO Lead
Tom Cox Headshot - landscape wide angle

Tom Cox

Paid Media Manager
Freya Headshot

Freya Hetherington

Relationship Manager
Klaudia Chojnacka Headshot - landscape wide angle

Klaudia Chojnacka

Relationship Manager
Jon Maddams Headshot - landscape wide angle

Jon Maddams

Partnership Development and eCommerce Specialist
Dave Roscoe Headshot - landscape wide angle

Dave Roscoe

Business Development Manager
Charlotte Pooley Headshot - landscape wide angle

Charlotte Pooley

Senior Account Manager
Jo B Head shot

Jo Bareham

Relationship Manager
Meet the team

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