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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
Book a Chat
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
Rob James Headshot - Landscape wide angle

Rob James

Head of Delivery
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Sarah Sanderson

Head of Commercial Development
Mick Headshot

Michael Scanlon

Head of Paid Media
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Tom Cox

Paid Media Manager
Kieran Jones Headshot 2025

Kieran Jones

Paid Media Executive
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Sam Monaghan

Head of SEO
Isabella Howson Headshot - 2025

Isabella Howson

Technical SEO Manager
Levi Headshot 2025

Levi Clucas

Technical SEO Manager
Kerry McCarthy Headshot

Kerry McCarthy

Head of Content
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Kieran McLoone

Content Manager
Ben Howard Headshot - 2025

Ben Howard

Content Manager
Rosie Baker Headshot - 2025

Rosie Baker

Head of Client Services
Charlotte Breed Headshot 2025

Charlotte Breed

Senior Account Manager
Jo B Head shot

Jo Bareham

Senior Account Manager
Crystal Headshot 2025

Crystal Coates

Senior Account Manager
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Klaudia Chojnacka

Account Manager
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Dave Roscoe

Business Development Manager
Meet the team

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