Case Study

L&G Affordable Homes

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L&G Affordable Homes

Launching a new Shared Ownership brand.

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.