The challenge
The business had established experience and a strong local customer base, but its digital presence did not consistently appear for high-intent searches.
The Google Business Profile required optimisation and the website had limited service-location content.
The objective
Increase visibility for relevant local searches and convert more local visitors into calls, quote requests and enquiries.
Our strategy
We focused on three connected areas:
- Google Business Profile optimisation
- Website-level local SEO
- Conversion optimisation
We prioritised genuine service and location relevance instead of producing large volumes of low-value location pages.
Services involved
- Local SEO
- Google Business Profile optimisation
- Local content
- On-page SEO
- Conversion rate optimization
- Analytics
Implementation
We:
- Audited the Google Business Profile.
- Reviewed business categories.
- Improved profile information.
- Optimised service descriptions.
- Reworked priority local landing pages.
- Added relevant location content.
- Improved internal linking.
- Reviewed local citations.
- Strengthened calls to action.
- Improved enquiry forms.
- Established local conversion reporting.
Optimisation
Local visibility and enquiry performance were reviewed throughout the campaign.
Pages generating impressions but fewer enquiries were assessed for content relevance and conversion friction.
Google Business Profile activity was also reviewed alongside actual calls and enquiries rather than treated as the sole measure of success.
Results
During the campaign:
72% increase in local conversion rate.
29% reduction in cost per qualified enquiry.
67% increase in qualified local enquiries.
Key learnings
- Local visibility and website conversion performance need to work together.
- Local SEO reporting is more meaningful when visibility is connected to actual enquiries.
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