Navy mortgage calculator images from L&G affordable homes

Case Study

L&G Affordable Homes

Home / Our Work / L&G Affordable Homes

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

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.

Digital Marketing Audit

Digital Marketing Strategy

Tom Bowden

CEO

Digital Marketing Strategy

Search Engine Optimisation

Site Build Support

Website Migration Support

Chris Ainsworth

Technical Director

Charlotte Black

Head of People

Digital Marketing Strategy

Rosie Baker

Head of Client Services

Pay Per Click Advertising

Search Engine Optimisation

Website Copywriting

Website Migration Support

Site Build Support

Rob James

Head of Delivery

Digital Marketing Audit

Sarah Sanderson

Head of Growth

Website Copywriting

Kerry McCarthy

Head of Content

Simran Kabotra Head shot

Website Copywriting

Simran Kabotra

Content Manager

Website Copywriting

Kieran McLoone

Content Manager

Digital Carbon Footprint Audit

Digital Marketing Strategy

Alex Eade

Marketing Manager

Pay Per Click Advertising

Digital Marketing Strategy

Michael Scanlon

Head of Paid Media

Digital Marketing Strategy

Search Engine Optimisation

Site Build Support

Website Migration Support

Sam Monaghan

Technical SEO Lead

Digital Carbon Footprint Audit

Search Engine Optimisation

Site Build Support

Website Migration Support

Joe Ketteridge

Technical SEO Manager

Digital Marketing Strategy

Tom Cox

Relationship Manager

Digital Marketing Strategy

Freya Hetherington

Relationship Manager

Jon Maddams

Partnership Development and eCommerce Specialist

Digital Marketing Audit

Dave Roscoe

Business Development Manager

Digital Marketing Strategy

Charlotte Pooley

Relationship Manager

Digital Marketing Strategy

Jo Bareham

Relationship Manager (Maternity Leave)

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