Summary
Butco are an energy and home services company based in Birmingham, providing boiler, central heating, and electrical support to customers across the West Midlands.
Through a team of fully qualified Gas Safe engineers and a 24-hour phone line to report boiler issues, Butco provide an expert service to thousands of homes around the region.
They have built a strong reputation on the personal aspect of their service, providing a faster and more individually tailored service than their nationwide competitors.
The Task
The Butco team were looking for an integrated digital marketing agency to help them create and build a new website which would generate increased leads, and result in new clients.
The first step was to wireframe and design a functional yet visually appealing website that would provide Butco’s audience with access to information on their extensive range of services. In doing so, we identified that Butco could benefit from a robust and effective SEO strategy that would target relevant and active keywords to help customers find Butco on Google.
We also set up analytics and heat mapping software to allow us to make further changes to the website based on customer preferences and behaviour. This resulted in the restructuring of certain pages, the implementation of clear buttons, and the careful management and regular addition of fresh content to the site.
The Results
The initial website design was a success, and the client was delighted with the layout, colouring, and functionality of our wireframes.
Our priority was to ensure that the keywords we targeted were actively being searched by Google users in the area. The keywords we devised and targeted and formed the backbone of all copy on the website along with the additional copy we would later produce for them.
Once the website went live, we curated a unique blog strategy that showcased areas of Butco’s expertise. This helped to build up a bank of content that would help users in the West Midlands find specific information regarding the services they were most interested in, with fresh content added to the website or data-driven changes made to the existing copy at least once a month.
We have now worked together for several years, targeting specific keywords at different times to keep a constant stream of new web traffic. This has resulted in the further optimisation of on-page SEO throughout the website, consistent updates to the core service pages, and the production of specific location pages for their areas of operation. Butco now rank on page one for 12 specifically targeted keywords, including “emergency gas boiler repair,” “boiler repair emergency,” and “emergency boiler repair,” which is searched almost 2,000 times every month.
We are currently working on a local SEO project designed to target the key areas that Butco operate in and drive local traffic to their website, generating useful leads. This has been done by creating designated landing pages for the major towns and areas that they operate in, optimised with keywords specific to that location.
EDGE have worked extremely hard to ensure the end results met our needs and expectations. We are very pleased with the final product. Nothing was too much trouble, and the staff were always receptive and helpful. I would highly recommend their services.
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