Multi-service approach drives online performance

The challenge

Hammonds needed a fresh viewpoint from an innovative agency to increase conversions, drive traffic, and revitalize their online presence.

They aimed to grow website traffic and sessions while increasing leads and conversions for design visits and brochure requests.

Our approach

Aligned with Hammonds’ broader business goals, our digital strategy targeted all objectives. By combining onsite and offsite SEO, PPC, CRO, Content, and Digital PR, we crafted a winning plan.

We began with a strong foundation. Using our proprietary tools, we conducted an extensive technical audit, including keyword research and onsite optimization. Keyword research enabled us to optimize pertinent terms on the site, update meta data, and target better rankings for high-volume phrases like ‘fitted wardrobes’. This formed the basis for a full content audit, leading to a comprehensive landing page content roadmap and content strategy. Through our EEAT-focused approach, we produce four blogs monthly for Hammonds, delivering high-quality, relevant, and authoritative content to drive traffic.

With a technical base established, Digital PR supported SEO efforts. Leveraging Hammonds’ kitchen design service, we crafted a campaign exploring how often people cook weekly versus their takeaway spending, targeting the Just Eat generation. A blog and press release from this research targeted top-tier national media and relevant industry outlets like The Daily Mail and MSN.

Leveraging channels to maximize impact

A second PR campaign launched ahead of Christmas partnered with Giving Tree, a charity encouraging gift donations for children who might otherwise receive none. This was promoted to relevant media such as The Sun, Business Insider, and House Beautiful. 

Supporting our SEO strategy, PPC targeted areas where the brand had less organic strength. Taking over their paid account, we aligned adjustments with Google Ads best practices, implementing automation to improve performance and efficiency. After reaching peak efficiency, various smart bidding strategies were tested to increase high-quality leads. 

To meet Hammonds’ conversion goals, driving traffic alone wasn’t enough. We had to fully optimize their website for conversions through CRO. The first phase involved competitor analysis. Using insights from keyword research and a Google Analytics audit, we reviewed potential competitors and identified issues like slow load speeds, poor UX, and high bounce rates. Based on this, a CRO roadmap was initiated, collaborating with our partner agency, Pinpoint, for development work implementation. Though early, CRO changes are yielding positive results, including:

Website header update: Rearranged logos/categories for easy access and updated header CTAs

Bedroom range refocus: Reduced hero banner size to show ranges above the fold and boost engagement

Book a design visit redesign: Simplified booking process

Homepage update: Redesigned homepage tiles to remove animation

The results