August 2020

How we used Content Strategy to drive 30% more qualified leads increasing revenue

Working closely with Abbeyfield's digital team, we conducted in-depth keyword research, created a content strategy and empowered the team to execute on it to drive more qualified leads that converted highly.


Growth Marketing, Search Engine Optimization


Google and Bing

Result 1

Increase in Qualified Leads

Result 2

1m +
Search Impressions PCM

Project Overview

Following a comprehensive website audit, which included sophisticated tracking software and a survey poll for visitors to fill out, our UX team discovered that there was user ambiguity between the types of housing services that Abbeyfield offered.

Not only that, Abbeyfield’s existing website was sat on outdated technology that posed a security risk and needed migrating to improve the user experience for the digital team who use the Content Management System (CMS) daily as part of their roles.


Following the newly created ‘user flow’, our design team conducted research that focused on Abbeyfield’s target demographic and highlighted the branding elements in their guidelines to enhance the attractiveness to visitors. These key decisions which were made early in the project scoping were articulated to the senior leadership team, ready for project commencement.

With an entirely re-architected sitemap that is optimised for search engines from the ground up, Abbeyfield is on track to reap the benefits of a collaborative digital partnership with Greenwood Campbell that will improve conversion rate and help grow the organisation.

  • User Research conducted with target audience
  • New site architecture built with SEO in mind
  • Content marketing strategy based on market research


As well as expected uplifts in search traffic, conversions & home enquiries, we have received some wonderful feedback from across Abbeyfield to include these select few:

  • Really great job folks, thank you. It looks really good and much more practical and user friendly” – David McCullough, CEO Abbeyfield
  • “Huge well done all, a massive piece of work, I do not under-estimate how much effort has gone into this” – Gail Howlett, HR Director of Retirement Living.
  • “I especially like how easy it is to find a place near me and the questions that signpost me to houses or homes that suit my needs” – Kirstan Sparshott, Regional Director.

Don't take our word for it, take theirs!

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"We've seen great results since working with Charlie and their knowledge of SEO and growth marketing I'm sure is second to none! Certainly a long term digital partnership we have."

Lucie Walker
Head of Digital at Abbeyfield

"We've relied on Rank Robin as our digital growth partners for the past 4 years and it's been a pleasure working with them. The results speak for themselves in our business growth since."

Bradley Williams
MD at Unique Group

"We were stuck not getting much traffic on Google and within working with Rank Robin we've seen a noticeable jump and plenty more subscribers on our platform. Love it!"

Mark Highfield
Marketing at Night Slides

Ready when you are.

However local, national or stratospheric your business objectives are, we're flexible with our digital marketing services and will cater to you, think of us like a cost-effective, specialist extension of your own team.

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