Student Digs
Student Digs leverage the power of Digital Access to attract Leicester Students
Leicester-based property management company smashes lead targets using a directed multi-channel approach with Unity.
The Company
Student Digs is a lettings business, uniquely positioned to offer high-quality student accommodation to the Leicester student population. They have a mixture of owned and managed properties and a growing portfolio.
The Problem
Student Digs were looking to increase their digital footprint and quality of collateral to appeal to an increasingly quality-conscious demographic. They currently advertise their property portfolio via third party property advertisement sites.
Our Solution
Student Digs’ website was originally built using a third party web builder. For the needs of SEO optimisation, the website needed to be migrated to WordPress to allow better indexing through search engines and user experience. Unity began here, by creating a bespoke website that promoted Student Digs’ property portfolio to students across Leicester. With a custom built CMS, Student Digs were now able to add properties quickly to the website. SEO foundations and technical specifications were baked into the site, optimising its organic performance from the get-go.
The Website
Following the website build, the Unity team immediately began advertising the site to new audience members via ppc, which proved fruitful in leads.
We used high converting keywords from the ppc campaign to influence organic optimisation of the website, including landing pages. We continued to use ppc campaigns during periods of last minute room availability to attract searchers looking for a hasty solution.
PPC proved very effective at driving conversions during ‘last-minute’ periods, running campaigns in August and September to attract this market. Specifically, our ppc campaign was effective in driving high quality leads to the website, which resulted in new business.
For example, our last campaign of this nature, with an ad spend of £750 over 6 weeks, gained 1.1K clicks, average cpc of £0.69 and resulted in 94 conversions; 42 of which were qualified as new business leads via contact form submissions. A fantastic result!
Over a 6 month period, our SEO optimisation and content additions, using both on-page and off-page techniques and competitor analysis, we increased the volume of Student Digs’ targeted Leicester keyword rankings by 290.48%, and increased their average position by 44.26% with 26 keywords now ranking on the first page of Google, from 7. In conversion numbers, we improved conversions by 38.4% via organic searches.
The Performance
- Increased conversion rate of the website by 84.42%, converting a higher percentage of users
- Converting Google Ads users at an average cost of £7.98 cpa
- Increasing conversions from organic users of the website by 38.4% over a 6 month period
The Result
The proposed solution of including the website redesign and development in the Digital Access contract enabled the website to be built swiftly and to the much needed standard of SEO marketing development. By utilising digital access, the client was also able to access our marketing team, converting the budget into the optimisation and introduction of new marketing channels, to increase their digital footprint and competitor share in the Leicester student accommodation marketplace.
Amazing Results!
- PPC contributed to 68% of conversions
- SEO contributed to 27% of conversions
- PPC gained a conversion rate of 8.5%
- SEO gained a conversion rate of 7.46%
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