Our UK agency was approached by a US based CRO to review the web and content strategy of a niche commercial and high-end residential architecture practice on the East Coast of the US.

After gaining an understanding of the firm’s ICP and constraints, such as regional licenses, they devised and implemented a content marketing strategy that assisted with the organic search performance of the company’s in-house built website and delivered thousands of pre-qualified website visits over a 6-month campaign.

The nuance of the firm’s specialism in very defined specialist architectural disciplines made targeting and pre-qualification of audiences critical to strong ROI. Operating under licenses in just six U.S. states, their marketing investment was concentrated on reaching specific position holders in a curated list of 1,000 selected education institutions and leisure businesses, which defined the core strategy and choice of media vehicle.

In addition, the content creation for paid social activity, predominantly on LinkedIn, enhanced the website’s organic search visibility and was aligned closely to the new recommended organic SEO strategy.

The project delivered a 125% uplift in website traffic, with a <98% ICP profile for the additional traffic delivered via the paid content campaigns, effectively raising the profile of the firm by a factor of 3 for a sub $6,000 per month fee and advertising investment, roughly half that of comparable US service providers.