With an already established website for managing their existing car park functions, the directors from Britannia approached b4b for advice about how they could launch a separate website aimed at landowners, agents and investors looking to transform underperforming or dormant land into a profitable car park.
As one of the leading car park management specialists in the UK, Britannia Parking are experts in creating car parks on redundant land and implementing their management solutions to ensure a successful income stream for the landowner.
With any new website on a brand new domain, you need to work hard to get the site performing quickly, which is why Britannia retain the b4b marketing team to manage and promote the site on an ongoing basis.
With a brief to retain Britannia’s brand guidelines yet ensure the new website was clearly separate and aimed at a different audience, our web team were set a tough challenge. Using one of our template web layouts, we were able to create a distinctive new website using the brand colours of red, white and navy along with clear messaging.
It was crucial to drive visitors who needed to pay a parking fine or book a season ticket back to Britannia’s parent website quickly, so we ensured that clear direction was available via the sticky navbar in the header, a clear call-out section on the home page and the footer.
The website was designed to be user friendly with an intuitive journey to take the visitor to the various pages of the site that explain more about Britannia’s proposition. The clear call-to-action throughout the site has led to a number of genuine enquiries from landowners looking to transform their land into a profitable car park.
As the website would be sitting on a brand new domain, we advised the client on the choice of URL as we knew a keyword specific choice would be beneficial to the site’s SEO campaign. Having ‘car park management’ in the URL will naturally help the website’s ranking.
Once the website was launched, our SEO team quickly got to work to showcase not only how Britannia implement their creative car park solutions but importantly who they have worked with previously. Having a case study module added to the website was an important consideration at design stage, as too was the inclusion of a blog. Both enable us to create content that’s useful for the visitor but also helps to give Google an understanding of the website in order to rank it.
Working with the client, we have been able to showcase several case studies that clearly show how Britannia can create a successful and profitable car park solution for their clients. This is powerful content that gives potential clients an insight into Britannia’s knowledge and competence, as well as demonstrates their credibility.
As the website was brand new and it would naturally take some time to achieve organic rank for Britannia, we advised the implementation of a PPC / Google Ads campaign to generate an instant flow of leads.
Our PPC team carried out extensive keyword research into the terms users would be searching for, as well as bid research and likely cost per conversion. We then created search ads that highlighted the USPs of using Britannia to create and manage car parks.
In just the first three months of the PPC campaign, we achieved an above-average click-through-rate (CTR) of just over 6% and have seen the campaign generate good quality leads that our client has been able to progress through to conversion. Monthly management of the campaign ensures it is continually tweaked to ensure optimum efficiency and performance, and an impressive quantity of new enquiries for the Britannia team to follow up.
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"It looks fantastic and you guys really have taken the pain out of the content process."
Mark Watts, Commercial Director, Britannia Parking
