Entire digital strategy for a rapid startup
Pride Road Architects is a franchise operation that offers simple and affordable architect workshops to homeowners around the UK. Whilst the homeowner can talk through renovation and reconfiguration ideas with an expert, the franchisee benefits from a supported model of self employment and a flexible way of working.
Since 2015, the Pride Road Architects business has evolved considerably — and so have the requirements. Here's an insight into the project strategy.
Project brief
A full suite of digital marketing from day one
Marketing requirements: everything
To grow their online presence and lead volume, Pride Road Architects required the full suite of digital marketing: organic search traffic, paid ads, social engagement, email marketing and site conversion design.
Web design & development support
As the business developed, so the website needed to develop as well — in terms of additional user-centric features, content and brand design.
Back office support
I also supported Pride Road Architects in creating a smooth and efficient back office setup, with Zoho integrations to connect their operations, marketing, accounting and more.
Project delivery
Content, paid campaigns and back office transformation
Content marketing
A key cornerstone of the company's digital progression was the creation and sharing of relevant content — people searching by renovation idea, property type and location. We created case studies, help and advice blogs, and core franchise pages to successfully attract demand.
Paid advertising campaigns
Google Adwords campaigns were kept highly targeted, highly segmented and highly effective in terms of CPC and brand development — essential for a budget-conscious growing business.
Back office integrations
I assisted in the implementation of Zoho as the core CRM, email marketing and lead management platform, transforming the startup into a data-driven company.
Outcomes
35–120% traffic increases year on year
Traffic continues to rise
Our digital marketing strategy — delivered on a tight budget — has created average year-on-year traffic increases of 35–120%, lean PPC campaigns nationwide, and definitive lead tracking and management through to all Pride Road architect members.
Reinvestment into a long term relationship
Every time revenues went up, Pride Road chose to reinvest into back-office operations and front-end marketing. The company has evolved and continues to grow nationwide.
