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Sector: Retail, Home
Client: Hammonds Furniture

Multi-service approach drives online performance for heritage furniture brand

Holding over 90 years of experience in transforming homes, Hammonds are a renowned, high-quality fitted furniture brand. The brand required a fresh perspective from a forward-thinking agency to increase conversions, drive traffic and breathe life into their online offering. 

What did we do?

Working in synergy with Hammonds’ wider business goals, our digital strategy was designed to hit every objective. Combining the onsite and offsite tactics of SEO, PPC, CRO, Content and Digital PR, a winning strategy was formed.

Technical SEO ensured a solid foundation

First, a solid foundation was required. Using our in-house developed tools, we completed an extensive technical audit including keyword research and onsite optimisation. Keyword research allowed us to optimise relevant terms on the website, updating meta data and targeting improved rankings for high search volume key phrases such as ‘fitted wardrobes’. This analysis formed the basis of a full content audit, leading to a complete landing page content roadmap and content strategy. Using our comprehensive approach to E-A-T, we produce four blogs a month for Hammonds, generating high quality, relevant and authoritative pieces to drive traffic.

Digital PR bolstered SEO efforts

With a technical footing in place, Digital PR was used to bolster SEO efforts. Using Hammonds’ kitchen design service, we designed a campaign, researching how many people cook in their kitchen on a weekly basis vs how much money they spend on takeaways and targeted the Just Eat generation. A blog and press release were created from this research before targeting top tier national media contacts and relevant industry publications including The Daily Mail and MSN.

A second PR campaign was launched on the run up to Christmas. We teamed up with Giving Tree, a charity who encourage people to donate presents for children who may not get anything at Christmas. A brainteaser graphic was created, challenging readers to find all the presents hidden in the house. A blog and press release were also created, highlighting Hammonds’ partnership with the agency. This was pushed to relevant media outlets including The Sun, Business Insider and House Beautiful. Using relevant and engaging topics produced impressive uptake from the public, generating high-quality links for Hammonds.

PPC targeted areas not yet as organically strong

Complementing our SEO strategy, PPC targeted areas where the brand was not as strong organically. Inheriting their paid account, we made adjustments in line with Google Ads best practice, implementing automation to increase account performance and efficiency. Having achieved maximum efficiency, we then tested various smart bidding strategies to increase high-quality leads. Several in-market audiences and Responsive Search Ads have also been tested, resulting in strong conversions.

CRO helped hit conversion rate targets

To hit Hammonds’ target conversion rate, it wasn’t enough to simply drive traffic. We needed to fully optimise their website to capture conversions, which is where CRO came in. The first phase included a competitor review. Using the insight from keyword analysis and a Google Analytics audit, we could review all potential competitors while identifying pain points such as slow load speeds, poor UX and high bounce rates. Taking this insight, a CRO roadmap has been rolled out, working alongside our connected agency, Pinpoint, to later implement the development work. Although in its early stages, the CRO changes are producing positive results and include:  

  • Website header update: Rearrange logo/categories for easy access and update the header CTAs​
  • Bedroom range refocus: Reduction in size of hero banners to reveal the ranges above the fold and increase engagement​
  • Book a design visit redesign: Simplification of the booking process
  • Homepage update: Redesign of the homepage tiles to remove animation
  • Request a free brochure redesign: Simply the form by hiding information until required

The Objective

  • Increase website traffic and sessions

  • Increase leads and conversions for design visits and brochure requests