CHALLENGE
Hopes Grove Nurseries is the UK’s leading provider of garden hedges, selling a vast range of hedging plants and shrubs.
After experiencing a record-breaking year in 2020, when the UK population took to their gardens during lockdown and the home improvement boom took hold… Hopes Grove Nurseries wanted to see if they could continue this upward trend to continue beating records.
The client’s paid media strategy needed some serious TLC and their SEO investments hadn’t garnered any real results. Our challenge was to ensure their continued growth by forging a fully integrated, watertight strategy focused on ROI.
SOLUTION
Previously, the client’s Paid Media approach had relied purely on branded terms, however, since they were already ranking well in this area we shifted the approach and put our combined SEO and Paid efforts on non-branded terms. While the SEO team were fixing several technical issues on the site, our content team worked on compiling a series of expertise-focused content pieces that would bolster the site, including product page FAQs.
We used our insights from paid to fuel the keyword and landing page optimisations for SEO and ensure both pages and ad copy were fully optimised for conversion. Meanwhile, since HGN is a season-based business, we proposed using our off-season SEO budget for Digital PR and outreach to help increase the site’s backlinks and authority, which would ultimately lead to higher rankings and give them to boost they needed to outrank their competitors in organic search.
SERVICES USED
- PPC Audit
- Keyword research and optimisation
- Ad copy creation
- Content creation
- Competitor analysis
- Conversion rate optimisation
- Comparative linguistic analysis
- Search landscape review
- Outreach
RESULTS
Following our SEO improvements the client saw a 510% increase in organic sessions leading to a 363% increase in organic sales and a resulting +6,977% gross ROI. While our off-peak PR approach garnered 167 backlinks from Top-Tier publications including Country Living, Express, Gardening Etc, The Independent and more.
Meanwhile, we were able to drive a +37.4% increase in revenue from paid search with a ROAS increase of +1,234% and an 89.7% decrease in spend!
Let's deliver next level results for you
1,234%
Return on advertising spend
363%
Increase in organic sales
1.87m
Views of PR coverage
Shortlisted
2022 European Search Awards - Best Use of Search eCommerce (SEO)
"We have been blown away with the success of this campaign, and Reflect Digital's dedication to managing our digital. Results have been incredible, and it's been great to see the continued increase in traffic and sales from the latest campaign. Sales have been completely transformed, and the nursery is embarking on the biggest expansion we have seen in our 29-year history, just so we can fulfil the volume of orders."
