Growing Repair Leads Over 100%

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Background:

The client sells and repairs commercial coffee machine equipment (the type you would find in a coffee shop or restaurant). I had this client agency-side and took them over from someone who had left. There were glaring issues when taking over the account - pages selling coffee machines and pages repairing coffee machines. This case study focuses on the repair pages.

Problem:

The client was riddled with hundreds of location pages for their repair services. These all had poor content, were cannibalising each other, and most importantly, were not converting.

Solution:

Location pages were overhauled to follow a structure relevant to users and designed to convert. Cannibalising pages were redirected to the relevant location based on search intent.

Results:

This has seen conversions increase 183% year-on-year, with users coming from across search and AI platforms.

Location pages now follow a clear structure, which drives conversions. Increased visibility for high-intent repair searches in locations across the UK, including London, Manchester & Birmingham.

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