Wheeler & Lai

Challenge

Wheeler and Lai Chartered Surveyors are a commercial property surveying firm that specialises in valuations, lease renewals, and property management across Hampshire and the Isle of Wight. Since 2018, Wheeler and Lai have continued to grow their influence across Hampshire within the business community by developing their social media presence. However, their presence on search engines such as Google and Bing was overcrowded by their competitors. The previous design was unwieldy and difficult to navigate. They required a space dedicated to regular updates in the form of new properties, news, and blog posts.

Wheeler and Lai partnered with NOSY to prioritise SEO as a new component of their digital marketing strategy to increase organic traffic, improve brand awareness and develop new business for their sales pipeline. The new design needed to put the content first and allow the client to easily manage their content.

Our Approach

NOSY began with general industry research, studying design trends, content strategies and SEO campaigns. By conducting in-depth research into potential keywords that Wheeler and Lai would need in order to rank highly on search engines, the NOSY team were able to identify key targets for website copy, blog posts, and individual location pages. All-the-while, ensuring the wireframes and sitemap are content-centric. Our main aim was to provide content that engages the correct target audience in order to increase organic traffic and the number of enquiries.

Secondly, we wanted a large portion of new traffic to view the commercial properties Wheeler and Lai had to offer, rather than leave the page. The property pages needed to involve bespoke work on the content management system in order to facilitate highly dynamic content that Wheeler and Lai would have complete control over.

The Solution

A two stage process was undertaken where the design team completely redesigned the website and implemented a new design language for Wheeler and Lai’s digital presence. We designed the homepage from a user experience perspective to include a link to view all properties higher up the website structure than previous, resulting in a large increase in session duration, property page views and enquiries.

With Wheeler and Lai operating on a localised level, NOSY optimised the website for local search by including their locations across all web content. Secondly, we verified and optimised their Google My Business listing to appear above competitors within their operating location.

The target keywords were included across the website, an internal linking building strategy was implemented and blog content was created on topics within the commercial property sector to form a ‘topic cluster’.