Online Drawing is an established online architectural practice with more than 20 years of experience providing architectural drawings, planning services and building regulations drawings to customers across the UK.
Despite its established reputation and strong organic search presence, the website had struggled to keep pace with changing user expectations. While the business was already attracting visitors through Google, its conversion rates were relatively low, suggesting that the existing website wasn’t making the most of the traffic it received.
Our initial focus was therefore not simply on increasing traffic, but on improving the experience for visitors already arriving on the website. We developed a tailored SEO strategy for architects that combined improvements to existing landing pages with a wider review of how potential customers navigated the site and enquired about services.
The first stage involved reviewing the homepage and core service pages to identify areas where visitors might struggle to find the information they needed. We redesigned key elements of these pages, improving the layout and introducing clearer calls to action that encouraged users to take the next step.
One of the most significant changes was moving towards a call-booking approach rather than relying on traditional enquiry forms. This gave prospective customers a more direct route to discussing their requirements with the Online Drawing team, reducing friction within the enquiry process.
Alongside the conversion improvements, we carried out technical and on-page SEO work to improve website performance and expand its search visibility. This included improving site speed and Core Web Vitals, reviewing existing content and creating new pages to address gaps in the website’s keyword targeting.
By combining these changes with a revised customer journey, the strategy aimed to make better use of Online Drawing’s existing search authority while creating additional opportunities to attract customers looking for architectural services online.
The changes delivered a substantial improvement in website performance, with Online Drawing achieving a 98% increase in conversion rate within the first three months of implementing the revised user journey.
By redesigning the homepage, improving the structure of key service pages and introducing a more direct enquiry process, the business was able to convert a greater proportion of its existing website visitors into potential customers.
Organic traffic also increased within the first six months following the changes. By building on the website’s existing authority and introducing new pages targeting relevant searches, Online Drawing was able to improve its visibility for additional architectural services without losing sight of the importance of conversion performance.
The combination of SEO and conversion rate optimisation proved particularly valuable for an established business like Online Drawing. Rather than focusing exclusively on acquiring more visitors, we addressed the obstacles preventing existing visitors from enquiring, helping the website work harder as a source of new business.
The improvements also established a stronger foundation for ongoing growth, with the Online Drawing team continuing to develop its customer journey and refine how visitors interact with the website.
For Online Drawing, the project demonstrated that increasing website traffic is only part of the equation. Improving what happens once visitors arrive can be just as important in turning search visibility into measurable business opportunities.
+120%
YOY SALES
6
REDESIGNED PAGES
200+%
INCREASE IN TRAFFIC
Tangible Value
We are built on being an agency that provides value. Actual, tangible value, helping our customers to improve their businesses both in search engines and when visitors arrive on the site too.
Hard-working
That’s why we strive to be the most cost-effective, hard-working and trustworthy agency that we can be, giving regular, valuable reporting and helping you to make the most of these results in the long term too.
Revenue
Results are what matter to us. Keyword positions, graphs and green arrows are all incredibly important, but only when they actually mean something. More importantly, when they make our customers the revenue they need to grow.
Contact our award winning team to discuss your project with free advice and quotations without any obligations.
The performance marketing agency you need to take your business to the next level.
Peaco Ltd
C4DI,
31 – 38 Queen Street
Hull, HU1 1UU
01482 231878
