Our Work

The power of a website audit

Client: Pioneer Group

Sector: Life Sciences

Pioneer Group’s mission is to help life sciences and high-tech businesses thrive in tackling human and planetary health challenges. Across the UK and Ireland, it leads the way in integrating the provision of mission-critical real estate, venture building and venture investment. Since 2003, its connected cluster model has provided powerful sector-specific, business-focused ecosystems in which businesses are more likely to succeed.

V Formation Ltd

Our partnership with Pioneer Group began back when V Formation were tenants at BioCity Nottingham, where we established a strong relationship with the team that has evolved over the years through various projects.  

After conducting an in-depth website audit for Pioneer Group, and carrying out a series of recommendations, we have spent the last few years working together on a retained basis. 

The challenge 

Pioneer Group was facing several digital hurdles with their website. Specifically, it was lacking visibility and performance on search engines, and its website copy was not optimised for target keywords. This lack of visibility in Google meant it was finding it challenging to fill lab spaces at its newest locations. 

Conducting a complete website audit 

We began with a comprehensive website audit, conducted by our Account Manager: Digital, Amy Cotterill. The audit encompassed:  

  • Traffic analysis, including user metrics, pageviews, time spent on site, bounce rate, and new user percentage 
  • Acquisition analysis to understand the sources of site traffic 
  • Device and platform analysis to determine how users accessed the site 
  • Backlink research to identify high-performing backlinks 
  • Insights on the website’s most popular pages 
  • Page Speed Insights with recommendations for both desktop and mobile 
  • Domain authority assessment and analysis of internal and external links 
  • Keyword research to identify current performance and potential target keywords 
  • Sitemap review 
  • SEO and copy suggestions across the site 

Implementing key recommendations 

Based on the website audit findings, V Formation then implemented a series of recommended changes across the site, including: 

  • Enhancing the user journey by revamping the sitemap and page layouts 
  • Optimising the copy on location pages to target specific keywords 
  • Developing robust Google Ad campaigns for two key locations – Hexagon Tower and Kent Science Park – to drive enquiries, leads, and brochure downloads, ultimately aiming to fill lab spaces 
  • Generating monthly blogs targeted for SEO to boost keyword performance 

In addition, our Senior PR & Marketing Executive, Beckie Barrett, now produces monthly SEO blogs optimised for specific keywords to further drive traffic to the site.  

Ad campaigns: the details 

The Google Ad campaigns comprised a mix of display and search ads; the display ads were highly targeted to specific audiences for each location, while search ads were tailored to specific keywords and phrases based on detailed research.  

The campaigns have been successful in driving high-quality leads for the last year, helping to fill spaces in the lab, as well as increasing website traffic by up to 70%. Based off these results, Pioneer Group has now asked us to extend the campaign to include other locations, and other advertising platforms. 

High quality results 

The project has delivered outstanding, measurable results, including: 

  1. Pioneer Group’s website now ranks as the number one search result for each location under the key phrase “labs to rent in X,” and includes numerous featured snippets on Google. 
  2. Website traffic has surged, with the majority of users now finding the site through organic search, a significant improvement from the past. 
  3. The Google Ads campaigns have consistently generated high-quality leads each month. 

To further enhance site performance, we are also embarking on a backlink project using the content we create for Pioneer group, aiming to securing high-quality backlinks from reputable sources. 

V Formation continues to provide monthly analytics reports to monitor data, including traffic, keywords, and ad performance, ensuring continuous improvement and sustained success. 

Steve Jarvis, Digital Content Manager at Pioneer Group, said:

Amy and Beckie are both professional, hardworking and diligent – both have been flexible when required, with no fuss. As someone who has been on the other side of our calls many times at various marketing agencies, they have delivered a standard of service any client would be happy to receive.” 

Digital strategy at its best 

Our collaboration with Pioneer Group showcases the transformative impact of a well-executed digital strategy. By addressing key challenges and leveraging targeted optimisation techniques, V Formation has significantly enhanced Pioneer Group’s online presence, driving traffic, generating leads, and ensuring their digital assets perform at their best. 

V Formation provides a wide range of digital marketing services that will help you stay on top in an ever-evolving landscape. Get in touch with our digital team to find out more.

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