Case Study
We Buy Any Home
A market leader with 1,864 disorganised URLs and no local strategy. One year later: nearly double the traffic, 55% more leads, and 21% more contracts signed.
+91% YoY
Organic Traffic
+55% YoY
Organic Leads
+21% YoY
Contracts Signed
Executive Summary
In 2022, We Buy Any Home was a market leader digitally but needed an updated brand and comprehensive SEO strategy to maintain growth. As the first in-house Head of SEO, I led a complete site rebrand and restructure alongside a four-pillar SEO strategy that delivered exceptional results.
| Metric | 2023 Target | 2023 Actual |
|---|---|---|
| Organic Traffic Growth | +2% | +91% |
| Organic Leads Growth | +37% | +55% |
| Contracts Signed Growth | +6% | +21% |
The Challenge
We Buy Any Home needed to modernize its brand identity and establish itself as a tech-first, trustworthy company in the competitive cash home buyer market. Previous SEO efforts focused narrowly on transactional keywords and blog production without strategic site architecture or local market targeting.
Key Challenges
- 1,864 URLs with poor organization, orphaned pages, and uncategorized content
- No local SEO strategy despite operating across the UK
- Dated website design reducing conversion rates
- Limited domain authority and backlink profile
The Strategy
A comprehensive four-pillar SEO strategy executed over 12 months with a budget of £229,000 (£49K initial project + £180K annual):
1. Site Rebrand & UX Optimization
Partnered with RegularStudios to redesign the entire website with modern, trustworthy branding. Restructured all 1,864 URLs, consolidating to 320 high-quality pages.
- → Bounce rate decreased 45% (76% → 48%)
- → Time on site increased 10%
- → Conversion rate improved 81%
2. Local SEO Dominance
Created location subsites for 20 priority UK cities with unique content and managed 10+ freelance writers for authentic local content.
- → Location leads increased 66% YoY
- → Local contracts increased 21% YoY
- → 326 keywords ranking positions 1-3
3. Content Pillar Development
Established four transactional content pillars with comprehensive service pages and supporting blog categories. Published 30+ blogs monthly.
- → Featured snippets increased to 2,223
- → CTR improved 7% YoY
- → 11% of conversions from blog content
4. Digital PR & E-E-A-T
Built authority through strategic digital PR campaigns and E-E-A-T optimization across the site.
- → Referring domains increased to 1.1K
- → Backlinks grew to 2K
- → Domain rating improved to 50
Impact by the Numbers
| Metric | 2022 Baseline | 2023 Results |
|---|---|---|
| Monthly Organic Traffic | 163,947 | 297,007 |
| Monthly Organic Leads | 8,592 | 13,302 |
| Keywords Ranking Top 3 | 156 | 389 |
| Featured Snippets | 1,442 | 2,223 |
Key Takeaways
Strategic Site Architecture Pays Dividends
Consolidating 1,864 URLs down to 320 high-quality, properly categorized pages created a clean foundation for sustainable growth.
Local SEO Drives Qualified Leads
Location-specific subsites with authentic content generated 66% more leads. Custom data displays created genuine value for users searching in specific markets.
Content + Conversion = Revenue
Strategic CTA placement throughout content drove an 81% improvement in conversion rate. Quality content attracted visitors, but thoughtful conversion design captured them as leads.
Sustained Growth Continues
January 2024 achieved 45,255 organic visitors — 111% growth YoY from January 2023. The foundation built in 2023 enabled continued acceleration into 2024.