Following a website design refresh for our client, Lee’s Coaches, we took the opportunity to overhaul their on-page content and optimise their metadata. By aligning the modernised visual identity with high-quality, SEO-driven copy, the project delivered an exceptional 171% increase in organic traffic, significantly enhancing the brand's digital visibility and search authority.
The Challenge
The client’s existing website was outdated, both in its visual appeal and its underlying technical performance, with not being optimised for search engines.
Without targeted metadata, structured hierarchy, or relevant on-page keywords, the site was not set up for high-intent industry searches. This lack of SEO foundation meant the client was missing out on valuable organic enquiries.
The Strategy
To turn the site into a high-performing digital asset, we implemented a strategy that fused a modern design overhaul with a SEO reboot.
We conducted deep keyword research to identify high-intent search terms specific to the coach and travel sector. We then rewrote on-page copy, seamlessly weaving in these terms while focusing on clear, compelling messaging that drove user bookings.
We created a completely new metadata framework. Every page was given bespoke, optimised title tags and meta descriptions to improve click-through rates directly from the Google search results page.
Working alongside the design refresh, we structured the new content to match an intuitive user flow, ensuring that search engines could easily crawl the site and visitors could effortlessly make enquiries.
The Results
· 171% increase in organic traffic
· 198% increase in engaged organic sessions
· 10% increase in organic engagement rate
Keyword Spotlight:
The 171% traffic increase was driven by a climb in keyword rankings for high-intent commercial search terms:
· coach companies durham 4 ➔ 1
· coach excursions durham 2 ➔ 1
· coach hire from durham 3 ➔ 1
· coach trips durham 2 ➔ 1
· day trips from durham 6 ➔ 1
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