This example is of how Headway Marketing has helped a local organisation improve its website’s SEO.
The client, a health service provider, experienced a decline in visitors to their website. Although the team had access to Google Analytics and Search Console, they were unsure what they needed to do to improve SEO of their website.
However, without the budget to buy-in high-cost agencies to set the system up, the retailer self-managed the e-commerce store. Eventually the retailer accepted that help was needed and came to Headway Marketing.
Although there were some analytics available, Headway added new tracking to the website, including relevant, objective-specific goals. Previous agencies had included metrics to make their work look good, not those that helped the business make decisions.
Having monitored the website and users’ behaviour, we were able to feedback both the challenges and the successes. User engagement was good, the site ranked well for some relevant terms, however, the bulk of traffic was coming from a country that could not be served by the business, and based on keywords that were not about the service delivery.
Working with the internal team, a document set out a brand voice and identified the primary keywords critical to business success based on what CUSTOMERS were saying to find the service.
New effective content was created in partnership that supported the business and SEO objectives – Google better understood the purpose of the website and now brings relevant, local traffic, and users are encouraged to make enquiries.
Following three months since the completion of the project, the measurements in Google Analytics look great. The quantity of organic visitors is increasing month by month and their engagement is improving too. More importantly, as the client says in an email “we have just had the most bookings in one month!”.
As an agency, we like to see user engagement increase, or user acquisition increase, however, nothing is better than the increase in real business.
If you are in need of refreshed marketing content, a lift in your SEO or are stuck with a website that needs something but you just don’t know what, Headway Marketing can help. Send a message and I’ll get back to you as soon as I can.
Headway Marketing Ltd
Headway Marketing provides a complete website management service: website analysis, content marketing strategies and content creation services that help you better connect with your customer.
Located: Hamble, Southampton
RegisteredAddress: 14-40 Victoria Road, Aldershot, England, GU11 1TQ
(C) Headway Marketing Ltd, 2026