Challenge & Goals
Lendlease is one of the worlds largest property and infrastructure groups with core expertise in shaping cities and creating strong and connected communities.
In a complex housing market with strong competition, Lendlease needed to increase the online visibility of their property portfolio, and guide their prospective customers through a long and highly involved decision making process.
As long standing partners, Lendlease came to GO Digital with a brief looking to improve the way they engage their customers online through content and their web assets. Specific attention was required around: developing a content strategy that would nurture their audience through the user journey, and optimising their web assets for organic search for current users and potential new home buyers.
Working with Lendlease to understand their key audiences, we established a clear strategy focused on supporting customers through the user journey. Our team worked on defining the business goals and key marketing steps needed to achieve them. We reviewed audience research and persona analysis to define key messages, aligning them with the customer journey. We also provided content optimisation recommendations and completed a technical review of SEO performance.
Our strategy focused on four key pillars for content production, including: Area, Community Vision, Education and Product using production formats including video, copy, photography, social posts and EDMs - all produced in house by GO Digital.
Growth in Traffic
Digital Lead Growth
YoY Growth from Organic Search
Our approach smashed expectations, with client partners delighted with the quality of our strategic work. More importantly, we successfully engaged potential customers at key points in the user journey and delivered outstanding business results, with 78% growth in leads coming through digital channels; 15% coming from organic search alone.
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Head of Digital Media