Yorkshire Brickwork Contractors (YBC) is a specialist brickwork, stonework and blockwork contractor within the industrial, commercial and residential sectors with an aim to provide a through-the-line solution, ensuring that all masonry elements of a build are delivered smoothly and to the highest standards – on time.
1036%
increase in organic traffic to website
165%
increase in keyword positioning
648%
increase in social media referrals
26
pieces of industry coverage
The Brief
Wild PR was appointed by Yorkshire Brickwork Contractors in October 2019 to implement a 12-month marketing and PR strategy in order to raise brand awareness and drive sales/new business activity.
To kick-start the project, YBC needed a fully-functional and professional website to build an online presence. We worked with one of our talented freelancers to design and build the perfect website featuring multiple lead-generating tools, including contact forms and project pages highlighting their services, designed to showcase their past work. We also made sure the website was fully SEO-optimised, focusing on keyword research and competitor analysis.
Following the implementation of the website and objectives, Wild PR created a 12-month PR and communications strategy, identifying relevant awareness days, content ideas, publications, forward features, business press etc.
After an in-depth competitor analysis across social media, Wild PR also built social media profiles on Linkedin, Twitter, Facebook and Instagram for YBC, as well as social media schedules, logos and social graphics to create brand consistency.
The team continued social media management throughout the 12-month period.
The Results
Through social media, SEO-focused onsite content, PR campaigns and press opportunities, we increased overall traffic to the YBC website by 570%, specifically, social media referrals by 648% and organic referrals by 1036%.
The boost in traffic has resulted in an increase of page views by 64%. In particular, the contact us page views increased by 194% and the blog page by 100%.
Over the 12 months we worked together, we achieved a total of 26 pieces of press coverage in regional, industry and business publications through a mix of reactive press opportunities and digital PR campaigns.
The construction industry is one sector that was hit particularly hard by the COVID-19 pandemic, with government guidelines putting a stop to construction work. With this in mind, our first digital PR campaign focused on concerns around returning to construction sites and how technology could be adapted and used in the construction industry to help keep workers safe. The campaign achieved coverage in key industry publications, including Construction Industry News and Construction UK Magazine. This led to multiple new keyword rankings for YBC, including ‘construction yorkshire’, ‘construction company yorkshire’ and ‘construction companies yorkshire’.
Yorkshire Brickwork Contractors also featured in multiple key industry publications discussing construction output, construction finance, COVID-19 in construction and more in order to improve its backlink profile. The PR outreach and quality on-site content supported the increase in domain authority by 11 places and number of keyword rankings by 165%.
Having worked with YBC for 12 months, through the dedicated PR campaign and press office function achieving high-quality linking coverage, we built some amazing keyword positions, including: ‘brickwork contractors yorkshire’ (1), ‘brickwork contractors’ (11), ‘brickwork contractors uk’ (12), ‘brickwork contractor’ (16) and ‘bricklayer contractors’ (19).
