Heavy traffic is a good thing for the National Driving School of the Year

The Bill Plant Driving School logo

Bill Plant Driving School was the winner of the National Driving School of the Year 2019. With hundreds of instructors and brand new BMW or VW cars, it helps learners pass their tests nationwide.

The challenge

Between 2017-18, Receptional increased annual learner driver enquiries by a staggering 696% (1,056 to 8,407) through PPC.

In 2019, Receptional were challenged to push the boundaries even further and double the number of enquiries previously seen. As such, we added SEO to the mix, to generate more enquiries alongside PPC.

The solution

We recommended and executed a variety of SEO strategies, targeting audiences at all stages in the marketing funnel.

Full technical optimisation

We overhauled the website’s local pages to maximise rankings for local non-brand keywords (e.g. “driving lessons in Birmingham”).

Content optimisation

We enabled value-adding content to rank organically, including free online theory and hazard perception tests, Highway Code resources, and a parking game.

Digital PR & content marketing

We implemented campaigns to strengthen the brand’s reputation as an award-winning franchise, and push down outdated search results, which highlighted the business's historic difficulties.

A learner driver celebrates passing their test with Bill Plant Driving School

Since we hired Receptional, our return on investment in digital marketing has increased by 60%.

Chris Bishop
Consultant, Bill Plant Driving School

The results

  • We made year-on-year (YoY) non-brand keyword gains of 44%, thereby generating a source of sustainable “free” customer traffic.
  • As a result, learner driver enquiries were up 39% in YoY.
  • Among the many keyword wins, top keyword “driving school” jumped from 17th position to 5th position.
The results of our SEO work for Bill Plant Driving School

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