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We implemented campaigns to strengthen the brand’s reputation as an award-winning franchise, and push down outdated search results, which highlighted the business's historic difficulties.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