Client Overview
Serving the lively communities across North and East London, Castles is a well-established, independent estate agency with over four decades of experience in the property market. Since 2017, Priority Pixels has been working closely with Castles to enhance their digital presence and drive overall business growth. Our partnership has seen significant milestones, including a complete redesign and rebuild of the Castles website in 2022 to ensure it was better equipped to support the agency’s marketing and business goals.
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Search Engine Optimisation
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increase in organic search clicks when comparing data from October 2023 to 2024.
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increase in organic search impressions when comparing data from October 2023 to 2024.
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increase in contact form enquires when comparing data from October 2023 to 2024.
Our ongoing SEO strategy for Castles has been focused on enhancing the visibility of each of their offices across local search results. Castles operates multiple offices throughout North and East London. With this widespread presence, it was crucial to ensure that each office was optimised for maximum visibility on search engines.
One key element of our SEO approach has been managing and optimising Castles’ Google My Business (GMB) listings. Each office has its own GMB profile, which we meticulously manage to ensure they are fully optimised for local searches. By providing accurate and up-to-date information for each office, including opening hours, contact details, location and services, we’ve made it easier for potential clients to find and interact with Castles. This optimisation has been instrumental in helping Castles rank higher in Google’s local pack, driving more foot traffic and online inquiries directly to each office.
Additionally, we’ve implemented keyword-specific landing pages on the website to further bolster organic traffic. These landing pages are tailored to the unique property markets around each office location and are designed to target hyper-local keywords, allowing Castles to capture search intent specific to areas they operate in. The fresh, SEO-friendly copy on these pages is regularly updated to reflect local property trends, ensuring Castles’ content remains relevant and engaging for both users and search engines.
This holistic strategy – combining GMB optimisation, SEO-friendly office and area pages and targeted landing pages – has greatly enhanced Castles’ online presence, helping to drive significant organic traffic and generate local leads.
Paid Media
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calls were generated, giving Castles a direct line of communication with potential clients.
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website conversions occurred, with users requesting valuations directly through the website.
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valuation requests were generated throughout the duration of the campaigns.
Our Approach
Alongside our SEO efforts, we’ve been running highly targeted Google Ads campaigns designed to increase the number of property valuation bookings through their website. With a large target area across North London, Castles needed a focused paid media strategy that would generate quality leads and drive meaningful traffic to their site.
Google Ads Audit
We conducted a thorough Google Ads audit to understand what strategies were performing well, where adjustments were needed and where new opportunities could drive better results. This discovery phase allowed us to analyse competitors and determine how best to reach landlords, homeowners and vendors.
Responsive Search and Display Ads
We developed a multi-faceted Google Ads strategy using Responsive Search and Display ads to maximise Castles’ visibility across North London. Each ad targeted property owners within a specific radius of Castles’ offices, prioritising those actively looking to sell or rent.
Campaign Optimisation
We continually refined the campaign, making data-driven adjustments to ad formats, targeting options and messaging to attract quality leads, while managing a negative keyword list to avoid irrelevant clicks. These efforts helped maintain a competitive cost-per-click (CPC) and increase conversions.
Results
Enhanced Brand Visibility
Over the five years we’ve managed Castles’ paid media, the campaigns have reached over 1.15 million people. This increased visibility has positioned Castles as a trusted estate agency in North and East London, helping to keep them top-of-mind for property owners considering valuations.
Direct Client Engagement
Our ads generated more than 2,500 calls, providing Castles with a direct way to connect with potential clients. This consistent communication channel has helped build relationships and convert leads into active clients.
Website Conversions
Our campaigns led to over 3,000 direct conversions on the Castles website, as potential clients actively engaged with the valuation request form. This response shows that our ads reached the right audience—property owners who were genuinely interested in taking the next step with Castles.
Steady Flow of Valuation Requests
With over 5,500 valuation requests generated, our campaigns have delivered a steady flow of leads. These opportunities have significantly contributed to Castles’ growth, reinforcing their presence as a preferred estate agency in the region.
Web Design & Development
UX Design
When designing the Castles website, our primary focus was to create a user-friendly experience that catered to both potential buyers and sellers while aligning with Castles’ established brand identity. We began with a thorough UX (user experience) process, ensuring that every element of the website was intuitive and accessible for users across all devices. We mapped out user journeys to make sure site visitors could easily navigate the site, whether they were looking for properties, getting in touch with a specific office, or seeking information about Castles’ services.
A key feature of the website is the property search functionality, which plays a central role in the customer experience. We designed the property search to be highly responsive and easy to use, allowing visitors to search for both sales and lettings listings. Filters such as location, price range, property type and features help users quickly refine their searches and find properties that meet their needs. This seamless experience ensures users can easily browse through listings, making the site a valuable tool for those looking to buy, sell, or rent properties in North and East London.
WordPress Development
From a development standpoint, the Castles website was built on WordPress, giving the platform flexibility and scalability. To enhance functionality and ensure the site could meet the complex needs of an estate agency, we used Advanced Custom Fields (ACF). This allowed us to create customised fields that gave Castles full control over content management, enabling them to easily update property details, office information and other key sections of the website.
The website’s property listings are powered by an API feed, ensuring that the property data is always up-to-date. Properties for sale and rent are automatically fed into the site from an external source, reducing manual effort and ensuring real-time accuracy for users browsing the listings. This integration ensures a smooth and efficient process for managing property data, enabling Castles to stay focused on serving their clients while the website works effortlessly in the background.
What we do
Priority Pixels is a B2B Marketing Agency providing digital solutions that deliver. Our approach combines cutting-edge design, data-driven marketing and seamless technology integration to help support your business or organisation’s goals. Every decision we make is grounded in strategy, whether it’s building high-performance websites, optimising your SEO, paid media, or connecting your digital tools to improve efficiency and reporting.
We don’t believe in one-size-fits-all. Providing tailored services that align with your goals ensures your digital presence works harder, scales faster and delivers real results.
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