In October 2023, Simon and Angie Ward approached us with a mission to help grow Aybel Spaces, their bespoke garden building business. Aybel Spaces design and install high-specification, sustainable garden rooms, studios, and offices. Their initial goal was to sign and complete 7 projects, each valued between £18k to £23k, within 12 months.
A key target was to generate 3 to 4 enquiries per week through their website or phone, converting these into new business. They also sought to increase the visibility of their brand and improve their digital presence to match the growing demand for home-based workspaces.
Aybel Spaces was still in its infancy, having launched in November 2022. The company had already completed a number of projects, but their new website was far from optimised, offering minimal visibility on Google. Despite a functional website, they ranked low for essential keywords like “Garden Rooms Oxford.” With a domain authority of just 2/100, the business faced challenges in attracting potential customers via search engines.
Their Google PPC campaign was running on a small budget of £120 per month, but its effectiveness remained unclear. Simon and Angie also lacked an active blog and reviews to boost SEO. In addition to this, the team had limited marketing experience, a tight budget, and needed a strategy that would deliver a strong return on investment.
MissionOur primary objective was to rank number one organically for “Garden Rooms Oxford” while generating 4 enquiries per week, ensuring a steady flow of qualified leads for Aybel Spaces.
We initiated the project with a comprehensive digital marketing consultation. This included a detailed questionnaire covering the company’s history, objectives, and unique selling propositions. With that information, we developed an SEO strategy. It started with keyword research focused on “Garden Rooms Oxford” and other high-potential terms. We also implemented a site map specifically designed to improve Aybel’s Google rankings.
Our next steps included technical SEO optimisations, content marketing via blog posts, and an enhanced social media strategy to increase brand awareness and engagement. Alongside SEO, we set up SEMRush to monitor keyword positioning, aiming for organic growth.
The path to reaching number one in Google rankings took about 9 months. During this time, we closely monitored progress using Google Analytics and SEMRush to track keyword positions and website traffic. Initially, improvements were incremental, but after 4 months, more significant movement occurred, with “Garden Rooms Oxford” climbing higher in search results.
The new SEO structure started yielding results, and by the 9th month, Aybel Spaces achieved the coveted number one ranking for their main keyword. We also tracked social media metrics, noting a 25% increase in likes and followers across platforms as a result of our coordinated efforts.
As Aybel Spaces rose through Google rankings, enquiries rose incrementally. Social media engagement improved as well, driving traffic to the website. Once they achieved a top-3 ranking, the business saw a further increase in enquiries, moving towards the goal of 4 high-quality leads per week. In July alone these leads translated into 2 quotations and 1 project.
As their ranking solidified at number one, Aybel Spaces created a sustainable revenue stream, with projected annual earnings of £350k from just £11,000 in annual marketing investment. Moving forward, we are expanding the strategy to target additional keywords like “Garden Office Oxfordshire” and “Garden Studio Oxfordshire” to secure further growth.
WHAT THEY SAYPartnering with Urban Element was the best decision we made for our online presence. Our website was struggling with very low Google rankings—our key term, Garden Rooms Oxford, was buried on page 5. Urban Element’s SEO expertise turned this around completely. After just 9 months, we’re proud to say we’ve reached the #1 spot! Their ongoing support has been invaluable as we now target additional key terms to further grow our visibility. Highly recommend!
Simon Ward - Managing Director
