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Background

Sunderlands are highly reputable estate agents, auctioneers and rural professionals with offices in both Hereford and Hay-on-Wye, the organisation deals with a broad range of properties including residential, commercial, farms and agricultural land.  Sunderlands are also expert in specialist rural professional services and manage regular livestock auctions.

Challenges

Sunderlands had a poorly designed and developed website suffering from significant issues such as poor search engine performance and, due to the inadequate design of the programming and development, recurrent issues were caused relating to broken property updates. It was also particularly difficult for staff members to accurately update information on the website.

Sunderlands screenshots

Solution

Following a thorough technical review of the website, SEO audit and in-depth review of client requirements, the decision was made to rebuild the website in Drupal and develop a bespoke property feed to dynamically update property information from the client's back office system. Siruss created a strong new brand and mobile first website design for Sunderlands that promoted all sectors of the business equally.

A series of custom Drupal modules were developed to enable seamless connectivity to the Encore XML property feed.  Properties were dynamically imported, updated and categorised each hour.  Multiple content types were created to facilitate services, auctions, events and testimonials enabling staff members to easily add and update website content. Siruss also developed a custom 'My Sunderlands' area of the website for customers to engage and receive property updates and newsletters.

Research was undertaken by the Siruss SEO team to identify suitable keywords and phrases to target. Sunderlands operate in a crowded market with many estate agents competing for the same business, therefore correct identification was key to increasing search engine ranking. 

New properties added to the website are now optimised for the search engines with appropriate page titles and meta descriptions added to increase visibility for each property in its specific area.

An ongoing SEO plan is now in place, including regular link checking, a powerful link building campaign to help improve the authority of the domain and to build authoritative links into the website.

Results & Success

Sunderlands now have a robust and secure mobile first Drupal website with dynamic property updates; they have a striking new brand and are enjoying an increase in web traffic, page views and conversions.  The website is appearing for a variety of keywords and phrases and the overall authority is much stronger.

Techniques Used: 
  • Drupal Architecture & Development
  • Drupal Custom Module Development
  • Graphic Design
  • Technical SEO
  • SEO Setup
  • Link Building
  • Content Writing
What The Client Says: 
The customer service that you have provided has been exceptional in an intense period of our company rebranding. We are extremely pleased with the new state-of-the-art website that you have provided us and I think it places us one step ahead of our competitors. Your attention to detail and quick responses to queries or amendments that we have requested has been exemplary and I would have no problem in recommending your company to others.
Matthew Nicholls
Partner
Sunderlands

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