Our partnership with Pioneer Group began back when V Formation were tenants at BioCity Nottingham, where we established a strong relationship with the team that has evolved over the years through various projects.  

The challenge 

Pioneer was facing several digital hurdles with their digital strategy. Specifically, its website was lacking in visibility and performance on search engines, and copy was not optimised for target keywords. This lack of visibility in Google meant it was finding it challenging to fill lab spaces at its newest locations. Pioneer required a solution that would not only improve its website’s functionality but also drive qualified traffic and generate leads effectively.

The solution

V Formation implemented a two-pronged approach: 

Website audit and optimisation: A thorough audit was conducted to identify and rectify issues affecting user experience and search engine visibility. 

Strategic paid advertising campaigns: To complement the website improvements, V Formation developed targeted paid advertising campaigns focusing on Google Search and Display ads. 

Optimising the website  

We began with a comprehensive website audit, conducted by our Account Manager: Digital, Amy Cotterill. Based on the website audit findings, V Formation then implemented a series of recommended changes across the site, including:  

• Enhancing the user journey by revamping the sitemap and page layouts  

• Optimising the copy on location pages to target specific keywords  

• Developing robust Google Ad campaigns for two key locations – Hexagon Tower and Kent Science Park – to drive enquiries, leads, and brochure downloads, ultimately aiming to fill lab spaces  

• Generating monthly blogs targeted for SEO to boost keyword performance  

In addition, our Senior PR & Marketing Executive, Beckie Barrett, now produces monthly SEO blogs optimised for specific keywords to further drive traffic to the site and improve their inbound marketing.   

Paid advertising strategy 

Understanding the significance of reaching key decision-makers in the life sciences sector, V Formation crafted a paid advertising strategy to help deliver an increase in web enquires. 

Google Search Ads: By conducting in-depth keyword research, V Formation ensured that ads appeared in front of users actively searching for life sciences office and lab space. This approach maximised ad spend efficiency and attracted high-quality leads. 

Google Display Ads: V Formation’s digital team crafted a list of relevant websites for the life sciences audience, and worked with Pioneer’s design team to create impactful display ads that were engaging and true to the brand.

High-quality results 

 The project has delivered outstanding, measurable results, including: 

• Optimised search results: Pioneer Group’s website now ranks as the number one search result for each location under the key phrase “labs to rent in X,” and includes numerous featured snippets on Google.  

• Increased website traffic: Website traffic has surged by 70%, with the majority of users now finding the site through organic search, a significant improvement from the past.  

• Enhanced lead generation: The campaigns attracted a higher volume of qualified leads, leading to increased inquiries and potential business opportunities. 

To further enhance site performance, we are also embarking on a backlink project using the content we create for Pioneer Group, aiming to secure high-quality backlinks from reputable sources.  

V Formation continues to provide monthly analytics reports to monitor data, including traffic, keywords, and ad performance, ensuring continuous improvement and sustained success.  

Steve Jarvis, Digital Content Manager at Pioneer Group, said:

“Amy and Beckie are both professional, hardworking and diligent – both have been flexible when required, with no fuss. As someone who has been on the other side of our calls many times at various marketing agencies, they have delivered a standard of service any client would be happy to receive.” 

Digital strategy at its best 

Our collaboration with Pioneer Group showcases the transformative impact of a well-executed digital strategy with a blend of website optimisation and targeted paid advertising.  

By addressing key challenges and leveraging targeted optimisation techniques, V Formation has significantly enhanced Pioneer Group’s online presence, driving traffic, generating leads, and ensuring their digital assets perform at their best.  

V Formation provides a wide range of digital marketing services that will help you stay on top in an ever-evolving landscape. Get in touch with our digital team to find out more.