The Client

Mactaggart and Mickel is one of the UK's leading home building companies. Established in 1925, the homebuilder has played an integral role in developing some of Scotland's most exclusive housing developments. Today Mactaggart and Mickel has established themselves as a highly customer focussed and quality homebuilder as well as being one of the most profitable company's in Scotland.

The Challenge

The Mactaggart & Mickel site required evaluation in terms of its online performance including search marketing performance, prospect conversion and usability. Mine Digital was approached by the company to analyse the current site and produce a long-term digital marketing strategy.

The Solution

Mine Digital conducted a systematic and comprehensive benchmarking study which would benchmark the Mactaggart & Mickel site against a number of key performance indicators with its competitors across the UK.

The bench marketing analysis covered a number of areas, which focused on the following:

• Assessment of the Mactaggart and Mickel site in terms of usability, calls to action, customer interaction, information delivery and overall functionality.
• Assessment of current traffic levels and visitor trends
• Assessment of current visitor sources
• Assessment of customer relationship management strategies

A valid methodology was also deployed to accurately compare the site against key competitors, locally and nationally.

The Results

The bench marking study provided a sound basis for a series of recommendations made to Mactaggart & Mickel in order to improve their online performance. This included new design strategies, search engine optimisation techniques, link strategies and data management.

A sophisticated reporting system has also now been integrated for Mac Mic, which provides detailed stats on visitor behaviour, which will assist with the overall search marketing strategy as it is reviewed and enhanced.