Having already been shortlisted for the Global Search Awards this year, Monday Clicks is again making its mark on the industry. This time, the Berkshire-based copywriting agency has been nominated for a Global Content Award, using high-quality editorial to boost the online presence of a certified B-Corp.
Having delivered 2,500+ projects worldwide, Area was already well-positioned as a progressive leader in workplace design. However, one aspect of their offering didn’t have the presence it deserved: laboratories.
Striving for the top of the SERPs
Following a post-pandemic boom in research and development, the brand needed to raise its profile in the laboratory space. Importantly, it had to demonstrate its expertise in implementing safe and sustainable environments – a significant challenge in such a crowded market.
Area’s service-awareness goal was simple but ambitious: to quickly get the business ranking on page one on search engines for a number of competitive terms. To do so, the Monday Clicks team created a series of SEO-driven articles and a high-quality gated article tasked with driving organic traffic and lead generation. However, these authoritative pieces of content had to do more than just turn up on the results pages; they had to be easily understood by a variety of online audiences.
So how did they do it?
“With stakeholder interviews, in-depth keyword research, gap analysis and creativity, we uncovered the organic search terms that would be niche enough to compete for and also had a good monthly search volume. As this is such a technical space, we needed to strike the right balance between demonstrating Area’s expertise to those familiar with laboratories and coherently explaining its intricacies to anyone entering the market. It was a challenging balance to achieve – but we did it,” says Content Writer, Andy Baker.
Shining the spotlight on a sustainable partner
In just three months after going live and with a relatively small budget, Area’s gated guide and the SEO-driven articles received the #1 spot in Google’s search results, a top featured snippet on the subject, over 1.5k web hits and 250+ downloads and follow-up leads; the latter making a monumental difference to Area’s sales team.
But this work was just as important to a values-driven agency like Monday Clicks as it is to a B-Corp such as Area. Abbie Dando, Monday Clicks’ Founder and Director, says:
“As countless offices lay empty due to the shift towards remote working, this campaign was a vital opportunity to help transform these spaces into something worthwhile. But when the average lab uses five times as much water as the traditional office, we wanted to use our expertise to shine a spotlight on one of the most innovative and sustainable partners in the marketplace.
Transcending a traditional SEO-driven content strategy, we felt it was our social responsibility to direct landlords towards an organisation that can deliver these projects safely today, so those working inside can create the solutions for tomorrow. At Monday Clicks, we’re proud to have been a part of such a vital project,” says Abbie.
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