Canary Wharf Group operates three separate websites—Group, Residential, and London—each targeting distinct audiences. The Residential site needed to grow its organic visibility, attract more qualified leads, and improve conversion performance, but was heavily reliant on branded search terms tied to building names.
Ahead of a new site launch in May 2022, the challenge was to create a search-friendly platform that could better support lead generation, cater to user intent, and broaden the site’s reach through non-branded search terms. They needed a digital partner who could blend technical expertise with strategic content and UX thinking.
We supported the design and launch of the new Residential site, helping shape the technical foundation, user journey, and content strategy from the ground up. Post-launch, we introduced apartment-specific landing pages (e.g. 1-bedroom, 2-bedroom) to target a wider range of high-intent search terms and reduce dependence on building names for organic traffic.
Alongside this, we optimised core service pages to improve performance in the search results, guided by competitor analysis and keyword insights. These changes helped the site attract a broader audience of prospective renters and buyers looking for general apartment options in Canary Wharf.