Canary Wharf Group manages three distinct websites, Group, Residential, and London, each designed to serve different audiences. The Residential site needed to expand its organic visibility, attract more qualified leads, and improve conversion performance. However, much of its traffic was tied to branded search terms linked to specific building names.
With a new website launch scheduled for May 2022, the challenge was to develop a search-optimised platform that could drive stronger lead generation, align with user intent, and capture a wider audience through non-branded search opportunities. To achieve this, Canary Wharf Group needed a digital partner with the technical expertise, strategic content approach, and UX insight to deliver a seamless, high-performing solution.
We partnered closely with Canary Wharf Group on the design and launch of the new Residential website, shaping its technical framework, user experience, and content strategy from the outset. After launch, we introduced dedicated apartment-type landing pages, such as 1-bedroom and 2-bedroom listings, to capture a wider range of high-intent search queries and reduce reliance on branded building names for organic visibility.
In parallel, we refined the core service pages, using competitor analysis and keyword insights to strengthen their performance in search results. These updates enabled the site to reach a broader audience of prospective renters and buyers searching for apartment options in Canary Wharf, significantly improving engagement and lead quality.