One of our clients,
More Bathrooms (part of the Leeds-based home improvement specialist Passmore Group), has seen tremendous success after launching their new websites – seeing a 185% increase in website visits. As they begin new projects and embrace new marketing strategies, we caught up with Rebecca Silvers, their Marketing Executive, who shared some of the successes and challenges of growing the More Bathrooms brand.
Sum up your company in no more than 10 words.
Dream bathrooms – made reality from design to completion.
What was the initial inspiration behind More Bathrooms?
As a company, we have been operating for over 50 years and for a large proportion of those years, the bulk of our work was council and contract bathroom adaptation.
We wanted to reduce this reliance and grow within the private sector, so the company underwent a rebrand and the three business divisions behind Passmore were born –
More Bathrooms, More Ability and More Build.
What drives your business forward?
A desire and ethos to be better than the rest in everything that we do; better in how we operate, communicate, deliver and perform.
What has been the most exciting moment for you, personally, since being at the company?
Involvement in the re-development of the website – definitely a highlight in terms of things that we learnt and new experiences.
This has continued following the launch of the sites given the flexibility of them – we are continuously looking to add to our digital portfolio and the structure of our sites and the platform they’re built on allows this.
Second to this are the new initiatives and strategic marketing development that we are currently working on.
What is the biggest challenge for your business?
Despite the recession being technically over, there is still a hangover as consumers seek real value for their money when deciding on any major expense. Our challenge, as always, is to convince our prospects of the value in choosing us for their new dream bathroom.
How important is a digital presence for More Bathrooms?
Huge! We made the decision to re-develop the sites because we believed the web to be at the centre of all our marketing.
The existing site structure didn’t allow us to continuously update our content collateral in terms of help, information and advice – which is the direction that SEO and content marketing has headed.
The decision was made to re-develop the sites to facilitate this and these projects are presently the largest area of concentration, time and cost.
How did you first hear about Statement?
In early 2014, our MD Tony Passmore completed an intense six-month’s program which was run in conjunction with Goldman Sachs, the leading worldwide investment bank, and Leeds University Business School, to create a growth strategy for businesses. Through this program, he met one of Statement’s existing clients, who made the recommendation.
When you initially contacted us, what were you looking for?
We were initially looking for help, advice and some direction in terms of where the web was going and what this meant in relation to our digital marketing. There was a period of uncertainty when what we thought SEO was (link building and keywords) no longer seemed to exist. We wanted some guidance in relation to where the web was going and what we could do to incorporate this change.
What kind of comments do people make about your website?
Fantastic, visually inspiring, aesthetically pleasing, informative, great content, easy to use and professional.
What’s next for More Bathrooms?
Online strategic marketing development, in terms of making more of our ‘softer’ online leads.
We want to encourage those who are researching bathrooms to enter the funnel by downloading targeted information and content which then allows us to nurture those leads through automated emails and sales process support.
Principally, we are wanting to add value to what’s already there and attract more through a series of channels and initiatives, i.e. AdWords remarketing.
We are also looking to update all of our offline collateral / communications to the same visual appeal, tone and positioning of the websites for a consistent and integrated approach.