Driving lead generation with planned local SEO: City Circle
The project overview
Company: City Circle
Location: London, Edinburgh, and UK-wide
Service Focus: Lead generation through SEO
Duration: Ongoing (performance tracked quarterly)
Objective: A clear destination in mind
City Circle, a respected name in UK luxury coach hire, approached us with a clear objective — to increase qualified leads through their website and enhance their visibility in London and Edinburgh’s highly competitive markets.
While their service quality was already top tier, their online presence wasn’t doing it justice. They needed a refined SEO strategy, stronger content, and a user experience that matched the professionalism of their brand.
The challenge: Elevating a trusted brand in a competitive market
City Circle required a modern website experience, enhanced keyword visibility, and a reliable method to convert search traffic into new business across the UK, particularly in London and Edinburgh.
Our mission? Turn their website into a powerful sales tool that delivers results across the UK.
Our Strategic SEO Response
We focused on developing a comprehensive SEO and user experience strategy that would differentiate City Circle and drive long-term growth. Here’s how we tackled it:
In-depth SEO strategy
We kicked off the project with a detailed audit to identify opportunities across content, design, rankings, and conversion flow.
Competitor and keyword research focused on high-intent phrases like ‘Coach Hire London’ and ‘Coach Hire Gatwick’
Technical SEO improvements: page speed, mobile responsiveness, metadata cleanup, and schema implementation
Local SEO enhancements across London and Edinburgh, including GBP updates and NAP consistency
Content optimisation
Content was at the heart of the strategy. We refined and expanded service descriptions and created new landing pages to target location-specific searches.
Unique location pages for London, Edinburgh, Gatwick, and key regional hubs
Clear, informative copy that highlighted fleet options, use cases, and value proposition
Strong calls to action across the site to drive conversions at every stage
CRO and UX improvements
A great SEO strategy is only as strong as the website it supports. We enhanced conversion flow and usability:
Refreshed navigation and structure to streamline user journeys
Encouraged the use of Google Reviews to build online reputation and trust
Clear enquiry forms, mobile-friendly design, and persuasive CTAs
Results: A Journey Worth Taking
£500,440.27 in total sales in 2024 vs £276,147.00 in 2023
This leads to +81.2% YoY Revenue GrowthRanking Success
Position 3 for “Coach Hire London”
Position 1 for “Coach Hire Gatwick”
Enhanced visibility across regional pages
More leads, more calls, and a stronger digital presence nationwide
Ready to take the lead?
Your SEO strategy should work as hard as you do. Get in touch at hello@makemelocal.com or call 0800 772 0022
Why did this approach make a difference?
By aligning the content with user intent and improving the website’s performance across every touchpoint, we helped City Circle turn organic traffic into tangible revenue.
The combined power of SEO, UX, and CRO resulted in better visibility on keywords that drive results, increased trust through improved branding and testimonials, and more leads from users ready to book.