Setting the pace with lead generation: Lanes Driving School
Project overview
Company: Lanes Driving School
Location: Bromley, West Wickham, & Beckenham area
Service Focus: Lead generation
Duration: Year-on-year performance – 2023 to 2024
The Goal: To Bring More Organic Leads
Lanes Driving School, a respected name for driving lessons in Bromley, West Wickham, and Beckenham, came to us with a specific objective: increase their leads through organic search. They needed to improve their calls, number of form completions, and ultimately, more new drivers on the road. We embraced the challenge, understanding the competitive landscape of driving schools in these areas and the importance of staying one step ahead.
Overcoming The Challenges: Staying Competitive In A Crowded Market
The driving lesson industry in Bromley and surrounding areas is highly competitive, with many schools contending for visibility. Staying ahead of algorithm changes and adapting quickly was key. For Lanes Driving School, staying ahead of the competition meant embracing adaptability. Standing out in this crowded space isn’t just about having a website — it demands a proactive, ever-evolving strategy that keeps pace with shifting search algorithms and customer expectations.
Our Approach: Turning Vision Into Reality
To kickstart the project, we conducted an in-depth analysis of demand patterns across Bromley, West Wickham, and Beckenham. We focused on understanding exactly where and how potential learners were searching for driving schools.
Strengthening local keyword targeting:
We researched and implemented highly relevant, location-specific keywords that aligned with real user intent.This ensured that Lanes Driving School appeared prominently when someone searched for driving lessons or intensive courses in Bromley or the surrounding areas, increasing visibility where it mattered most.
Building quality backlinks to drive authority:
We focused on acquiring backlinks from reputable, relevant sites within the education, local community, and driving instruction industries. This enhanced domain authority and drove qualified referral traffic, reinforcing trust with both Google as well as prospective customers.
Optimising user journey through actionable CTAs and simplified forms:
We refined the website’s layout to guide visitors more naturally toward taking action. Clearer call-to-action buttons, streamlined form fields, and strategic page layouts made it quicker and easier for users to request information or book lessons. This directly impacted the conversion rates.
Constantly adjusting strategies by monitoring engagement metrics:
(Conversion Rate Optimisation) were built into the plan—every form, call button, and WhatsApp CTA was tested and refined for improved performance.
The Results (Year On Year: 2023 – 2024)
Key events (Calls + form completion):
2023 – 11,898
2024 – 27,231
This shows a staggering 128.9% increase.
Form completion:
2023 – 7,568
2024 – 13,048
Showing a 72.4% growth within a year.
Organic website sessions:
Organic sessions – 222,780
Total sessions in 2024 – 253,215
Landing page growth:
Intensive Courses Page – 35,424 sessions in 2024 vs 28,841 in 2023 (22.8% increase).
Turn Visitors Into Customers – Let’s Boost Your Leads Today!
If you’re looking for SEO and CRO strategies that evolve, adapt, and deliver real results, let’s talk. Call us today on 0800 772 0022 or email hello@makemelocal.com
Why This Strategy Worked: The Winning Formula
Our primary differentiator was dynamic and flexible SEO planning. We refined our SEO plan regularly to match search trends and Google updates. Every improvement we made targeted the exact service areas the client wanted to dominate. The numbers speak for themselves and reflect real, sustainable lead generation growth. This was because of our focus on building a seamless UX for the customers. Conversion rate optimisation wasn’t an afterthought—it was built into every step of the user journey.