Case Study

Digital Leads increased by


Jan 2016 – Mar 2017

Overall Conversions increased by


Jan 2016 – Mar 2017

The Objectives

Creative Play are one of the leaders in providing schools and organisations with playground equipment, they have over there 12 year history designed and constructed over 12,000 playgrounds, they pride themselves on innovative design and high quality.

We Are Web where approached with a simple yet broad brief ‘increase leads’. We can back to them with a full scale digital marketing plan, a big part of this plan was to redevelop the website. Creative Play entrusted us with all areas of our plan, the trust was returned.


Creative Play approached We Are Web with the following objectives:

  • Increase leads from digital presence
  • Review website design and development
  • Review entire digital marketing with a view to creating a new plan

Visit the Website

What We Did

  • Organic search campaign (SEO)
  • Paid advertising management (PPC)
  • Social advertising
  • Website audit & UX improvements (CRO)
  • Website design & development
  • Website & lead tracking
  • Content creation

The Solution

A Different approach to creating playgrounds online

After reviewing Google analytics and conducting a competitor review it was clear that the current website was lagging behind. In a competitive market where clients are looking to spend thousands we felt the site did not reflect the company, its product quality or its inspirational thought leadership in the market.

We took a unique approach to the design and different outlook on the market. For a teacher it can be hard to communicate what products they are interested to a playground company, we made this easy by adding an ecommerce feel to the website, a teacher could simply create their own wish list and the website actually goes against competitors and shows pricing. This was a conscious but debated decision, but in the end a positive one, as the audience who now enquire are in the same league as Creative Play and pricing is never the first question.

A big part of our inspiration for the website was that we make it easy and creative for a teacher or any of the audience to view > select > enquire about the items they want.

Giving the feeling of accomplishment and making something which has an end result of fun, well about exactly that.


The website is full of inspiration and is bursting with historic projects Creative Play have done. The website includes features such as:

  • Bespoke quotation system
  • Playground builder
  • Case study finder geo location
  • Inspiration area
  • Deep backend Wordpress CMS editing functionality

SEO & Content campaigns

The website was the hub for the marketing campaign which was put into play alongside the website build.

The long term objective was for Creative Play to generate more sales leads direct through the website, this was to support their internal business development teams and reduce the reliance on tenders and outbound marketing.

We planned a strategy and executed it was amazing results! SEO was set up to go live once the new website went live. This included the following:

  • Content audit & edits
  • New content and landing page creation
  • Full on page SEO optimisation
  • Keyword strategy
  • Correcting URL’s, titles and meta data
The site migrated successfully and the organic traffic raised after month 2. The website benefited from an in depth keyword strategy, which included adding hundreds of edits to the websites structure and content. Due to this keyword rankings massively increased, including generic keywords such as ‘Playground Equipment’ which went from position 45 to 5 on within 6 months. Overall Creative Play expanded from ranking for 163 keywords to 790 over 12 months. See the SEMRush graph which highlights keyword ranking growth on Google over a time period.

Overall Conversions increased by


Jan 2016 – Mar 2017

Paid advertising campaign

Following the same digital strategy we took over Creative Play’s PPC campaign, an audit revealed that there was a lot of wastage spend, and also that much of the spend was going towards irrelevant clicks, as Creative Play only want Schools, Councils etc we found many of the clicks where Homeowners looking for their kids.

Once we elevated this irrelevant traffic and grew the campaign through new keywords and new audience targeting Creative Play continued to grow their investment.

We are where able to do this whilst reducing CPC by £0.25 within 3 months.

After creating a new PPC build the leads started the rise, but once we launched the new website leads went from 5 a month to over 50 through the website.

A remarketing campaign was also created to support the growing PPC budget. Later social ads

The Results

  • Metric Results

    • Digital Leads increased by


      Increase from Jan 2016 – Mar 2017

    • Organic Conversions increased by


      Increase from Jan 2016 – Mar 2017

    • Paid Advertising Conversions increased by


      Increase from Jan 2016 – Mar 2017

    • Overall ROI increased by


      Increase within 1 year

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