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The brief
BHN wanted one thing - for Extras to become the #1 employee benefits platform in the UK.
BHN is a successful global payment, incentives and benefits company with a net worth of approximately $2.7 billion. When Monday Clicks started working with the business all of its employee benefits offerings (such as Cyclescheme and Home & Tech Scheme) had their own individual websites. BHN wanted to bring all of these under one-roof in the form of an employee benefits platform, Extras.
Monday Clicks was initially tasked to launch the BHN Extras website in 2023 and after a year of success with #1 rankings, high-quality traffic and client acquisition we were hired to continue supporting the growth of the benefits platform in 2024. The brief? Push forward with rapid acquisition alongside growing a credible brand in the industry.
88%
Organic Traffic increase YoY.
80%
The incredible high engagement rate achieved.
18%
Organic traffic conversion rate.
What we did
Smart SEO-optimised Content Strategy, CRO campaign, and Digital PR.
We were in a fruitful position in 2024 as we had all of 2023's organic traffic and website behaviour data under our belts and therefore could use this to learn and refine the strategy.
The data confirmed what website content was converting, but also what web pages needed some attention to get desired results. Using the insights we developed a CRO campaign that would guide potential customers more effectively around the Extras platform, and therefore encourage them to take the desired action.
Previous data also confirmed that long-form, informative articles were a real asset to the buying-cycle so we updated all high-performing legacy content, alongside producing a strategic content calendar to capture even more prospects that were looking for support and answers about employee benefits programmes.
The employee benefits industry is a competitive space which means all three fundamental aspects of SEO (on-page, technical and off-page) were crucial to get top spot rankings. On-page and technical SEO were covered within the plan, but we needed to layer on a more active off-page programme to really cut-through the noise. Our team identified the top tier publications and websites that would grow a high-quality backlink profile and put in place a digital PR plan to secure these spots. We don’t do link-building for link-building sake at Monday Clicks, all of our backlink programmes are PR driven to ensure links actually make a difference and are future-proofed for the business.
The results.
88% organic traffic increase YoY, 7k organic customer leads, and an extremely high engagement rate of 80%.
The year-long retainer campaign took Extras’ website organic traffic to 37,240 (up from 19,804 in 2023) totalling an 88% uplift YoY.
However, because we believe organic traffic can sometimes be a vanity metric we always measure leads, conversions and sales too. 7,033 leads were generated in 2024 via the organic search channel equating to an impressive 18% conversion rate.
The cherry on the cake however was the results from the CRO campaign. We recognised that some key pages had high bounce rates and therefore required attention to serve Users effectively. After addressing web page design, structure and content we managed to reduce bounce rates by 63% from an average of 55% to just 20%.
Ross Powell, Digital Marketing Manager at BHN Extras said, "Working with the Monday Clicks team has been one of the best decisions our business has made. Their expertise across a range of projects, from SEO content to conversion rate optimisation and strategic consultancy, has delivered outstanding results.
"Thanks to their data-driven approach and positive 'can-do' attitude, we’ve seen a 6 x increase in organic traffic, taking our site visits from hundreds per month into the thousands. Nothing is too much to ask, and the team are more than willing to go above and beyond to support our business priorities and focus.
"Their accountability, excellent client management, and ability to handle the complexities of our diverse and large business structure has made them an invaluable partner of ours.
"I would highly recommend the Monday Clicks team for anyone seeking real, measurable results and exceptional service."