For 90 years, Mactaggart & Mickel has been a stand-out new home-builder across central Scotland through its great locations, attention to detail and knowing its customer. Mac & Mic (as it is more affectionately known) Homes is part of the wider, family-owned Group of companies now its fourth generation of working in the business.
Mac & Mic is a regular recipient of industry awards and satisfied customer accolades for its homes, people and culture – a brand people trust.
The redevelopment brief mapped out clear goals from launch for the first year:
Boost Mac & Mic’s online brand awareness and sales enquiries via both its Homes and Group websites
Improve the overall user experience - greater levels of targeting, resonance and user-satisfaction, competing with the UK’s best-in-class home-search web offerings including Rightmove and Zoopla
Reduction of admin overheads with process automation through COINS ERP integration
Provide accurate sales information about the various divisions
Re-rationalise the extensive content resource, reducing the text – with no impact to search profile and ranking
Radiator were front runners from the very start of the process and they have not failed to impress us. The Team is the right fit for our business and share the same core values. We are delighted with the progress so far and are excited about future online gains.
- Jenny Harvie Miller,
- Marketing Manager
The previous version of the Mactaggart and Mickel website housed all six divisions in one place: Homes, Group, Commercial Property, Timber systems, Land and Contracts. This set-up was in need of a re-think to provide a more focussed user experience.
By positioning Homes through its own website, we were able to improve the user journey; ensuring content and Digital Marketing activity were more targeted and allowing us to rank for popular and relevant search terms that weren't possible via the previous website.
Spotlight on our delivery:
*not a typo
Digital Marketing approach for Mac & Mic Homes: