Mactaggart & Mickel

90 Years of Brand and Home Building

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.

  1. Jenny Harvie Miller,
  2. Marketing Manager

The Solution

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:

  • Custom integration with internal ERP system: COINS for a range of live, automated updates on plot availability, sales and reservations - increasing accuracy and convenience for home-buyers and saving Mac & Mic time and data-entry error potential
  • Wistia streaming video offers maximum user engagement and the impression of being ‘in the show-home’ for prospective buyers viewing at work, home or on the move – in addition, Wistia delivers unparalleled analytical intelligence and marketing options for Mac & Mic
  • Online surveys requesting feedback on the website’s user-friendliness and usefulness ensures continual improvement and with and the chance of winning an iPad proving a good incentive for users to get involved!

Digital Marketing approach for Mac & Mic Homes:

  • SEO to build MacMic’s presence through optimised content as well as the company’s authority voice in the ‘Home-buyer’ space online
  • Google AdWords Search PPC campaigns covering Glasgow, Edinburgh and Ayrshire - each split by location and Home development specific ad-groups for maximum relevancy
  • Google AdWords Display to push high-quality, visual ads and Remarketing to keep the Mac & Mic brand in front of prospects
  • Email campaigns: both generic and development-specific to those who live in a particular catchment areas: boosting relevancy and engagement

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