Meridian Parks

Meridian Parks offer holiday homes situated across their 14 picturesque parks (and growing!) across the UK.

We first started working with them on their Google Ads campaigns ensuring they captured the right traffic to improve their conversion rates. Through a range of campaign types, we built a complete funnel strategy that enabled us to target the right people, at the right place, at the right time.

After seeing success with their Google Ads, they worked with us to redevelop their website ,ensuring the different parks and holiday caravans were front and centre of the brand. By featuring imagery of the different parks alongside stock levels and key features, we brought the parks to life and made it easy for customers to browse.

Furthermore, customers usually want a holiday home that’s situated not too far away from where they live as they’ll often be using this several times throughout the year. Therefore we made it easy for people to find the right park as they can enter their postcode into the search bar and see a list of parks ordered by proximity. This allows them to filter results to find their ideal holiday home with ease.

Through the launch of their new website and robust marketing strategy, we’ve helped Meridian Parks transform their online presence and we continue to support their growth.

View Website

Project Goals

🚀

Grow their online presence

📈

Increase conversions

🔎

Boost traffic to the site

Visual Guides and Easy Browsing

We designed engaging website interfaces to help people discover the perfect park for their family, with captivating imagery, postcode location search, and an easy scroll feature for browsing.

Clear visual cards also give customers an overview of each park, helping them find the park that offers the amenities that are most important to them. They can also get an insight into the surrounding area with local insights into the attractions.

The distance calculator is also a key feature allowing people to see how far away each park is so they can make the right choice.

Results

242%

Increase In Leads

234%

Improvement In Conversion Rate

37%

Decrease In Cost Per Lead

Executing Multi-Channel Strategies For The Middle Funnel

Purchasing a holiday home is a big decision, which means the customer journey can take longer than other types of purchases. This type of high-ticket purchase also comes with a research stage, as users decide what location they prefer, what it’s like to own a holiday home and insights into the buying process.

Therefore, we utilised Display and YouTube campaigns using mid-funnel audiences to target users when they’re conducting their research. This allows us to get the Meridian Parks brand in front of prospective customers before they have even reached the website. Utilising mid-funnel strategies helps us to get more users in the funnel and push them to take meaningful action when they’re ready to enquire about a holiday home.

Utilising Search Campaigns For High Intent Searchers

Driving high intent traffic to the site is at the core of our Google Ads campaigns. This ensures we’re driving people to the site who are in the market for a holiday home and are ready to enquire about a property. Through keyword testing and research, we crafted high-intent Search Campaigns that get Meridian Parks in front of people who are ready to make a purchase, whilst avoiding the online “window shoppers.”

During our testing, our keyword strategy evolved to encompass the main features that people are looking for in a holiday home. The main category that we discovered was “dog-friendly holiday homes” with many people enquiring about dog-friendly homes and parks. Through specific keyword targeting around dog-friendly holiday homes and emphasising the rest of the dog-friendly features across their parks, we were able to differentiate Meridian Parks from their competitors and appeal to this lucrative demographic.

“Fantastic firm to do business with, down to earth easy to talk to and great work delivered on time in a professional manner. Would recommend and will continue to do business with.” 👋

Frank Maguire

Meridian Parks