How Green Parking generated +188% organic conversions and 3.3X’d their conversion rate

Green Parking is a provider of flexible parking solutions with over 30 years experience operating car parks in the UK. As of 1st January 2025, Green Parking operates over 20 car parks across the UK.

Green Parking sought an SEO partner to improve the visibility of their car parks in search engines, with the goal of generating more visits,  bookings and revenue from their parking service.

Green Parking started working with Richard September Consulting (RSC) in February 2024. The conversion-focused strategy involved redesigning and optimising car park pages, a full Google Business Profile audit, and a major website refresh.

Here’s how we increased organic conversions by 188%, 3.3x’d their conversion rate and generated 32% increase in organic traffic:

1. Designing search-friendly, conversion-focused landing pages

After an in-depth website and performance audit, it was clear that Green Parking’s current car park landing pages needed a transformation.

Whilst past SEO work was successful in generating organic traffic, there was a significant commercial opportunity to improve bookings and conversions.

Outdated SEO tactics like keyword stuffing, combined with poorly structured content, broken links and no focus on the customer journey meant customers weren’t converting well.

Working closely with a UX designer, we designed a brand new template for each car park. We worked closely with the client to understand what customers valued when looking for parking space – what information they need to know, in what order, and what action we want them to take.

Once we had the wireframe and content structure for the new car park landing pages complete, they moved into high fidelity design and development in WordPress.

Left: Wireframe of new interface, Right: Complete design of new interface

2. Creating helpful, customer-first content

Two key goals were set out when transforming Green Parking’s website:

1. Ensure their car parks are highly visible and easily discoverable in search engines
2. Ensure once customers are on the website, they’re presented with all the information necessary to convert

The first step was structuring the car park page content logically – what key information do customer need first so they have the confidence to park.

The content utilised key information such as address and map location, car park pricing, images of the car park, nearby events and attractions and FAQs. All whilst incorporating easy booking and direction links.

Once we had the structure confirmed, we worked closely with a copywriter to produce customer-focused copy for parking users.

3. Developing and deploying the new landing pages

Once the new designs and the content was complete, the website transformation went into development.

We worked closely with a WordPress developer to deliver the website within two weeks of handover. From the SEO side, this involved technical SEO checks before the new website went live – ensuring search engines can easily see and crawl the content.

4. Supporting work

Alongside the website transformation project, the SEO strategy involved optimising Green Parking’s other digital touch points, such as their Google Business Profiles. As many customers search for parking via Google Maps, these are key for conversion.

This involved:

• A full Google Business Profile audit across all car park sites.
• Improved imagery to showcase car park entrance, spaces and signage directly on Google Maps.
• Detailed information of car parks added to all car parks.
• Addition of direct links to booking platforms (JustPark, ParkBee, etc).
• Implementation of a Google review process to help generate new reviews at the car park level.

The results