Broad Lane Leisure

New website to improve conversions and visitor experience

Broad Lane Leisure are a caravan dealership based in the Midlands, with three retail branches across the area. They specialise in new and used caravan, motorhome and campervan sales, as well as awnings and camping accessories. 


Broad Lane Leisure approached AlphaQuad with a need to create a website that would both attract and convert more visitors. Like most caravan dealers, they utilise a third-party sales site to list their caravans which then automatically populates their own website. This meant that they frequently had issues with duplicate content hampering their progress in search engine results.

Broad Lane Leisure

Our approach

We created a dedicated API system which pulled the third party listing information through to the Broad Lane site, which meant the sales team still only needed to list the information once whilst giving AlphaQuad control over the design and layout - allowing us continually refine and optimise for conversion. In addition, we provided additional copy fields to enhance the listings and provide unique copy that would appeal to search engines and visitors alike.

We also created an e-commerce section to the website that would allow Broad Lane to sell their range of awnings and camping accessories to customers beyond the West Midlands area.

The result

Since the new website went live visitor numbers have increased by 17% compared to the same period last year, while enquiries through the website are up by 296%

In addition, their target keywords have seen an improvement in Google search ranking in the first three months of implementing an SEO programme, and there has been a 44% increase in the number of target keywords now on page one of results.