Shola Roebuck, the director of Blink & Smile Homes, a Lagos-based service apartment rental company, approached us with a major challenge: the business had zero online presence and was overly reliant on third-party booking platforms, such as Airbnb, to generate inquiries and bookings.
Shola wanted to take control of her business’s digital future, reduce dependence on third-party platforms, and drive consistent, high-quality bookings directly from her website. But without an established online presence, it seemed like a daunting task.
By applying our 5-Step Client Magnet Framework, we set out to develop the website and build a system that would bring consistent, organic traffic while positioning Blink & Smile as a local authority in the service apartment rental market.
1. Deep Audience Research
Before creating any content, we conducted extensive research into the local market for service apartment rentals in Lagos. We analyzed local competitors, search behaviours, and customer pain points, which revealed that many people were looking for comfortable, trustworthy, and reliable rental options outside of traditional hotel stays.
Key Insight:
Understanding the audience’s needs and search behaviours is critical to crafting a strategy that resonates. Knowing that Shola’s target audience often searched for quality apartments and local experiences made it clear how to approach content creation.
2. Optimized Online Presence
We focused on creating a custom website that was fast, user-friendly, and optimized for conversions. We designed a modern, mobile-friendly layout that highlighted the unique selling points of Blink & Smile’s apartments – premium amenities, unbeatable locations, and personalized services. A key part of this was integrating a simple, efficient booking system that made it easy for potential clients to reserve a space directly from any part of the website.
Key Insight:
Your website should be your most powerful sales tool. A clean, professional design with clear calls to action makes a huge difference in conversions and helps to build trust with visitors.
3. Persuasive Copywriting & Offer Positioning
We worked closely with Shola to refine the messaging, positioning Blink & Smile as the go-to authority for service apartment rentals in Lagos. We restructured the website’s copy to emphasize the quality, convenience, and value of the apartments, speaking directly to what potential guests were looking for: a home away from home with all the perks.
Key Insight:
Effective messaging speaks directly to your audience’s desires and solves their pain points. By positioning Blink & Smile as a premium yet affordable option, we were able to attract qualified traffic that was ready to book.
4. Content-Driven Traffic Strategy
Recognizing the importance of organic traffic, we developed a comprehensive content plan that targeted local searches relevant to service apartments in Lagos. By intensifying content creation, including blog posts, customer testimonials, and FAQs, we ensured that Blink & Smile would appear in search results for queries like “best service apartments in Lagos” and “affordable apartments in Lagos for short-term stays.”
Key Insight:
Content is a key driver of organic traffic especially for local service-based businesses. High-quality, local-focused content will increase visibility on search engines, driving relevant traffic to the website. This strategy helped Blink & Smile establish authority in their niche.
5. High-Intent Local SEO & Facebook Ads Strategy
With the website optimized for conversions and organic traffic flowing in, we launched a targeted local SEO campaign to further boost visibility. Additionally, we implemented Facebook ads in the beginning to reach potential customers searching for home rentals, complementing the organic approach and enhancing overall visibility.
Key Insight:
An integrated strategy combining SEO and targeted Facebook ads creates a powerful force for driving qualified leads and inquiries. This approach ensures that Blink & Smile is visible to potential clients at every stage of their buying journey.
Final Results & Key Takeaways:
- 54% organic traffic increase, with over half coming from local searches.
- 2-5+ bookings per week directly from the website, reducing reliance on third-party platforms.
- Increased brand authority in the Lagos service apartment rental market, positioning Blink & Smile as a trusted option for visitors.
- A sustainable, repeatable system that Shola can continue to leverage for ongoing growth and success.
Key Takeaway:
A comprehensive approach to optimizing your online presence, content strategy, and local SEO can transform your website into a powerful lead-generation tool, allowing businesses like Blink & Smile to attract high-quality leads and reduce dependency on external platforms.
