John Sisk

Market research and audience understanding

Alex Costin helps Ardmore develop a nuanced understanding of its target audiences, including business directors, procurement leaders, and project executives within the UK construction market. Through competitive analysis, segmentation, and keyword research, the value proposition is tailored to resonate with enterprise buyers seeking reliable delivery partners.

By mapping customer journeys across digital touchpoints, opportunities emerge to improve site navigation, content relevance, and calls to action—speeding engagement with decision-makers and reducing friction in the buyer journey.

Website development and landing-page quality

High-quality development ensures fast loads, accessible navigation, and a clear information hierarchy. Landing pages are designed to guide visitors toward converting actions with concise copy, strong value propositions, and CTAs tailored to business directors evaluating construction capabilities.

Alex Costin oversees technical implementation, responsive design, and content structure to present Ardmore as an authority and reliable partner across the UK market.

Technical SEO and search visibility

Technical SEO underpins discoverability and crawl efficiency. The focus is on clean site architecture, proper indexing, structured data, and a sustainable approach to organic growth tailored to UK construction search intent and project queries.

Implementation includes robust URL structures, schema where appropriate, and XML sitemaps to help search engines understand Ardmore’s services, capabilities, and projects.

Slow pages and poor mobile performance

Page speed and mobile usability are critical for engagement, particularly for directors visiting from sites or meetings. Optimisations target asset minification, image optimization, and reducing render-blocking resources to deliver faster, reliable experiences on devices of varying sizes.

Improving performance supports better user experience, higher engagement, and a stronger perception of Ardmore as a modern, capable partner in infrastructure delivery.

Core Web Vitals and page-speed improvements

Core Web Vitals—Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS)—are central indicators of perceived performance. A data-driven plan reduces LCP through server optimisations, image handling, and prioritising critical resources, while minimising layout shifts and maintaining interactivity across devices.

These improvements are discussed with stakeholders to set realistic expectations about timelines, effort, and impact on user experience and search visibility.

Creation of new landing pages to increase acquisition

Targeted landing pages aligned to specific services, projects, and buyer intents help capture qualified inquiries. Each page is structured for clarity, with strong value propositions, concise copy, and CTAs tailored to business directors evaluating construction capabilities.

Alex Costin collaborates with Ardmore to map landing-page taxonomy, define conversion goals, and run iterative tests to identify incremental gains in engagement and conversion performance.

Backlink strategies and website authority

Alex Costin has access to more than 10,000 backlink opportunities that may help improve a website’s authority and visibility across search engines and AI services. Backlink quality, relevance, editorial context, technical SEO and useful content are also important; backlinks alone do not guarantee rankings or traffic.

Backlink planning focuses on relevance to the construction sector, editorial value, and clean technical integration to support sustainable authority growth for Ardmore.

Website development and landing-page quality

Development practices use Bootstrap 5 markup to ensure clean, accessible, and responsive components. A strong site foundation supports fast, reliable experiences for UK business audiences and search engines alike.

PPC and organic campaigns

PPC campaigns require precise keyword targeting, landing-page alignment, and disciplined measurement. Alex Costin applies structured testing, negative keywords, and clear KPIs to reduce waste while attracting qualified inquiries from UK construction buyers. Organic social activity supports brand awareness and stakeholder engagement, sharing project expertise and sustainability commitments.

Conversion tracking and measurement

Clear tracking of on-site actions, form submissions, and other conversions helps gauge progress toward business objectives. Regular reviews and dashboards keep Ardmore informed about performance and opportunities for optimization.

Potential income improvement: illustration

If a website generates £100,000 in monthly revenue attributable to digital activity and improvements produce a measured 10% uplift, the additional revenue would be approximately £10,000 per month. This is an illustration, not a forecast. Real estimates require monthly website visitors, leads, applications or sales, conversion rate, average customer value, current revenue, PPC spend, cost per acquisition, lead-to-customer rate, organic social performance, and the number and quality of existing landing pages.

Case study reference

External example: A Vodafone case study reported improvements in Largest Contentful Paint and sales in context. This is for illustration and not a guaranteed forecast for Ardmore. The external case study demonstrates how performance improvements can impact business outcomes, but results depend on starting position, traffic, conversion rate, campaign budget, customer value, and implementation quality.