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BP works with Equator to launch first stand alone gas site


By The Drum Team, Editorial

June 17, 2011 | 3 min read

BP Gas has launched bpgas.co.uk – the first ever BP liquid petroleum gas (LPG) site to come off the global bp.com platform.

Working with Glasgow-based digital agency Equator, the objective was to create a site that focuses on providing a great customer experience and makes BP Gas a key player across UK search engine results.

Within only a few days of launch, the site already ranks within the top 10 for a number of key search terms, proving the breakaway to be a great success.

This was achieved by building the site around the distinct LPG offerings provided by BP Gas. Consequently, users are able to easily navigate through the site to the content that is most relevant to them, whether that be Business or Domestic needs, or choosing between bottled gas, bulk tank or auto gas. The site structure provides goal orientated user journeys and ensures that content is keyword focused and optimised for SEO.

“Developing the new BP Gas site around a clear SEO strategy has meant that we’ve been able to hit the ground running following its launch” says Martin Jordan, director of marketing at Equator. “From the initial planning stages, right through to copywriting and design and build, maintaining this focus on producing a search engine friendly and customer focussed site has produced immediate results in terms of rankings for key terms such as ‘bottled gas’ which is fantastic.”

The site, developed using an Umbraco CMS platform, will provide BP Gas with the ability to quickly respond to customers’ needs whilst ensuring that it is future proof for expansion into niche content areas.

In addition, functionality such as allowing customers to check the status of their gas delivery online, means there’s no longer a need to wait to talk to an operator and provides peace of mind during busy periods such as winter when gas deliveries can become a major household concern.

John McLeish, Equator’s MD, added: “This has been an excellent project for us to work on and utilise our skills as a full-service, digitally led agency. Our experience of working on multi-territory projects for the likes of HTC Europe and PKF International has proved invaluable once again when required to work with the various BP departments and third parties in markets around the world.

“We’re looking forward to continuing our relationship with BP Gas and building on the results achieved so far.”

Steven Rowley, Marketing Manager, at BP Gas said: “We've been delighted with the approach Equator have taken to our project. They have listened to our business requirements and ensured every decision made throughout the project meets our business objectives. Having a clear SEO strategy has helped us see positive results in the first week, much faster than we anticipated.”

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