LEISURE LAKES BIKES: £4 MILLION+ YoY ORGANIC REVENUE INCREASE IN CYCLING BOOM

Leisure Lakes Bikes is an established retailer specialising in the sale and rental of bikes. The company has 11 stores across the UK and still lives and breathes its family-run ethos. Leisure Lakes Bikes partnered with Mediaworks to grow revenue and rank highly in search during the height of the competitive market during the pandemic.

Engagement

261%

Increase in organic transactions

Visibility

190%

Increase in sessions to the website from ranking on page 1 in search

Growth

172%

Increase in YoY organic revenue

Engagement

261%

Increase in organic transactions

Leisure Lakes Bikes was created back in 1981 by the Noy brothers who built their business influenced by a passion for cycling. Leisure Lakes Bikes partnered with Mediaworks to increase sales revenue in a period of uncertainty and paused brick-and-mortar sales during a time of national lockdown.

The national cycling retailer was committed to ranking its site on the first page of Google results for high-volume non-brand searches including “mountain bikes” and “electric bikes” to drive inbound transactional search traffic. These terms were very competitive due to the high volume of searches and generic nature. Therefore, it was crucial to generate high-quality, relevant backlinks.

To achieve Leisure Lakes Bikes’ commercial goals, Mediaworks focused on producing timely, relevant, and engaging content that could place them on leading publication websites through their relationships with an established network of journalists. Mediaworks produced a number of unique data sets based on trending topics around cycling, particularly as a result of the increased demand for the products during the national lockdowns. This increase in demand provided a dramatic increase in competition, but also an opportunity to boost Leisure Lakes Bikes’ sales during a time of very high demand.

By collating the search data on over 2,600 cycling-related terms by region, we were able to use our unique data set to work with publications to create insights and produce a series of content; “REVEALED: UK Regions Responsible for the Cycling Boom”, “What Will the Car-Free Cities of the Future Look Like?”, “Why You Should Swap Your Car For a Bike in 2020”, “Recreating the Coolest Bikes From Netflix”, and “3 Easy Ways to Make Your Mountain Bike Last Longer”.

Mediaworks targeted publications with high domain authorities, generating 89 high-quality backlinks due to the relevance and timeliness of our content. the Leisure Lakes Bikes target of £4.8 million in revenue over the course of the financial year was exceeded, delivering £6.39 million in revenue. £5.13 million of this revenue was from non-homepage traffic. We were able to move their ranking for their core product “mountain bikes” from 26th to 4thin the UK, firmly establishing Leisure Lakes Bikes at the beginning of its customer’s buying journey, on the first page of search.

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