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Local SEO and content that drives real results: Pace Van Hire
The project overview
- Company: Pace Van Hire
- Location: Eltham, New Cross, Croydon
- Service Focus: Local SEO and lead generation
- Duration: Ongoing project with quarterly performance tracking
Driving growth in a competitive market: The Pace Van Hire story
Pace Van Hire is a trusted name in van rentals across Eltham, New Cross, and Croydon. With increasing competition in the local hire market, they approached Make Me Local to enhance their visibility, increase bookings, and secure more organic leads.
We were recommended to Pace Van Hire, and we’ve been working on their digital marketing ever since. Our team meets with them every quarter to check in on their requirements and ensure we’re still meeting their needs.
The challenges we tackled head-on
When we began working with Pace Van Hire, ownership of the business had just been passed down from father to son. They came to us looking to modernise their website, as they hadn’t fully embraced digital marketing as a lead generation strategy up until then.
The long-term objective for Pace Van Hire is to target specific locations that will encourage locals to consider them when they need to hire a van. Pairing this approach with a brand-new website has been highly effective, allowing them to receive the enquiries they need. The three primary issues:
- South London is teeming with van hire competitors, many with long-established SEO histories and aggressive advertising budgets.
- Pace expanded its fleet and introduced new services, but these weren’t reflected online in a way that would generate traffic or convert visitors.
- Although the business had solid branding, organic search visibility lagged in key service areas and for newer offerings like long-term van hire.
Our strategy to power up the performance
To optimise Pace Van Hire’s website and ensure they receive an increase in enquiries, we:
Local SEO and organic content
We drilled into hyper-local keywords and built optimised location pages for Eltham, New Cross, and Croydon. Through targeted keyword research and the creation of rich content, we strengthened their visibility where it mattered most.
We focused on:
- Optimising core service pages to capture local searches
- Writing tailored content for long-term hire and new vehicle categories
- Implementing internal linking structures to improve crawlability and site hierarchy
- Updating metadata, schema markup, and GMB posts to reflect service expansion
CRO enhancements to convert traffic
The website already had a decent user base. Our goal was to make that traffic work harder. We improved CTA placement, added sticky buttons for phone calls, and simplified enquiry forms across all device types.
Complete website redesign with professional photography
We redesigned and rebuilt the Pace Van Hire website from the ground up, creating a faster, cleaner, and more intuitive platform that truly reflected the professionalism of their growing business.
Moreover, high-quality isolated imagery of their vans gave the site a polished look while helping customers visualise exactly what they were hiring.
Smart booking system
We introduced a streamlined booking system that auto-fills forms with customer information. This not only simplified the user experience but also supported the internal team in staying organised and efficient.
Content marketing to promote long-term hire
In 2023, Pace introduced long-term van hire—a service with great potential, but low visibility. We created blog posts, landing pages, and cross-linked content to highlight this offering and generate relevant traffic.
Results that speak for themselves (Year on year growth 2023 vs 2024)
Performance highlights
- Click to Call: 4,196 (2024) vs 2,155 (2023) – +94.7%
- Click to Email: 390 (2024) vs 243 (2023) – +60.5%
- Organic Traffic: 90,258 sessions (2024) vs 77,465 sessions (2023) – +16.5%
Rankings
Significant growth in rankings for van hire–related searches across South London, including “van hire Croydon,” “crew cab tipper hire,” and “long-term van hire London.”
Business expansion
The outcome of our work for Pace Van Hire has enabled them to double the size of their fleet within a year. They are now one of the largest van rental agencies south of the river!
Transform your website into a lead machine
From functionality to design, we’ll rebuild it with growth in mind. Contact us at 0800 772 0022 or email hello@makemelocal.com.
How did this work for our client and why?
Pace Van Hire is now established as a go-to provider across multiple locations in South London. Their visibility and credibility have grown, and the proof is in the bookings.
New service lines, such as long-term hiring, are now discoverable and generating leads. As a result of this performance, they’ve launched a mechanics service under the LCV Mechanics brand, expanded their fleet with new vehicles, including Crew Cab Tippers, and are exploring opportunities for additional branches.
By combining a sleek, functional website with hyper-local SEO and continuous content creation, we gave Pace Van Hire exactly what they needed: visibility and conversion power. The new booking system streamlined their operations, while tailored location pages helped them dominate search results across South London.
Ready to grow your business like this?
Unlock your business potential with expert-led SEO and content strategy. Talk with our experts today at hello@makemelocal.com, call 0800 772 0022, or complete the contact form to schedule a consultation.
