SEO Case Study: The Full View

Executive Summary

* 'Commercial pages' include services pages and location pages

Client: The Full View
Industry: Drone Surveying and Aerial Imaging

Reporting Period: March - May 2025 vs March - May 2026

About The Full View

The Full View is an aerial inspection and drone surveying company based in Oxfordshire, founded by Alex Herman. Operating as a nationwide service provider, the team travels across the UK to deliver drone surveying, mapping, and inspection services.

Primary Services:

• Drone roof surveys (residential and commercial)
• Construction progress monitoring
• Thermal imaging surveys
• Land surveys and 2D/3D drone mapping
• Solar panel surveys
• Stockpile/volumetric surveys

Target Audience:

The Challenge

When Alex founded The Full View, drone surveying was an emerging service, built on newer technology that most potential customers were unfamiliar with. While drone surveys offer a clear alternative to traditional manual surveys (cheaper, safer, faster, and more thorough in coverage and accuracy), awareness of the service itself was the first barrier to growth.

When we began the SEO campaign, the vast majority of The Full View's business came from residential clients, typically one-off jobs with limited repeat potential. The objective was to grow the volume of commercial clients who offered both higher revenue per job and stronger repeat business opportunities.

The campaign also started from a blank slate: the site had seen no SEO investment since launching in 2022, and several of the services being targeted were newly added, meaning there was no existing authority or ranking history to build from.

Strategic Approach

Campaign Goals

Primary Objective: Grow the number of organic search leads coming through the website, with a focus on commercial clients.

Key Performance Indicator: Lead Generation

SEO Strategy

We built our SEO strategy around four core pillars:

1. Optimise the site focusing on commercial terms

• Built out a dedicated service page for each unique offering.
• Optimised and improved existing service pages for user experience and crawlability.
• Built in consistent trust signals across every service page: CAA Operational Authorisation, full insurance cover, example drone survey reports from previous customers/clients, and independence from repair work, so findings carry no conflict of interest.
• Rebuilt the navigation menu into a megamenu to expose service and location pages sitewide, reducing crawl depth and strengthening internal linking to aid discovery and indexation.

2. Target relevant and commercial location terms

• Built out unique, locally-relevant location pages to document the extent of the area serviced, rather than templating the same copy across each one.
• Created an ‘Areas We Serve’ hub, linking through to individual location pages and signalling geographic coverage to search engines.

3. Grow organic visibility through strategic content creation

• Focused content on roof surveys and commercial services, the two areas with the highest growth and revenue potential.
• Built blog content to capture problem-aware, commercial-intent, and investigative search queries earlier in the buyer journey.
• Worked with the client to incorporate real examples of The Full View's drone surveys across the site, letting the quality of the work speak for itself.

4. Improve conversion number and quality

• Conducted a full sitewide review of CTAs, H1s, and UX copy, updating hooks and calls to action across service pages to better align with commercial intent and push visitors toward enquiry.
• Added redacted example drone survey reports to service and location pages, giving prospective clients tangible proof of the quality and format of Full View's deliverables before making contact.
• Built and launched a dedicated FAQ page to address common pre-conversion questions and reduce hesitation at the point of enquiry.
• A full internal linking audit, improving pathways between blog content, service pages, and contact points to reduce drop-off and guide users towards converting.

The Results (Mar - May 2025 vs Mar - May 2026)

Organic Traffic & Engagement

Data Source: GA4 Primary Channel Session sources excluding 'Paid Search', 'Paid Social', 'Organic Social', 'Referral', and 'Unassigned'.

*'Conversions' here equates to either a phone call, an email, or someone submitting an enquiry form.

** Actual conversion figures withheld at the client's request.

“We’ve worked with Beyond Your Brand over the past year, and the results have been genuinely impressive.

The SEO work has played a significant role in the growth of Full View, with a substantial increase in revenue that we can directly attribute to the improvements they have made to our online presence and search visibility.

One of our key objectives was also to move Full View towards becoming a stronger B2B service provider and generate more enquiries from commercial clients. This is something we set out to achieve, and with the support of Beyond Your Brand, we have seen a clear and measurable shift in the type and quality of enquiries we are receiving.”

Alex Herman,
Founder of The Full View

Service Pages Organic Growth 

Data Source: Google Search Console

While total impressions dipped slightly, this reflects a deliberate shift away from chasing broad, low-intent visibility and towards ranking for the commercial terms most likely to convert. The near-23-place jump in average position (from 43.8 to 21.5) and the 155% rise in organic clicks show the strategy working: fewer, more qualified impressions turning into meaningfully more clicks from searchers with genuine commercial intent.

When optimising existing service pages and creating new ones, we focused on those with the highest revenue potential. We worked with the client on this, considering factors such as scale, specialism, and the likelihood of attracting commercial clients and repeat clients. 

Solar Panel Surveys, for example, require specialist equipment and are subject to regular inspection requirements for commercial businesses with solar installations.

For new pages, we identified opportunities based on content gaps and evolving regulations. Insurers are increasingly requiring proof of a property's last flat roof inspection at renewal, while tightening fire safety standards now require mandatory external wall assessments on high-rise apartment buildings and the like. 

Both trends drove the creation of dedicated, live service pages for Flat Roof Inspections and Facade Surveys.

With commercial enquiries as the primary goal, and a solid existing base of informational traffic to blog content, service pages were where we concentrated the most effort. Across the year, we created or optimised 18 service-focused pages.

Location Pages Organic Growth 

Data Source: Google Search Console

As this was a new section of the site, there was no existing traffic or impressions to compare against.

When creating location pages, we focused on three key criteria:

Established clientele and proof of work - We prioritised cities and areas where The Full View already had evidence of completed work, so search engines and users could see proof of their surveys. This helped draw users to the site and convert them.

Demand for Full View's services - Demand was assessed using a mix of factors, including search volume, population size, landscape, and local city ordinances and regulations. In London, for example, the cost and permit friction of scaffolding makes drone roof surveys a compelling alternative for property owners and managers looking to avoid that process.

Proximity to The Full View's headquarters - While The Full View operates UK-wide, we prioritised areas closer to their Oxfordshire base. This generated more local leads, reduced travel time, increased job profitability, and supported a better work-life balance.

We created 9 location pages across the year, taking a focused approach rather than casting the net wide. Each page was built around areas where The Full View had a demonstrable track record of completed work, ensuring every page could stand behind real evidence rather than generic copy.

Blogs Organic Growth 

Data Source: GA4

Blog content focused on the questions potential customers ask before booking a survey, capturing demand earlier in the buyer journey. We placed particular focus on roof inspections and surveys, an area of growing demand as audience awareness of the service has increased in recent years.

The "Flat Roof Inspection for Insurance Purposes" article was a strong example of this, tapping directly into the same insurance-led demand driving the new service page.

We delivered a minimum of 1 blog a month to support the new and existing service pages, and attract new, potential customers to the site, with a total of 12 blogs created.

Content Performance

The chart above shows the organic search performance impact following the addition of the Flat Roof Inspection for Insurance to the site.

Commercial keyword positions are driving a large share of the new conversions to the site. However, the new blogs, articles, and content created across the site have been a major contributing factor to these improved rankings, and that impact can't be overstated.

Targeted content like this brings in potential customers at the exact moment they're actively interested in Full View's service.

Key Success Factors

Client Communication and Research-Led Foundation

Before any work began, we invested time in understanding the client, their industry, and their target audience through direct research with the client, competitor analysis, and wider industry research. This surfaced clear organic opportunities in the market, identified where different audiences were searching and how, and confirmed The Full View was operating in a genuinely growing market, informing where SEO efforts would be best concentrated.

This initial research and communication with the client continued with monthly meetings, which helped our marketing efforts stay in step with the evolving business and industry landscape.

Improved User Experience

The original service pages were keyword-relevant but didn't deliver a strong user experience, and didn't rank well as a result. To address this, we:

• Added context to help an audience unfamiliar with drone surveys understand the benefits
• Improved trust signals sitewide and led initiatives to encourage customers to leave Google reviews
• Worked with the client to add real example surveys to each service page, letting the quality of the work speak for itself

Commercial Focus

Regular meetings with the client gave us an in-depth understanding of how marketing performance translated into business results and revenue. This allowed us to proactively plan organic and paid campaigns targeting the highest value audiences and revenue-driving commercial customers.

• Regular communication with the client on which website conversions were driving revenue growth
• SEO effort prioritised toward commercial customer segments

Challenges Overcome

While the opportunity for growth was clear, the campaign came with its own set of obstacles:

1. We essentially started with a blank slate. There had been no pre-existing SEO efforts, and nothing has been added to the site since it went live in 2022
2. Established competitors already held strong search positions. Several had been operating longer or offered drone surveying as one service within a wider portfolio, giving them an existing footprint to compete against
3. Several targeted services were new additions to the site, meaning organic visibility had to be built from scratch rather than improved upon

Long-term Impact

The overall impact for the client has been massive:

• The business expanded to handle the increased volume of business.
• Over the campaign, the balance of the business shifted decisively toward higher-value commercial work, with commercial clients growing from a minority of the client base to the clear majority. 
• This volume growth also gave The Full View greater choice over which jobs to take on.

Client Testimonial

“What has impressed us most is the level of investment Rosie and JT have put into understanding our business. Full View operates within a very niche and technical industry, so getting to grips with what we do, the terminology we use and the services we provide is no small task. They have taken the time to properly understand our industry rather than applying a one-size-fits-all approach, and that has made a real difference.

I can’t thank Rosie and JT enough for the work they have done, not only in helping to grow the business, but also for taking the time to learn about what we do and genuinely becoming invested in the success of Full View.

I would have no hesitation in recommending Beyond Your Brand to any business looking to improve its SEO, increase its online visibility and, most importantly, turn that visibility into tangible business growth.”

Alex Herman, Founder of The Full View

Ready to Grow Your Business with SEO?

The Full View's results show what's possible when SEO strategy is built around real commercial goals, not just rankings. If you're looking to grow qualified leads, attract higher-value commercial clients, or simply get found by the people actively searching for your services, we can help.

Get in touch today to find out how we can do the same for your business.