Premier Properties Perth Website Redevelopment

Premier Properties Perth
Website Redevelopment & SEO

The Website Brief

Premier Properties Perth is owned and led by property experts Alan Keddie and Katie Hall. An award-winning independent estate and letting agency based in Perthshire, PPP has been a trusted local property partner since 2009. With a highly skilled team, unrivalled local knowledge, and a proven track record, they’re passionate about their community and committed to continually raising the bar for clients across sales and lettings.

By 2024, PPP’s website was no longer keeping pace with the needs of a high paces estate agency business. The original site had been built in 2016 and, after years of updates from multiple contributors, the content had grown to hundreds of pages. The layout felt cluttered and dated, the mobile experience wasn’t optimal, and search visibility had slipped due to weak SEO foundations.

At the same time, the team was managing property listings and customer relationships across a range of separate digital systems which created unnecessary admin. The scale of the site was such that it required its own dedicated server at an eye-watering monthly cost. It was time for change.

As PPP’s marketing and digital partner, Cunningly Good Group was tasked with a full overhaul of their website presence. The objectives were clear:

Deliver a modern, premium redesign aligned to PPP’s brand and award-winning reputation as Perthshire’s premier property agent.
Create a mobile-first interface to better serve users searching on the go.
Streamline the website from hundreds of pages down to a focused, high-performing ~40-page structure.
Strengthen SEO to increase organic visibility and improve keyword performance.
Implement redirects for removed content and resubmit the site to search engines for fast re-indexing.
Integrate the new website with Alto’s property management software, enabling centralised listing and CRM updates with no duplication.

Cunningly Good Group Case Study - Building an Estate Agency Website - Premier Properties Perth

Cunningly Good Group’s Approach

We began with a full UX and UI overhaul to simplify the experience for both buyers and sellers, landlords and tenants. Navigation was rebuilt around user intent—helping visitors find property, request valuations, or explore lettings services quickly. The visual design was elevated to feel clean, contemporary, and trustworthy, reflecting the premium service PPP provides in-person.

A major part of the project was reducing page bloat. Working in partnership with the client, we developed a site structure that enabled them to easily reduce content and sharpen their messaging, while also making it easier for the customer. The result was a sharper, more purposeful navigation hierarchy that is easier to navigate and far easier to maintain.

SEO good practice was embedded throughout the build, not bolted on at the end. We improved technical optimisation, refined metadata and internal linking, and helped the client align page content changes to audience-based search requests in PPP’s market. Redirects were mapped and implemented to protect historical equity from removed pages and, once live, the new site was resubmitted to search engines to accelerate re-indexing.

To eliminate duplicated effort in the business and improve speed to market for new property listings, the site was integrated directly with Alto’s property management software. This gave PPP the ability to manage all property updates from a single centralised platform, ensuring listings are accurate, timely, and consistent everywhere they appear.

The development process took several months and included ensuring the team were up to speed on the new listing process. PPP’s team and ours worked side-by-side, combining their local property insight with our UX, SEO, and technical expertise to create the strongest possible outcome.

The Cunningly Good Results

Within three months, the performance improvements are already clear:

23% increase in average click-through rate from Google Search.
8-point improvement in average Google search position, indicating stronger overall visibility.
57% increase in engagement time, suggesting more relevant, higher-intent traffic.
79% rise in traffic to the Property Search page, a key conversion area.
226% increase in impressions for the term “houses for sale Perth”.
120% increase in traffic to the Lettings page, supporting a core growth service.
27% boost in domain ranking, growing brand authority online.
11% improvement in sitelinks, reflecting better structure and indexation.
38% of tracked keywords showing improvement, through higher rankings or new SERP features.
89% annual cost saving in server hosting.

Gayle Wilson, Marketing & Brand Manager at Premier Properties Perth worked alongside us throughout the project and commented:

“Our experience partnering with the Cunningly Good Group for the development of our new website was outstanding. Tricia and her dedicated team exceeded all expectations, delivering a sleek, modern website that amplifies the PPP brand and integrates seamlessly with our CRM. This upgrade has not only reduced server costs and resource time, but also provided us with a flexible, functional platform that’s built to grow with our needs in the future. Their commitment and expertise were exceptional.”