Saturate
Prepared for
Mac & Burg
Status
Confidential
Issued
1 January 1970

Website Rebuild
& Growth Strategy.

A high-performing digital platform engineered for premium development growth across Hertfordshire, Bedfordshire and Buckinghamshire.

Document
Strategic Proposal
Scope
Web · SEO · PPC
Term
12 months
Prepared by
Saturate
Scroll
01Overview

A strong business.
An underperforming platform.

Following our review of your website, technical audit and wider positioning, it is clear there is a strong business and offering behind Mac & Burg. The current digital setup, however, is not aligned with the level of opportunity available within a high-value, trust-led market.

At present the site has no meaningful presence in search for key commercial terms, lacks the structure required to capture high-intent demand, and does not yet reflect a premium, high-end development brand. Growth is reliant on existing relationships, referrals and direct outreach — not a consistent inbound engine.

The Problem

A platform that suppresses, rather than amplifies, a strong business.

The Opportunity

Reposition Mac & Burg as the premium, high-performing, lead-generating brand for property development across the region.

Key Problems Identified
01

No Search Visibility

Invisible for the commercial terms that drive enquiries.

02

Off-Brand Positioning

Presentation does not reflect a premium development partner.

03

Reliant on Referrals

No inbound engine — pipeline tied to existing relationships.

02Core Recommendation

Rebuild
the foundation.

We recommend a full website rebuild — a premium, search-led, conversion-first platform engineered for both presentation and performance.

The new site is structured around real search demand, optimised for SEO, PPC and AI discovery, and built to outperform competitors across the region.

Key Outcomes

  • Outperform competitors in presentation & structure
  • Capture demand across development, build & JV
  • Balance premium positioning with broad lead capture
  • Scalable platform for ongoing marketing activity
01

Premium Positioning

A contemporary brand presence aligned with higher-value developments and capital partners.

02

Search-led Structure

Architecture engineered around real, high-intent search demand across every service line.

03

Conversion-first Design

Every page built to convert — clear trust signals, decisive CTAs, and frictionless enquiry paths.

04

Technical Clean Slate

All legacy limitations and crawl issues eliminated at the foundation.

03Technical Audit

An 86% score that
hides the real story.

The site's health score is largely a function of its limited size, not strong optimisation. Below the surface, foundational issues actively suppress visibility, crawlability and conversion.

86%

Headline score

This score is misleading and does not reflect true performance.

Errors
Warnings
Opportunities
ERROR

Missing SEO Tags

Critical metadata gaps across key pages.

ERROR

Broken /webdev/ Links

Internal links pointing to dev environment.

WARNING

Redirect Chains

Internal links resolving via redirects.

WARNING

Orphaned Pages Live

Pages indexed without internal pathways.

OPPORTUNITY

Limited On-Page Content

Thin, non-optimised copy across services.

ERROR

Lack of Trust Signals

Critical for a financially sensitive market.

Resolution

The rebuild eliminates every issue at the foundation level.

Clean optimised structure · full indexability · crawl efficiency · future-proof base for SEO and PPC.

04Domain Health

Profile cleanup &
performance gains.

Backlink Profile

61.5%

Toxic backlinks detected

Manual review suggests this may be higher — a direct drag on rankings, domain trust and visibility.

Page Speed

84
Mobile
/ 100
98
Desktop
/ 100

Reasonable, but the rebuild will improve load times, mobile UX, and downstream SEO and ad performance.

Solution
01

Audit & disavow

Full backlink audit and toxic disavow process.

02

Local link acquisition

Trusted regional sources across the three counties.

03

Industry relevance

Property, construction and investment-aligned links.

04

Directory presence

Verified, high-trust directory listings.

05Marketing Strategy

From static site to
integrated visibility.

Four pillars work in concert to build authority, capture demand, and convert it into a consistent flow of qualified enquiries.

01

Content & Authority

Expand and structure content across all services. Target high-intent keywords. Build authority in a YMYL category.

02

Trust & Credibility

Stronger team presence, verified profiles, clear investment model and safeguards, industry credibility signals.

03

Regional Visibility

Google Business Profile optimisation. Targeted presence across Hertfordshire, Bedfordshire and Buckinghamshire.

04

Backlinks

Disavow toxic links. Build authority through relevant, high-quality, regionally aligned sources.

06Synchronised Channels

Long-term authority.
Immediate demand.

A synchronised approach maximises both short and long-term results — full coverage across search, improved conversion, and a consistent pipeline.

01 / SEO

Long-term Growth

  • Authority compounding monthly
  • Sustainable organic traffic
  • Higher trust, lower CAC over time
  • Defensible visibility moat

Builds the foundation

02 / PPC

Immediate Results

  • Enquiries from day one
  • Capture in-market demand instantly
  • Granular control over spend & targeting
  • Live conversion data to feed SEO

Opens the tap

Together

Full search coverage · improved conversion · consistent pipeline growth.

07Investment

The
investment.

Structured to support cash flow over a 12-month term. All costs subject to VAT. Ad spend paid directly to Google.

Recommended
Website
£7,500total
£625
/month over 12
SEO
£799/month
Regional Plus plan
Ads Mgmt
£399/month
Campaign management
Ad Spend
£15/day
≈ £450
/month direct to Google

Indicative Monthly

website + seo + ads management (ex. ad spend & VAT)

£1,823 / month

Months 1 – 12

From month 13

Website cost ends. Ongoing investment drops to:

£1,198 / month

SEO + Ads management only

Timeline
Phase 01 · Build

Months 1 – 2

Phase 02 · Growth

Month 3 onwards

M1

Content creation

M1 – 2

Web design & development

M2

Campaign setup

M3 →

SEO & Google Ads campaigns go live. Growth phase begins.

08Terms · Close

Terms

  • —All projects based on a 12-month initial agreement / investment.
  • —All costs, including the website, may be spread over 12 months to support cash flow.
  • —At the end of the initial term, contracts move to a monthly rolling agreement with a 60-day notice period.
  • —All costs subject to VAT.
  • —Google Ads spend is paid directly to Google and carries no VAT.

Why this approach works

01

Conversion platform

The website becomes a high-performing destination, not a brochure.

02

Compounding authority

SEO builds long-term visibility and credibility month over month.

03

Immediate flow

PPC delivers traffic and leads from launch day.

Close

This is the opportunity to reposition Mac & Burg as a premium, high-performing, lead-generating brand.

Next step

Approval to proceed.