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The challenge
Mobility in Motion (MiM) is a company dedicated to empowering individuals with disabilities or limited mobility through innovative vehicle adaptations and accessible driving aids. Their mission is to help people reclaim their independence, allowing them to adapt to life’s journeys with confidence.
Mobility in Motion came to Hallam wanting to stand out as a new and unique brand in the vehicle adaptation industry. We were challenged with establishing their brand from the ground up, driving immediate traffic to their website, and generating high-quality enquiries.
Within this challenge, we identified several factors:
- Brand new identity: While MiM was not new to the market, the brand was. This meant zero brand awareness or equity and a new website with no organic rankings or presence, meaning we were starting from scratch regarding their visibility.
- An over-reliance on paid media: With no initial organic presence, paid media became the primary driver of enquiries. However, as a healthcare brand, there were significant limitations, such as the inability to leverage first-party data on Google Ads and limited targeting options, as audience segments related to disabilities are prohibited.
- Reaching the right audience: Mobility in Motion’s audience often lacked awareness of vehicle adaptation products. Many of those who would benefit from these solutions did not necessarily identify as disabled, creating an added challenge in how to effectively communicate with them.
What we did
Hallam developed a comprehensive, multi-channel strategy to engage users at every stage of their journey. The foundation was built by identifying high-intent commercial keywords for both organic and paid campaigns. Paid search prioritised immediate lead generation, while organic efforts focused on gradually building rankings for these terms. This dual approach ensured enquiries were generated from the outset, with organic traffic increasing steadily over time.
In the initial phase of paid activity, the majority of ad spend was allocated to paid search campaigns targeting product-focused keywords with clear purchase intent. As the pipeline strengthened, we expanded into additional channels, including Meta and Programmatic advertising, to reach audiences through interest-based, lookalike, and demographic segments.
While paid media concentrated on lead generation, organic efforts were directed towards creating long-tail blog content to educate users at various stages of their journey. For instance, articles like “Driving After a Spinal Cord Injury” targeted users who were not yet aware of the specific products they needed but were actively seeking solutions to their challenges.
By seamlessly combining organic and paid strategies, we developed a full-funnel approach that educated users, built trust, and guided them towards conversion.
Organic traffic over time
Less than a year in and our organic efforts were improving results rapidly, reducing reliance on paid search. This allowed us to expand into new platforms like YouTube and shift focus to brand awareness, increasing visibility and demand for “Mobility in Motion” specifically. Organically, our focus has been ensuring that the content we produce for the website focuses on the ‘how to’ queries, focusing on specific injuries that would require MiM’s products.
The results
Since the brand’s launch, our unified approach has delivered exceptional results. Website traffic has increased by 47%, enquiries have grown by 109%, and cost-per-acquisition (CPA) from paid search campaigns has decreased by 23% year-on-year. Over the same period, branded search volume surged by 400%, and we successfully tripled media spend within just 18 months.
Our Organic efforts alone have equated to a whopping 283% increase in organic sessions year on year, with organic conversions up 150%. Through our integrated strategy, we haven’t only improved branded traffic, but non-branded clicks up are up 366% YoY, largely down to our content strategy. Pieces such as the ‘One Arm Driving Aids’ blog are performing particularly well, with a #2 ranking, ranking above MiM’s product page for instance.
Through our full-funnel, integrated digital strategy, we have positioned Mobility in Motion as a leader in the vehicle adaptation industry. Together, we have empowered more individuals to reclaim their independence and embrace life’s remarkable journeys.
“Our partnership with Hallam has been fundamental to establishing our brand and our growth in the world of vehicle adaptation. The whole squad contributes to a clearly aligned strategy for the business and acts as an extension of our internal team.”
Matt Fieldhouse, Managing Director
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