0
referring domains
0
quality backlinks
0 %
Share of Search
The client
Passmore Group is a Yorkshire-based full service home improvement specialist with a rich history of expertise in high-quality end-to-end renovations. Operating from showrooms in locations across the region, the company comprises five core brands.
At Hallam we manage the core digital marketing activity for More Kitchens, More Bathrooms, and More Ability (bathroom adaptations). While Passmore are a smaller player with a modest budget compared to national giants like Wickes and Wren, they lead with bespoke design, specialist craftsmanship and a fully project managed service, putting the customer at the heart of everything they do.
The challenge
Despite their local reputation, Passmore lacked visibility in national publications and lifestyle or interior media. Their previous strategy was limited to occasional expert commentary, resulting in low coverage volume throughout 2024.
Through a comprehensive Digital PR strategy in 2025, we aimed to tackle the following:
National authority: Establishing the More Kitchens brand primarily in major national and interior-focused publications.
Organic growth support: Use Digital PR to bolster organic search rankings and support overall business growth.
Competitive edge: Compete for “Share of Voice” against national retailers despite a significantly smaller budget than the big players.
Recovery: Rebuild momentum following a 2024 dip in traffic caused by technical Cookiebot impacts.
What we did
We implemented a consistent, data-driven Digital PR strategy that pivoted from simple commentary to high-impact, proprietary storytelling.
The Kitchen Value Report
Our flagship campaign used a manual, data-led approach to analyse 114 homes across the UK. By comparing “Sold” house data on Rightmove where the only variable was the kitchen style, we identified which renovation trends actually added the most value to homes.
We discovered that specific styles like ‘Cottage Core’ and ‘Charcoal’ kitchens directly correlated with higher sale prices.
The impact? This report dominated the kitchen renovation space, earning high-authority links and mentions in the likes of The Sun, Ideal Home and leading trade titles. It’s also an evergreen piece, continuing to drive positive results for Passmore.
Tactical SEO wins
A key win from our SEO and PR-led activity has been the direct influence on target keywords through external media mentions. Following coverage secured around kitchen bin storage in the likes of Home Building & Renovating, More Kitchens’ ranking for the search term “bin solutions for kitchens” jumped from position 10 to position 1.
Proactive journalist requests (reactive PR)
We leveraged Passmore’s bespoke designers and specialists to respond to daily journalist requests. Their expertise secured consistent placements in:
Renovation titles: KBB Review, Homebuilding & Renovating
Lifestyle media: Elle, Country Living, Revive and Adore.
Beyond digital, we secured significant print coverage and even landed Passmore’s founder, Tony, a guest spot on a live KBB Review podcast.
The results
In 2025 we saw coverage for Passmore’s brands soar as we used our limited budget and resource for Digital PR wisely. In a 12-month period we secured 29 mentions, 26 with backlinks in quality publications such as Country Living, The Sun, Ideal Home and more for More Kitchens alone.
AI Overviews
Towards the end of last year we saw a sharp increase in the number of pages being cited in AI Overviews. We’re now at around 30 keywords triggering AI Overview for More Kitchens and we expect this to continue to grow through our targeted approach.
We can see the Share of Search for More Kitchens continue to grow through 2025, taking 24% of the share, taking second place beneath just one other core competitor in the region.
In July 2025 cookiebot implementation meant that traffic from all sources appeared to drop, but this wasn’t the reality for Passmore’s businesses. Our Digital PR activity meant that referring domains continued to rise, while Domain Rating remained stable, indicating steady authority growth.
Looking for national coverage and Digital PR strategy to bolster organic growth? Get in touch today.
“The team’s Digital PR strategy has been a game-changer for More Kitchens. The data-led Kitchen Value Report dominated the renovation space, securing high-authority links. With fairly limited monthly hours, they’ve still delivered a remarkably consistent presence, ensuring our brands are now cited in AI Overviews. Hallam is a proactive partner that truly understands how to translate our specialism into national success.”
Rebecca Silvers, Head of Marketing at The Passmore Group
Be chosen before the search begins
Stop playing it safe and start working with us to create marketing that earns attention, builds trust and puts your brand ahead of the competition before buyers even start looking. To escape the ordinary and become truly unforgettable, all you have to do is get in touch.