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SEO and conversion optimisation for a car leasing broker

With over 20 years’ experience, FVL are car leasing experts. However, well-financed competitors make staying at the top of Google more difficult each year - especially with a modest budget. The secret to success? Hard work, dedication and a little help from trusted partners of the last 10 years - morphsites.

8 years ago FVL were in a tough position - they had lost a lot of organic traffic and had declining conversion rates. Although morphsites had built FVL's website, they were not employed to help with SEO and conversions.

FVL were using a 3rd party agency to manage their SEO. When Google updated their algorithm this strategy quickly came undone - with FVL falling from position 5 for the highly sought after keyword 'car leasing' to position 96! Overnight, FVL lost nearly all of their valuable traffic and precious enquiries.

FVL turned to trusted partner morphsites to restore their SEO position and to update the FVL website with the focus on generating more enquiries.


A true digital partnership, First Vehicle Leasing are one of our longest standing clients. Over the years we have added many new features to the website, and as FVL's requirements have grown we have been able to successfully meet each challenge together.

“Having used morphsites for a number years now, we are very well placed to write this review! They provide everything you would want for a web development business. A light and fresh approach to the fast paced environment that is SEO and always giving the all important 'can do' attitude. Thanks!”

Tony King - Marketing Manager


Searches for 'Car Leasing' per month

We have helped FVL recover and then maintain their first page position for this highly sought after keyword.

30% Increase

Conversion rate

Our last full website refresh increased the conversion rate of the website by 30% across all channels.

20% drop in Cost Per Lead

Paid search management

Actively managing FVL's Google Ads, email and Facebook marketing, we have consistently outperformed competitors.

FVL homepage tiles

Web design

The website refresh focused on better understanding the customer journey. By identifying what potential car leasing customers required we could then offer it in spades! Building trust with potential customers was also identified as a key way to increase conversions on site and essential to get existing customers to return time and again.

Mobile first design

Mobile-first indexing means Google predominantly uses the mobile version of content for indexing and ranking. Historically, the index primarily used the desktop version of a page's content when evaluating the relevance of a page to a user's query.

With this change in Google's policy, the mobile web experience has become vital to success and our new website refresh was built with this in mind.

FVL mobile home page design

Bespoke development

CAP integration

FVL required an integration with the industry standard CAP system to ensure that all technical specifications and data pulled through for each car is 100% accurate.

Customised enquiry form

To allow customised pricing data for each customer, the enquiry form has been designed to allow customers to select their mileage, length of lease and initial downpayments.


It's vital to FVL that they maintain their first page result on Google for the key term 'car leasing' in order to continue to generate the required levels of enquiries.

morphsites Digital Marketing team carried out keyword research, backlink analysis and copywriting to improve FVL's organic traffic significantly. Within 12 months, FVL had returned to the first page of Google from position 96!

  • Backlink audits
  • Copywriting
  • SEO audit
  • On page SEO
  • Off page SEO
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