35,000
employees
CASE STUDY
Dialing into SEO to double site traffic
Openreach aimed to establish a nationwide full-fiber network of 25 million premises by 2026. They needed to get the public excited, and Siteimprove SEO tools helped boost their signal to share their message, loud and clear.
25
million premises by 2026
690 +
telcos on Openreach’s network
The problem
Renowned for powering the UK's digital network, Openreach employs 35,000 people to maintain the cables, exchanges and other hardware that ensure top-tier connectivity for homes, schools, and businesses. In 2019, they had an ambitious target: Extend the full-fiber network to 25 million premises — the physical locations where customers' networking equipment is installed, like an office or home — by 2026.
Scott Room, Openreach’s director of brand, marketing and digital, set his sights on boosting website traffic to generate buzz for the expansion of this groundbreaking technology. But this would take more than good content — people needed to be able to find it and continue to engage with it. His team was limited by modest in-house resources, so they turned to Siteimprove to help drive traffic and deliver exceptional content.
Siteimprove has partnered with us to raise the bar for visitors to our website — setting a new benchmark for quality, content design, user experience, data-driven decision making, and digital marketing at Openreach.
Scott Room
Director Brand, Marketing and Digital
The solve
During their two-year partnership with Siteimprove, Openreach visitor traffic nearly doubled, soaring from 250,000 to over 450,000 — a testament to the concerted efforts of Room and his team and our SEO tools.
The linchpin to their success? Siteimprove's tools, which prioritized website accessibility and quality assurance through continuous actionable alerts. Openreach made significant progress toward meeting WCAG standards and relied on our tools to identify outdated content and readability issues and then fix them easily. "Siteimprove has allowed us to make constant, continuous improvements rather than do big, wholesale changes," says Room.
Our partnership with Openreach yielded significant time savings, too. By automating mundane tasks, the marketing team freed up 20 percent of their time, which they redirected toward planning and strategy.
The results
80%
increase in website visitors
27%
improvement in QA score
20%
time savings
Discover the Siteimprove effect
Discover how a six‑person team manages
thousands of pages with efficient
QA and accessibility workflows.