SEO Tips and Tactics for Events Venues
11/03/2025
Friends House
In 2025, Friends House reached their annual commercial hire revenue target by the start of July. This remarkable performance showcases what a sustained, strategic digital marketing partnership can achieve. Over the course of the campaign, website traffic more than doubled year-on-year, monthly booking enquiries increased by an average of 56% and by early August 2025, Friends House were 28% ahead of the previous year’s total enquiry level.
These results were the product of a methodical, data-driven approach to SEO, user experience, website development and paid advertising, delivered across a multi-year partnership that began with a clear brief and grew in scope as the results spoke for themselves.
Services provided
Industry
Market
step 1
The Brief
Friends House, a historic multi-purpose events venue in the heart of London, approached Patch with clear ambitions to strengthen their digital presence. The overarching goal was to drive an increased volume of relevant enquiries through their website, allowing them to meet revenue targets for corporate and private hire of their event spaces.
Initially focusing on SEO and User Experience, Friends House were looking for support to enhance their existing site from both a ranking and technical perspective, while improving user journeys ahead of a complete website relaunch planned for 2024.
step 2
Campaign Objectives
Patch was chosen for our proven track record in the venues sector and our ability to deliver measurable results through a combination of technical expertise and strategic thinking. Our objectives included:
- Improve search engine visibility and technical SEO performance
- Enhance user experience and streamline customer journeys
- Support the development and launch of a new website in 2024
- Increase website traffic and booking enquiries
Step 3
The Campaign Execution
We began with a comprehensive audit of Friends House’s existing website, identifying technical SEO issues and user experience pain points. From there, we developed a strategic roadmap that would deliver quick wins while laying the groundwork for long-term success.
Working collaboratively with the Friends House team, we implemented improvements incrementally, constantly monitoring performance and adapting our approach based on real-world data.
The key deliverables included:
SEO Foundation
Conducting detailed technical SEO audits and implementing fixes to improve site health and search engine crawlability. Developing a targeted keyword strategy aligned with Friends House’s key services and audience. Creating and optimising content to strengthen visibility for high-intent search terms.
User Experience Enhancement
Analysing user behaviour data to identify friction points in the customer journey. Implementing UX improvements to streamline the path from landing page to enquiry. Ensuring seamless experiences across all devices.
Website Development Support
Collaborating on the planning and launch of a new website in 2024. Applying learnings from the previous year to inform the new site’s structure and functionality. Embedding SEO best practices from the ground up.
Ongoing Optimisation
Continuously monitoring performance metrics and search engine rankings. Refining content and technical elements based on data-driven insights. A/B testing different approaches to maximise conversion rates.
Paid Digital Advertising Strategy
Following the success of organic growth throughout 2023 and 2024, we launched a paid advertising strategy in January 2025, combining Google Ads with targeted LinkedIn campaigns to reach corporate event planners throughout their decision journey.
From January to November 2025, paid advertising generated 8,568 sessions, representing 5.1% of total website traffic and contributing to 601 key conversion events. Google Ads proved particularly effective, delivering exceptional performance by capturing high-intent searches at the crucial decision stage.
With 11,748 clicks from 177,000 impressions, Google Ads achieved a 9.11% CTR (vs an industry average of 3–6%) while maintaining highly efficient costs at just £0.51 per click. The campaigns generated substantial conversion activity, including 43 calls from ads, 50 click-to-call conversions, 76 enquiry form submissions and 413 contact page visits, demonstrating strong intent from users actively searching for venue solutions.
LinkedIn advertising complemented this approach by building awareness among senior event buyers, helping to establish Friends House’s presence with decision makers who would later convert through direct enquiries and search.
Step 4
The Results
The partnership between Patch and Friends House has delivered exceptional results that speak for themselves. Through consistent optimisation and strategic enhancements, we’ve achieved remarkable year-on-year growth.
Most notably, Friends House reached their annual booking target by the start of July 2025, a testament to the quality of traffic and enquiries being generated through the website.
The success of our SEO and UX work led to Friends House trusting us to expand into paid advertising, with LinkedIn campaigns launched in 2025 to further accelerate growth.
Transforming engagement and results
100%
More website traffic
56%
More website booking enquiries
100%
Annual booking target achieved in July
Client Feedback
We can’t recommend Patch highly enough for their incredible work in transforming the way our consumers engage with our digital platforms. From web development to paid social marketing, PPC, and Google Ads, they have been instrumental in elevating our online presence and driving real results. They tackled every challenge with expertise and efficiency, and their attention to detail has been invaluable.
Beyond their technical skills, Patch has been a pleasure to work with—always responsive, patient, and solution-focused. Thanks to their hard work, our digital platforms are more engaging, accessible, and impactful than ever before.
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