Case Study

Building a Planning Map Platform That Converts Search Demand Into Paid Orders

Planning Maps UK

Planning map software for architects, councils, and self builders

Reporting Period

Launch through ongoing growth

A full JavaScript frontend and backend platform built around planning-map generation, Ordnance Survey mapping services, and a commercial acquisition stack spanning payments, analytics, SEO, and tracked ad campaigns.

JavaScript FrontendJavaScript BackendOrdnance Survey MappingStripe CheckoutSEO

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Page 1

Major Keywords

The platform now holds first-page rankings for core commercial keywords in its category.

Stripe

Checkout Integration

Full payment flow and checkout were integrated so demand could convert directly into orders.

2 Networks

Ad Campaign Coverage

Campaigns and conversion tracking were managed across both Google Ads and Microsoft Ads.

Tools Hub

SEO Funnel Asset

Free tools were deployed to attract organic visitors and guide them into paid product journeys.

Mapping Product 01

Planning Map Generation Flow

The user journey was designed around quickly moving from search intent to map creation, keeping the experience clear for both trade users and one-off buyers.

Commercial Stack 02

Checkout, Tracking, and Analytics

Stripe payments, analytics, and conversion measurement were integrated so the platform could attribute revenue back to organic and paid acquisition efforts.

SEO Funnel 03

Tools Hub and Search Capture

Free tools expanded the site into a broader intent-capture system, helping attract search traffic that could be nurtured into paid planning-map customers.

The Challenge

A specialist mapping product needed both technical depth and a real acquisition engine.

The business needed a specialist product, not a generic brochure website. Architects, self builders, and local councils all needed a fast, credible way to generate planning maps without friction in the buying journey.

Because the offer depended on mapping data and technical accuracy, the platform had to combine a robust JavaScript frontend and backend with Ordnance Survey services, clear product UX, and a dependable paid checkout flow.

Commercially, the site also needed to earn demand rather than wait for it. That meant building organic search visibility, creating free tools to attract research-stage traffic, and running paid campaigns with proper conversion tracking across Google Ads and Microsoft Ads.

The Solution

A mapping-led software platform with payments, analytics, and acquisition built in.

We treated the project as both a software build and a growth system, combining custom product development, payment infrastructure, search acquisition, and tracked paid media into one joined-up platform.

Step 01

Built the complete JavaScript frontend and backend website, integrating Ordnance Survey mapping services to generate planning maps for architects, self builders, and local councils.

Step 02

Implemented full Stripe payment integration and checkout, along with analytics and conversion tracking, so every acquisition channel could be measured against real sales rather than surface-level traffic.

Step 03

Created a tools hub of free utilities to attract SEO traffic, support on-page and off-page growth, and convert research-driven visitors into paid customers over time.

Key Performance Uplifts

Technical delivery and acquisition performance moving in the same direction.

The result was not just a functioning mapping product, but a commercial platform capable of ranking for major search terms, converting visitors through a clean checkout flow, and scaling demand across both organic and paid channels.

Page 1

Major Keywords

The platform now holds first-page rankings for core commercial keywords in its category.

Stripe

Checkout Integration

Full payment flow and checkout were integrated so demand could convert directly into orders.

2 Networks

Ad Campaign Coverage

Campaigns and conversion tracking were managed across both Google Ads and Microsoft Ads.

Tools Hub

SEO Funnel Asset

Free tools were deployed to attract organic visitors and guide them into paid product journeys.

Strategic Highlights & Wins

Four reasons the platform works as both software and a sales system.

Custom JavaScript Build for a Specialist Product

The platform was built as a complete JavaScript frontend and backend solution rather than a patched-together site. That gave the business the flexibility to support mapping workflows, product logic, and a smoother commercial UX in one codebase.

Mapping Infrastructure With Ordnance Survey

Integrating Ordnance Survey services turned the site into a genuine planning-map product instead of a simple lead-generation page. The mapping layer gave the offer technical credibility and made the platform useful to professionals as well as individual buyers.

SEO Engineered Around Intent, Not Just Content Volume

A tools hub of free utilities broadened the search footprint beyond bottom-of-funnel pages alone. That created a practical SEO funnel where informative search traffic could enter through useful tools and later convert into paid map purchases.

Paid Acquisition and Sales Tracking Built Into the Platform

Analytics, conversion tracking, Stripe checkout, and campaign management across Google Ads and Microsoft Ads were all wired together. That made it possible to evaluate channels based on sales outcomes, not just clicks or sessions.

Next Project

Need a specialist platform that can rank, convert, and take payment cleanly?

We can build the product, mapping logic, checkout flow, analytics, and acquisition system together so your platform does more than exist. It sells.

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