Milton Park is a leading science and technology park located in Oxfordshire. Despite sustained investment in SEO over several years, the business was not generating enquiries from the right types of customers. Organic traffic had also fallen by 25% year-on-year, leaving the marketing team without clarity on why performance was declining.
POLARIS were engaged by MEPC, Milton Park’s development partner, to redefine its digital strategy. The mission: reposition Milton Park as the natural destination for European life sciences and technology HQs seeking proximity to Oxford University for research, drug development, and medical innovation.
Our primary objective was too develop a digital strategy that targeted and attracted HQ-level companies across Europe in life sciences, pharmaceuticals, biotechnology, and medical technology.
Attract HQ-level companies across Europe in life sciences, pharmaceuticals, biotechnology, and medical technology.
Reposition Milton Park digitally as a leading Oxfordshire hub for science and technology, directly competing with Oxford Science Park, Kadans, and Begbroke.
Drive demand for flexible workspace through the dedicated Bee House microsite, focused on meeting room bookings, coworking, and event space.
Reverse traffic decline, growing organic sessions from 1,998 to 3,000 within 12 months.
Improve enquiry quality, generating more leads aligned with Milton Park’s Ideal Customer Profiles (ICPs).
POLARIS designed a strategy to reposition Milton Park’s online footprint and align it to ICP needs:
Customer journey mapping
Defined the digital journey for European HQ decision-makers, from awareness (“science park near Oxford”) through to conversion (lab space enquiry, coworking bookings).
Bee House microsite optimisation
Developed and optimised content around meeting rooms, coworking, and event space to capture immediate commercial demand and establish Bee House as a gateway into Milton Park.
Content & proposition overhaul
Crafted new landing pages and content that spoke directly to the needs of life sciences and pharma HQs, including lab space inventory, compliance requirements (ISO/GMP, sterile environments), and proximity to Oxford University.
Competitor benchmarking
Analysed Oxfordshire and UK competitors to uncover gaps and ensure Milton Park’s digital presence highlighted unique differentiators.
Technical SEO & CRO
Using our background as a pure play SEO agency, we implemented technical fixes, improved internal linking, and enhanced conversion pathways across Milton Park and Bee House to ensure visibility translated into bookings and enquiries. This technical SEO strategy increased crawlability and indexation making the website more fit for Google’s needs.
POLARIS reversed a 25% decline in traffic and achieved 36% growth in organic sessions, exceeding targets. Visibility improved significantly, with “science and technology park” keywords rising from 46th to 20th place and meeting room terms moving into the top ten. The Bee House microsite also drove more bookings and enquiries, while overall lead quality improved with more international life sciences and pharmaceutical companies engaging with the park.
“Targeting and understanding the ICP is critical to any B2B lead gen campaign. We were able to work closely with the MEPC team to gather intel that directly fed our strategy and approach. A great partnership from both partners on this one."Amo SokhiManaging Director
