The problem:
Below is the conversation we had with a client who was looking to improve their online visibility and increase sales leads.
CLIENT:
“We are not easily found online, and want to be. We do PPC in-house, but our resources are limited.”
US:
Let’s look at the analytical data, build you a new website, and then go to market online. We do this using 3 simple steps:
- – First step is to look at your analytical data to understand what works, and what does not, and also speak with your clients, sales team and internal staff to gain their feedback too.
- – Next we will create a new website based on the data and stakeholder conversations
- – Finally we will create a digital marketing strategy and start to push your online presence using a combination of PPC and SEO.
key Points:
- – We started working with this company in 2020.
- – The aim was to improve online visibility and increase sales leads into the business.
- – The project was to evolve over a number of years, but once the new website was built, Paid Ads would need a strong start.
The Solution:
- Phase 1 – Analytical data was gathered from Google Analytics but also from stakeholder conversations. This data was studied and recommendations for a new website was made in conjunction with best practices and in-depth knowledge of UX.
- Phase 2 – The website was launched, KPs were discussed and measurement tracking was put in place.
- Phase 3 – Their existing Google Ads were restructured and immediate improvements were made, with incremental improvements following.
- Phase 4 – SEO was implemented across the website.
Performance:
- 2021 – With an initial low overall conversion rate of 1.27%, we knew that targeting the right people, and using the right words was important. With a new website, we thought this was more than achievable.
- 2022 – By the end of 2022 we had improved the overall conversion rate of the new website to 2.04%, however PPC was converting at 7.66% (above the average) and Organic traffic was converting at 13.48% .
- 2023 – Although the overall conversion rate was improving slowly to 2.40% at the end of 2023, we have made significant headway on the conversion rates for PPC at 11.05% and Organic at 35.02%
- Challenge Achieved – We are now working with other companies in this niche industry sector, including their much larger parent company.
The data shown has been taken from Google Analytics. Some elements have been hidden for client confidentialityThis result has been driven through detailed analysis, user experience knowledge, best practices and the development of a winning and optimised website, and an exceptional and well structured Ads campaign on Google and Bing Microsoft.
Summary
The challenge was to improve online visibility and sales lead conversions, and after many reviews of analytics and a complete website rebuild, SEO and PPC campaigns were developed and enhanced, which lead to significantly improved SEO and PPC conversion rates.
