Digital Marketing Support Generates Inbound Leads & Visibility

Overview

A family owned B2B company with over 65 years of experience was looking to shake up their marketing approach.

Unlike some of the slower peers in the industry, they understood the importance of adding digital prospecting and lead generation to their model.

Their website was recently redesigned in WordPress and were engaged in a contract with a larger local agency.

Challenges

No increase in web leads

Simple. Straightforward. What they were trying was not working!

No Personalization

When we first made contact, the client was working with another larger “cut and paste” agency. There was a disconnect in the work they were doing and what the client wanted, both in terms of advertising copy and content.

Focused in the Wrong Areas

A lot of focus was placed on developing media assets, such as video, without an effective method of promoting them and boosting bottom line organic traffic. It seemed the client and agency were under the impression that simply having videos on the website would lead to gains.

Not so.

Poorly Run Google Ads Account

The client had an active Google Ads account spending roughly $1,000 each month, but was not producing any noticeable results.

• Keyword selection did not reflect opportunities
• Ad copy was not aligned with user searches
• Account structure was very poor
• Lacking conversion tracking in Google Ads & Google Analytics – eliminating the ability to understand ROI

Website Issues

The fresh, newly designed website looked good, but that was about it! Pages loaded extremely slow, sometimes taking up to 15 seconds on mobile and desktop.
Needless to say, it was not producing on any level.

Search Engine Optimization

An initial SEO audit of the website uncovered numerous technical and onpage issues.

Strategy

We approached the account with a clear set of objectives.

1. Fix the foundation: the website must operate effectively and quickly
2. Rebuild the Google Ads account and develop new landing pages
3. Eliminate technical issues and improve onpage SEO and internal linking
4. Develop a long term game plan for content development

Execution

1) Website Updates

The website was built in WordPress using a page builder known to the WP developer community to cause horrendous code bloat.

Knowing that we were not in a position to a complete rebuild, we attacked the issues from other available angles. This included:

• Image file size optimization
• Auditing and removing plugins
• Local asset optimization
• Caching implementation

These changes improved load time from 15 seconds to an average of 4.5 to 5.

Over the next few months, we migrated off the clients shared hosting, as that would be the fastest way to obtain extremely fast load times and improve Google’s Core Web Vitals scores.

We also helped integrate form submissions with the client’s CRM to reduce steps required for manual lead entries.

2) Google Ads

We went in and audited the Google Ads account. After discussing the results, it seemed a rebuild and discovery session was necessary.

We implemented call and form submission tracking, updated campaigns and keywords. Ad copy was rewritten with the client’s involvement to ensure brand messaging remained consistent, yet the ads also reflected user queries.

Over a period of months, we continued to optimize and tweak, finally helping the client obtain a consistency in lead flow.

3) Search Engine Optimization

Possibly one of our biggest wins for this client was improving their overall visibility on the web. To achieve this, we made optimizations on a technical level to the website, while also updating content and other components to refocus pages.

Additionally, we helped the client produce new articles on relevant topics and laid out ideas for long-term growth and authority building.

Results

• 1,015% growth in organic traffic
• Huge increase in non-brand keywords ranking
• 1,240% increase in page one and two rankings on Google (146 on page one & 122 on page two)
• Average 46 tracked monthly web conversions
• Over 100 new quality contacts added to CRM via inbound leads (universities, laboratories, general B2B and government)