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Case StudyEngaging Lead Generation Website
CraigMHalliday.com
Problem
Website not performing:
Not showing up on SERP’s
Few visitor count (110 Sept 2014)
High bounce rate (53% Sept 2014)
Unbalanced new vs returning visitors (97% new Sept 2014)
Lack of maintenance
Design and content non-customer centric
Content not SEO friendly
No call to actions (CTA’s)
No leads!
* Data was only provided for month & year noted. Previous manager did not manage data or strategy data well.
CraigMHalliday.com
Snapshot of
Non-performing Website
CraigMHalliday.com
Lead Generation PageSingle landing page available with a form. Learned form submission link
was broken.
CraigMHalliday.com
Services PageBasic content about offered services with links to projects. Only CTA is an
email address.
CraigMHalliday.com
September 2014 Data
CraigMHalliday.com
CraigMHalliday.com
CraigMHalliday.com
CraigMHalliday.com
CraigMHalliday.com
Customer thoughts on previous
website and data:
CraigMHalliday.com
“Embarrassed to show our website.”
“We are getting no leads…”
“I searched for us locally on Google…quit
once I got to page 5!”
“You get what you pay for I guess…”
- Bob Peters, Sales Manager
New Strategy: Incorporate Inbound
Marketing Methodologies
1. Attract
• Create new engaging, lead generating website.
• SEO
• Generate a blog.
• Increase social media presence.
2. Convert
• Create relevant landing pages.
• Increase CTA’s.
• Link CTA’s to forms relevant to leads search.
3. Close
• Implement email marketing strategy.
• Add CRM to manage leads, create forms, email templates and workflows.
4. Delight
• Ask for reviews.
• Email updates.
• Social media.
CraigMHalliday.com
New Website
Design
• Responsive
• Blog
• Photo gallery
• Video gallery
• SEO
• Various CTA’s
• Landing pages
• Social media sharing
• Analytics
• CMS
CraigMHalliday.com
QDDesignLLC.com
Website OptimizationKeyword research is necessary to properly optimize content.
CraigMHalliday.com
Website Optimization
Front-end content is critical (what visitors see and read), but
“Alt-tags” and descriptions are just as critical to maximizing
SEO efforts. My experiences have shown that optimizing the
back-end of a website lacks the same initiative as front-end
content.
CraigMHalliday.com
SEO - Content
CraigMHalliday.com
Wordpress CMS
• SEO Plugin
• Keyword Researched using
Adwords
• No keyword stuffing
SEO - Images
CraigMHalliday.com
Researched keywords underlined in green. To maximize SEO, it’s necessary to
include relevant, searched keywords in image descriptions and titles.
CTA’s
CraigMHalliday.com
I added many CTA’s throughout the website necessary to drive traffic
where they are trying to go, then capture their information. I am also A/B
testing.
* Note the content is talking to them.
Landing Page
CraigMHalliday.com
CTA’s link to a “true” lead capture landing page relevant to their search. Lead
capture landing pages should have no links other than a submit button. The
lead has made their decision to provide information when they click to this
page.
CRM’s
Lead information is captured and saved to a CRM database where the sales manager can contact the lead and nurture the lead through email marketing. In this case, QD Design, LLC uses Open Leads as their CRM.
I also have experience with:
• Infusionsoft
• HubSpot
• Salesforce
• GetResponse – email marketing
CraigMHalliday.com
Analytics
Google Analytics Webmaster Tools
CraigMHalliday.com
Analytics
CraigMHalliday.com
QD Design, LLC agreed to change their domain name along with
rebranding their website and content. Research suggests due to this
update, it may take 3-6 months before we see favorable results as long
as website updates do not become stagnant.
Conclusion
CraigMHalliday.com
It’s mid-November 2014 and we are about 30 days into this project. We
are adding video content, updating social media, and launched an
Adwords campaign to help drive traffic. We should know by January if
the new strategies are performing.
Stay tuned for data updates.
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