Case Study

The client’s website needed a complete redesign including almost all copy and images. The online purchase system was a PayPal button. The process often led to site visitors to either calling in to purchase instead of buying online or giving up and navigating away from the site.

The client’s Google My Business page had not been regularly managed and they had no process in place for getting consistent reviews or client feedback. Social media accounts existed, but were not posted to consistently. Posts made had low engagement and no brand cohesiveness. Additionally, there wasn’t an automated email sequence for post-purchase except for a receipt.

We immediately understood that this client needed a total marketing solution including brand refresh, website redesign, ecommerce setup, social media strategy, email marketing set up and deployment, extensive copywriting, SEO, and reputation management.

We met several times with the client to ensure that we fully understood their brand, their goals, and the customers they serve.  These initial meetings are foundational in our process and help us to create solid client relationships. This also translates into fewer miscommunications and quick approvals throughout the course of the project, saving both time and money.

The information gathered in those initial sessions allowed us to create a visual feel and user experience for the site which required minimal changes and a faster launch. Everything from copywriting to image selection and layout were guided by our understanding of the brand.

Throughout the project, we helped identify opportunities for streamlining and automating both marketing and sales processes. One of our primary goals was to get the website and marketing doing some heavy lifting by reducing phone calls, whether for sales or due to confusion, while still supporting a great customer experience.

One way we achieved this is through helping site visitors self-sort themselves into the areas of the site that show them only the products and services which apply to their specific needs and situation. This dramatically reduced confused or angry phone calls, visitor “bounces” from the website, and negative feedback. Most importantly, it helped increase online sales revenue 148.8% in the first 12 months compared to the previous period. In addition, it freed up time for staff to do other key activities and reduced costs.

With the brand identity strengthened and the website finally performing optimally, we moved on to creating and launching email sequences, social media strategies, and ad campaigns. It doesn’t matter how great your site looks if you aren’t driving traffic to it. Conversely, ad spend can’t overcome poor web design.

Our ad campaigns have generated revenue, on average, 8 times the amount spent on ads over the first 12 months. Our click through rates and conversion rates are well above standard for the client’s industry.

Through our process of managing and updating both ads and website content in tandem, we have been able to maintain client return on ad spend at a level 4 times higher than the industry average and meet or exceed all other Key Performance Indicators.

The success of the marketing campaigns and overall strengthing of the brand has helped our client tremendously as they were navigating the effects of Covid-19 on a service-based business.