Socialable helps small and medium companies augment their industry presence through creative marketing solutions. We have made good use of our creativity since we began in 2009 of our skill and knowledge of marketing to cultivate good techniques for lead generation for new businesses. The following is a project case study for Coventry (a skip hire company) we’ve engaged with in Coventry.
Lead Generation for Skip Hire Company in Coventry
Type of Company – Coventry offers a variety of services to people who wish to dispose of waste products. Coventry businesses and individuals searching for expedient and dependable ways to get rid of their waste regularly fail to find a real provider of such services. There seems to be a common belief amongst people that ‘skip hires’ passes their jobs on to other companies that do a substandard job. Still, there had to be a way to bring customers to Skip Hire Coventry, which offers the first-rate service that other skip hire companies are lacking.
Our obligation was always clear — Socialable was to offer solutions to ‘old school’ business/individual demands; Lead generation. Although the online presence of Coventry had been established there was much room for improvement where customers could be engaged and eventually converted. We established our online marketing strategies and prioritized skip hire’s visibility and customer engagement.
Skip hire company in Coventry – SEO techniques
We began by developing a content-driven strategy, designed to attract more traffic to skip hire’s website. Though this is a demanding strategy, requiring a major investment of time and resources, we find that it works best for us. Our method –
- Promote content designed to attract backlinks
By implementing this strategy, we hoped to increase the domain authority of skip hire’s website. The more website authority they had, the easier it was to rank for keywords. Non-content driven tactic was the second strategy we applied.
Just like the strategy’s name implies, we didn’t make or advertise content. It instead required us to optimise the website for target keywords and phrases. Because this strategy requires less investment of resources, small businesses tend to prefer it. Our techniques comprised of –
- We took a close look at competitors and came up with keywords, then ran the keywords by Coventry for approval.
- By performing an SEO audit, we found all of the problems arising from technical and backlink issues.
- We resolved the problems identified in the SEO audit.
- After this, we turned to Google Keyword Planner and researched keywords identified by skip hire.
This research showed us the search volume and then we added more keyword combinations that we believed potential customers for Coventry would use to complete a search. Our End Result – We increased the volume of leads for Coventry in Coventry by 240% immediately. Organic search has risen by 70.83% since the campaign was launched.
Web Design for skip hire in Coventry
We turned to our graphic designers to optimise visitor conversion by improving skip hire’s website. Our objectives were –
- Improve the content strategy and site navigation for mobile responsiveness
- For this, we focused on web design, mobile accessibility, quality assurance, information architecture, Custom WordPress, UX & prototyping, and SEO & Analytics.
Based on the goals, we came up with a sample to make a new site that could enhance user experience by ensuring access to essential information is stress-free and real time; and to bring the search integration of Coventry to the general site structure. Now, potential customers in Coventry would easily find skip hire’s website when searching online. It was obvious that Coventry needed a more modern and user-friendly site that could connect with their end user and communicate things more easily. By improving the design of the site, we would reinvigorate skip hire’s online recognisability.
Our graphic design team focused on typography and photographs, establishing a recognisable brand style. Then we improved the site’s visual appeal by incorporating bright colours and white space, which made it feel more inviting and easy to read. These elements combined to give Coventry an entirely fresh, new website. We saw results right away.
Website engagement levels went up by 24% because of seamless navigation and aesthetics. Conversion rates improved by 3% following accessibility on new mobile platforms. There was need for Coventry to portray a reflection that relayed trustworthiness and authority to the target-audiences as well as web visitors. We decided that Coventry brand values needed improvement.
The new focus was towards reassuring clients about the service efficiency and reliability of Coventry in Coventry. We discovered in discussions that two very important qualities people look for when they search for skip hire services were the brand values of a fast response time and impeccable customer service. Focusing on this message we ran campaigns which included guest blogging, emails and other strategies used by digital marketers.
Thanks to this campaign, as our tests have shown, the perceived impressions of Coventry improved almost immediately. A significant percentage of people questioned in Coventry believed Coventry to be ‘trustworthy’ and ‘efficient’ based on their key communication messages. Recently, Coventry has managed to report major growth in terms of lead generation as well as substantial conversion from inquisitive visitors on their site. The starting point of each project for Socialable is to listen to what our clients want and take notes. Our eye for every detail ensures everything runs smoothly. After we identify the needs of the client we retreat to the strategy room and go over the plan that we will apply. Each team member plays their part in bringing all issues to a successful conclusion and ensuring your business is successful.
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