Go Green Lawn Services
Client’s Online Pain
While Go Green did have a PPC campaign in place, they were having limited success with it. The user experience on their website was rather poor. Myriad issues plagued their site, hampering navigation and limiting functionality. These problems hampered a rather clear-cut goal: they wanted to grow their customer base while promoting their climate-friendly way of doing business.
In particular, they wanted to target residential customers looking to beautify their lawns, especially those who were also conscious of the environment. Primarily, they were looking for families with high incomes, preferably households with kids and pets.
1SEO.com Digital Agency’s Strategy
We employed our full suite of digital marketing practices to enhance our client’s online presence: optimized PPC, pitch-perfect content, engaging social media, and thoroughly researched keywords for SEO. We devoted special attention to their website troubles — in business, the end-user’s
experience is everything.
Here is how we used three distinct phases to achieve Go Green’s goals of enhancing their digital presence and reaching their target audience:
Phase 1: Casting Our Net
While collaborating with the client, our SEO and PPC teams used tools such as Keyword Planner, Google Trends, and SEMrush to lay the groundwork for fresh, focused organic and paid search engine optimization.
From a technical standpoint, these teams identified and catalogued the numerous flaws with the website, singling out numerous broken links and images, 404 and canonical problems, and internal duplicate content.
Last but not least, we drafted and published engaging content consistent with our keyword research and the client’s objectives. The Content team wrote press releases and blogs, while the Social Media team created accounts and submitted posts with Facebook, Instagram, Pinterest, and Google+.
Phase 2: Pulling Them In
After specifically targeting problem areas on the website, 1SEO worked not only to resolve them but to improve the user experience wherever possible. We added a previously-absent contact form to every page, allowing users to convert no matter where they are. As appropriate, our teams implemented aesthetic and intuitive changes to aid conversions and overall search engine appeal.
Besides the technical issues and deficiencies, their website also lacked compelling content. Our Content and Social Media teams addressed this as our PPC team launched new keyword campaigns in line with our client’s desired audience and budget.
Phase 3: Maintaining Our Reach
The PPC team continued to study and adjust parameters of our keyword targeting. Our Content and Social Media teams were integral to sustaining momentum in this collaboration. Cogent, appealing content combined with a focus on the end-user proved to be a potent combination.
Direct, economic enhancements and optimizations had singularly powerful effects. Adding astute keyword strategy and engaging content resulted in meteoric success.
From January to March of 2017, we brought in a staggering 232 conversions, producing an overall conversion rate of 9.39%
By the second quarter of 2017, Go Green Lawn Services received 679 conversions from keyword campaigns. That is an astounding 1050% increase from the 59 conversions they received in the third and fourth quarters of 2016.
Not to be outdone, organic traffic nearly tripled, with over 16,700 new sessions.
Moral of the Story
For customers and end-users, every single interaction with the company is representative of the company as a whole. Taking a holistic approach to a digital makeover will allow you online presence to flourish and reach more people than ever before.
- CLIENT GoGreen Lawn Services
- YEAR Client Since 2017
- WE DID SEO, PPC, Content, & Social Media