Sometimes your site just needs a good spring clean!
A local promotional product company wanted more business, but didn't want to invest in a complete redesign of their website.
They have a loyal existing customer base but wanted to attract new customers. A review of the site revealed opportunities to improve certain elements and a search optimisation and site improvement project was undertaken.
This project was deliberately low-key so the investment could be spread over time as should be the case with search optimisation efforts. Activities could focus on the 'wins' as they were achieved.
The site, which had been developed some years prior, was not controlled by a content management system.
A review of the site revealed it was not optimised for search, and it was difficult to locate the key call to action. The text elements of the site were well written but updates were relatively infrequent and minor.
The site code needed to be updated so it was more readable by the search engines and in line with current standards.
Targeted optimisation
Over a number of months the following improvements to the site were made:
- Removed some minor design elements (such as animated graphics)
- Make the key call to action (a contact) more apparent
- Simplify the instructions for selecting and ordering products
- Improve quality of images
- Implement on-page SEO - unique page titles and descriptions, page names etc.
- Implementation of back link acquisition strategy
- Additional content including Featured Products that can be updated regularly
Results
The site now regularly appears on the front page of Google for key search terms. Frequent updates are still required to keep it there as it is a highly competitive industry.
Although this industry is having a bumpy ride through the recession, this project has (over a six month period):
- Increased the percentage of visitors from search engines from 19% to 34% of total visitors to the site.
- Increased the percentage of visitors from referral sites from 29% to 41% of total visitors to the site.
While the site has improved from a search performance perspective, a complete redesign is now underway to improve the site's conversion rate (i.e. how many of the visitors make contact).