The situation
An industrial packaging manufacturer approached us to overhaul the company’s website, to drive traffic and increase conversions. Their website was seriously underperforming. They were not ranking for important niche keywords, and their traffic numbers were very low. Even worse, they were attracting the wrong kind of leads. Rather than quotes for their profitable, custom made products, the leads that they were receiving were for mass-produced products that were not profitable for the company.
We needed to use keyword research and SEO strategies to increase rankings and to differentiate their product from the mass-produced products that they were getting interest for.
What we did
We performed in-depth keyword research, taking into account the competition, and being sure to identify all the words that could not be used, in order to cut down on irrelevant quotes. Our keyword research identified these differentiating keywords. We saw that they could win for certain terms in their region. We then developed a website and wrote keyworded copy with messaging that emphasized their unique sales position. We brought the site from development and design to launch.
We also continued to work with the client to provide new content (articles, brochures, videos, newsletters) each month and to discuss key performance indicators like leads, traffic, backlinks, and rankings. This enabled us to address any changes and to make sure we are staying ahead of the competition.
What happened
Total traffic, organic traffic and relevant leads increased across the board. Organic traffic increased eight-fold. Our articles have performed consistently as ever-green content, bringing hundreds of visitors to their site month after month. The website has become a major source of leads and revenue, which has enabled them to withdraw from other, more expensive advertising streams.
