SEO-Focused Content Strategy Delivers Spike in Search Engine Impressions, Site Traffic, and Conversions
The website of our industrial consulting firm client had experienced declining top-of-the-funnel traffic and down-funnel conversions. They asked ITX to refresh and revitalize their online presence.
Our User Experience (UX) Content team studied users’ behavior on the site and applied their findings to build more and better-optimized content to increase traffic volume. In addition, we prioritized content development to limit the duration of the client’s ongoing ad spend.
Our content strategists and writers presented a simple, powerful strategy: position the client’s website front-and-center of their marketing efforts; create new content to boost awareness; and optimize existing content to engage visitors with appreciation for their expertise and business offerings. This new content strategy yielded dramatic spikes in significant organic site traffic and conversions.
Meet the Client.
Our client is an industrial consultant who brings their extensive expertise to bear laying out and designing facilities for domestic manufacturers. They are highly experienced in their field and bring a high degree of Lean manufacturing knowledge to their projects.
Objective.
Efficiently increase site traffic and capture more qualified leads by revitalizing website content and driving SEO.
Challenge.
- The client’s website was their primary marketing tool. However, it was underperforming in that role, resulting in lower-than-expected organic traffic and a declining number of conversions.
- Reduced revenue, coupled with the high cost of pursuing other marketing options, threatened ROI and created a high degree of concern.
- The existing CMS was complex and hard to learn; the client’s team was hesitant to manage the site content internally.
Action.
- ITX’s UX Content team, in a content marketing and strategy capacity, conducted a strategic audit of the clients’ site to better understand user behavior and identify pages with the greatest opportunity for enhancement.
- We applied comprehensive SEO tools and analytics to improve insight into user engagement while providing the ability to monitor the site’s performance.
- The team paired content development training with collaborative new processes, helping to sustain post-project momentum.
Performance.
7 Months Post-launch.
50 % Increase in Contact Us Submissions.
35% Increase in Monthly Traffic.
38% Increase in Search Engine Impressions.
5X Spike in Conversion Rate
Result
- Site traffic increase 35%, and search engine performance improved 38 improved in tandem as we deployed new, more engaging content.
- Within 30 days of release, the revitalized site generated a spike in qualified leads compared to prior months, evidence that new site content and well-considered strategy speak clearly to the users’ needs.
- Visitor response to new calls to action performed better as well, showcased by the Contact Us page’s improved performance.
