Background.
When ACI first came to us, they were operating successfully in the office interiors sector, but felt that they should be getting more cold enquiries from the web.
We suggested beginning with a local SEO campaign, with the idea that local enquiries would have a higher conversion rate from enquiry to sale.
As well as re-designing the website, we agreed key performance indicators to measure the digital marketing performance against over time.
Our key performance indicators were: their position in the search engines, number of people visiting the website from search and enquiries generated (both via email and phone).
How we did it.
Our initial audit highlighted that ACI needed a website with more authority and one that went into more depth about the services they offered and the work they had done.
Adding depth.
We built several ‘service’ pages that added depth to the website. By nature, office fit outs are pretty complex and made up of several sub-services (such as office partitions, mezzanine floors etc.), so we wanted to ensure we had pages targeting search phrases around those topics.
As well as this, we added location hubs that allowed the company to target different locations more effectively. This gave us a scalable method of targeting new areas in the future.
Once we had potential customers on the website, we knew they would want more information about previous work that they had done, so we added a case studies area to utilise their great imagery.
Building authority.
One of the methods that Google use to work out the authority of a website (and therefore whether it deserves to rank) is by looking at other websites that link to the client website.
We developed a strategy for attracting relevant, authoritative links and mentions of the brand online. We got them featured on several office design publications and also in the local press.
The Result.
27 high-value search phrases in positions 1-3
57 high-value search phrases in first page positions
70%+ increase in website visitors year-on-year for two years running
140% increase in website enquiries
The main result for us is that the website now contributes a consistent flow of new enquiries for very high value jobs. This, combined with the quality of ACI’s sales team, means that the website has become a key component of their growth as a company.
Imaginaire Digital have been fantastic for our business. From initially helping us with the marketing for our existing site, they have since re-designed the website and the leads are now flowing. We’d definitely recommend them if you’re looking at reviewing your web presence.
Roy Thompson, Advanced Commercial Interiors Ltd
