Socialable is an innovative marketing company that assists medium and small scale companies expand into aggressive players within their industries. Since we started in 2009, we have combined our marketing ingenuity, know-how, and practice to promote effective lead generation techniques for start-up enterprises. The following is a project case study for Barnsley (a skip hire company) we’ve engaged with in Barnsley.
Skip Hire Company in Barnsley – Lead Generation
Barnsley offers reliable waste-disposal services to the people of Barnsley. Barnsley businesses and individuals searching for expedient and dependable ways to get rid of their waste regularly fail to find a real provider of such services. There is a prevailing suspicion that online skip hire companies farm out their work to unreliable service providers. We needed a way to bring the high-quality skip hire services of Skip Hire Barnsley to the attention of customers in Barnsley.
We had a difficult task ahead of us, but Socialable wanted to generate leads for the company. Though Barnsley was already a recognizable service provider in Barnsley, online engagement and conversion were still lacking. Our online marketing team decided to implement a series of strategies geared towards more web visibility and engagement.
What SEO techniques did we employ for skip hire company in Barnsley?
Skip Hire Barnsley needed to draw more people to their website, so we started with a content driven strategy. We find that this strategy is highly effective, though it demands a substantial outlay of time and effort. This is our basic method –
- Promote content designed to attract backlinks
By implementing this strategy, we hoped to increase the domain authority of skip hire’s website. By increasing the site’s authority, we would improve its ranking for keywords. We then implemented our non-content-driven strategy.
Just like the strategy’s name implies, we didn’t make or advertise content. Instead, we optimised several webpages for target keywords. We find this strategy more favoured by our small business clients because it is cheaper than the content driven strategy. Here are the tactics we used –
- Optimising target pages for those keywords
- We identified technical problems on the site and backlink problems off the site through an SEO audit.
- We resolved the problems identified in the SEO audit.
- After this, we turned to Google Keyword Planner and researched keywords identified by skip hire.
This research showed us the search volume and then we added more keyword combinations that we believed potential customers for Barnsley would use to complete a search. The result – An instant 230% increase in lead volume for Barnsley in Barnsley. Organic search has increased by 70.82% since we launched the campaign.
How did we improve the web design for skip hire in Barnsley?
We turned to our graphic designers to optimise visitor conversion by improving skip hire’s website. The objectives we had were –
- Improve overall web aesthetics and user experience, and make the website more engaging and professional
- The techniques and tools we employed were web design, UX & prototyping, SEO & Analytics, quality assurance, mobile accessibility, information architecture and Custom WordPress.
Based on the goals, we came up with a sample to make a new site that could enhance user experience by ensuring access to essential information is stress-free and real time; and to bring the search integration of Barnsley to the general site structure. Anyone in Barnsley who was interested in the services that Barnsley offers could find the information that they need with ease on the new website. Next, we turned our attention to the website’s style, which we thought could be more visually appealing to potential customers. By improving the web design the company would have a fresh presence online.
To make sure we achieved this, we used strong typography as well as a branded managing of their photography. We also made good use of bright colours and white space to create a fresh, approachable feel for the website. All these aspects were brought together in order to give the website a complete overhaul. The results were immediate.
Website engagement levels went up by 24% because of seamless navigation and aesthetics. We also improved conversion by 3% once we made the site more accessible by mobile. We needed to give Barnsley a look that online visitors would recognise as trustworthy and authoritative. Socialable’s branding team identified the company’s brand values as the best way to achieve this end.
The new focus was towards reassuring clients about the service efficiency and reliability of Barnsley in Barnsley. Since people who search for skip hire services in Barnsley prioritise quick response time and customers service, we established these two qualities as Barnsley’s brand values. Focusing on this message we ran campaigns which included guest blogging, emails and other strategies used by digital marketers.
Within a short time, our tests showed a positive correlation for perceived impressions of the skip hire company. A large number of people in Barnsley when questioned thought that Barnsley was efficient and trustworthy based on what they stated in their messages. Barnsley has enjoyed serious growth in their leads of about 40% and more visitors are converting over to customers after visiting their website.
What makes our campaigns for Skip hire in Barnsley a success?
We begin all our projects by first listening to customers and noting their every point. We believe that it is important to take the time to be meticulous and that can take longer, but it’s important. Once we have identified your specific needs, we go to our strategy room and outline a plan which will be executed thoroughly. Every member of the team contributes their quota towards resolving the problem and making your business successful.