Websites that convert
A Case Study
Websites that convert to enquiries and sales make a huge difference to businesses. We turned Enviro Clean’s website into a sales machine.
Enviro Clean is a nationwide carpet and furniture cleaning company. Over the pandemic, they expanded their team of cleaners, growing from three teams to over 40, covering the whole of England, Scotland, and Wales. They have a mix of full-time employed team members and franchisees.
The problem – website not driving leads
Enviro Clean are spending a considerable budget each month on Facebook Ads. While these ads are still successful in generating leads, they are time consuming to run, having to target customers across multiple specific locations, and require lots of administration. Relying solely on Facebook also leaves the business exposed to changes in the algorithm and being locked into one platform.
The existing Enviro Clean website was not generating leads, and had very poor visibility in search engines.
The solution – a website that converts
After a detailed discussion with the team at Enviro Clean, we presented an alternative route to market, utilising a wider tool kit than Facebook ads alone.
The vast majority of people requiring carpet or upholstery cleaning services will start with a Google search. With SEO, we could focus on these active searches and drive users to new dedicated landing pages which provide the details they need, and give a clear call to action, generating leads.
The existing website required a full redesign and build, and was built using an outdated system that was difficult to update with new content. The site was also unsecure.
In consultation with Enviro Clean, we redesigned the site with a clear navigation and direct calls to action across the pages. To build credibility, we added a feed to the company’s Google reviews.
Search Engine Optimisation
We rewrote all the copy, added new bespoke imagery, which reflected the growth in the business, and created individual landing pages for services and for the various locations covered by the teams.
Our new website design, freshly crafted copy (optimised for search and written to generate conversions), and page optimisation process, helped to drive up visibility of the site in a very competitive industry.
Search Engine Optimisation of the site is an ongoing process and can take several months to become effective. So, to generate immediate leads, we created test areas for Google AdWords campaigns to appear based on regions where Enviro Clean had good coverage. The PPC ads are targeted using exact match keywords to ensure we are using the client’s budget efficiently and focus on key services. As we as conversions on the website via the site wide forms we are also tracking phone conversions via Google AdWords giving us a much wider picture of where ads are being successful.
As soon as the new site was launched, leads began to flood in from right across the country. The new site design, as well as optimised copy and pages, resulted in a 7.2% conversion rate, prior to launching the AdWords campaigns.
- Following launch of the AdWords campaigns a conversion rate of 7.0% was maintained as the volume of visitors increased.
- The conversion of enquiry to sale is running at around 45%.
- The areas tested with PPC campaigns are booked up 3 weeks in advance.
- Enviro Clean are now hiring additional team members to cope with the increase in demand
- The new site is also assisting the existing Facebook campaigns as more visitors are now converting via the website than before it’s re-launch.
- As a result of this success, we are planning to roll-our more Google AdWords campaigns across the UK.
We found The Marketing Optimist on LinkedIn and after keeping tabs on their work and other updates for a few months, we decided to give them a go as we liked what we saw. Like a lot of SMEs we have used external marketing companies before to take some of the pressure off of us, but it always resulted in £££s lost and time wasted. We have only had positive experiences with Richard and his team and feel we get very good value for money. They’re on the ball and actually chase us to get things done – rather than the other way around. Highly recommend!