Haworth Castings wanted to generate more new business leads and increase the return on its marketing investment. Our core objective was to increase the number of annual new business website enquiries from 10 to 100 in 12 months. Sub-objectives were to achieve number 1 ranking status for their top 3 keyword phrases in the major search engines and reduce the expenditure on Google Adwords.
The strategy was straightforward - to drive more prospect traffic to the website and, once there, increase conversion. This was achieved through a program of search engine optimisation, making the website responsive (mobile friendly), communicating a differentiated sales proposition, simplifying navigation and introducing an integrated content marketing program of animation, blogs and email marketing.
Haworth Castings was soon ranked number 1 on Google for five of its top keyword phrases. Visitor traffic to the website grew by 20%, average times increased by 1.32 minutes per visit and the number of people bouncing straight off the site was reduced by 11%. As a result in the first 12 months over 100 new business enquires were generated through the website and the core objective was met.