The Problem
Playforce are a leading provider of children's playground equipment in the UK. As one of the major providers of playground equipment, their website needed to portray their position in the market. We worked with them to redesign the website and improve the Playforce brand. The results were tremendous and the Playforce team were extremely pleased with the design of the website.
However, the website design was only part of the project. The website needed to perform as a lead generation tool and the previous website only featured high in the search engines under low search volume phrases. To turn the website into an effective lead generation tool, there needed to be a dramatic improvement in the search engine listings and the most cost effective way to achieve this was through search engine optimisation (SEO). We needed to meet the following goals;
- Year on year growth in sales.
- Optimise the website to deliver low cost high enquiry levels to generate growth targets from the variety of target audiences.
- Reduce overheads and make a positive contribution to the bottom line.
The Solution
We asked Playforce to conduct some research into the key phrases that there clients would use to find the website. From this research two main key phrases were identified to target. This research was used in conjunction with the keyword research carried out by our SEO experts. The combination of online and offline key phrase analysis proved invaluable when making decisions about how to optimise the website.
Using this information, a number of key areas were identified which needed addressing with the SEO campaign. These included generating some good quality links to the website, improving key phrase density, amending page title tags and deep linking throughout the website.
The results
Our target for the SEO campaign was to double the amount of enquiries that the website generated. Quite an ambitious target. After three months working on the project, we didn't manage to double the amount of enquiries; we trebled them! Our SEO expertise was put to great use to make a tangible difference to the enquiries generated through the website and we beat our own very high standards.
The previous website didn't accurately monitor conversions generated through the website. Using our proven website conversion monitoring techniques, we found that;
- Enquiries trebled within three months
-
387% increase in traffic on targeted key phrases in one month
- Website has become a new sales channel for the company
Project Timescale
The SEO campaign took several months to plan out and fully implement to cover all of the areas necessary for the campaign to realise its potential. It took approximately six months to see the real benefits from the high positions. When the campaign finished, the top key phrases continued to improve and are still showing high to this day.
What they said
"Working with the Adido team has been a really pleasure. Every time we've asked them to deliver for us, they have far exceeded our expectations everytime. Our goal was to make our website into a major lead generation tool and we've seen a huge increase in enquiries since working with Adido. I can't recommend them highly enough!"
Marketing Manager - Playforce Ltd
Need to increase your online sales?
As one of the fastest growing web design company's in Dorset, we can provide our clients will a comprehensive range of online marketing services, from review to planning and implementation. If you’d like to improve your online marketing to reach more new customers contact us on 0845 260 2343 or by contacting us online.
Adido Experience
Adido is an online marketing and web design company working with businesses in Southampton, Winchester, Portsmouth, Bournemouth, Poole, Dorchester, Weymouth, Surrey, Guildford, Woking, Camberley, Farnborough and surrounding areas. We have been providing local businesses with affordable e-commerce and CMS solutions, search engineoptimisation and PPC advertising services throughout UK.