Problem: A small brick paving business in Tampa had an outdated website, a non-existent SEO strategy, and an outdated approach to PPC and Google AdWords (Ads).
Solution:
- Redesign their website to increase conversions an
- Use industry-approved SEO techniques to improve local SEO for popular search terms in our target markets.
- Optimize the PPC strategy to avoid wasting budget on Google Ads’ turnkey search solutions.
- Increase conversion rates for paid and organic traffic.
Tampa Website Redesign
Before: The website was a simple one-page design created using GoDaddy’s website builder. The website communicated the company’s offerings and general messaging, but it was under-optimized for converting traffic and driving organic visitors through internal service and location pages.
After: We redesigned the website to focus on conversions first. We added a web form in the header of every page, we added call-to-actions (CTAs) throughout the site, and the mobile version had a “Call Now” sticky button in the footer. We also created several internal pages targeting industry-specific keywords and geolocated markets.
Tampa Search Engine Optimization (SEO)
Before: Prior to our project, this Tampa small business had relatively no organic presence. They were not ranking well organically on search engines for any popular terms, and their monthly organic search traffic on SEMrush was 0.
After: Using a number of onsite and offsite SEO techniques, we were able to generate a substantial increase in organic traffic for this Tampa small business. Moreover, we were able to see huge bumps in search rankings for locally-targeted terms for their industry. This increase in targeted organic traffic had a huge impact on the quality of visitors to the new website and helped improve conversion rates for total visitors.
Tampa Pay-Per-Click (PPC) Strategy
Before: Prior to our project, this Tampa small business used Google AdWords’ “Smart” campaigns for Pay-Per-Click (PPC). This is a turnkey solution by Google Ads that helps small businesses get started with running search ads on its platform. Generally, small businesses will see a better return if they create and manage their PPC campaigns because they have more control over the terms and audiences that are shown the ad. Google’s “Smart” campaign for Ads uses Machine Learning to optimize campaigns which can lead to wasted budget.
After: We moved away from Google “Smart” ads to manual targeting PPC campaigns for targeted services. We optimized these campaigns over the duration of the project and were able to drive down Cost/conversion for web-form leads by almost $100. We also enabled phone calls (which was not previously set up) on the ads which led to 358 phone calls that are not calculated in the Cost/Conversion breakdown.
What you’ll notice by our new approach is that the cost per engagement increased with the manual campaigns. This happened because we were directing more budget to the terms which convert more frequently instead of spreading it evenly across all terms. In other words, we put more budget to terms like “brick paver near me” and “paver installation in Tampa” instead of terms like “pavers” or “paving DIY” which the Smart campaign was targeting previously.
Conclusion: This Tampa small business recognized a need to improve its digital marketing. While it was doing well beforehand, we were able to revamp its website, tune-up its PPC, grow its organic search rankings, and improve conversions onsite with a methodical and user-oriented approach.
As a result, this Tampa business has seen a rapid increase in leads and business. The business owner is able to invest his time in servicing his clients while we take care of the machine behind the scene driving more business down the funnel.
If you’d like to improve your small business’ digital marketing, let’s chat!