Pellow first came to us in 2014 looking to increase their Google rankings and generate more sales leads for their flat roofing business. Our Search Engine Optimisation work led to a rapid increase in rankings and enquiries, and we subsequently created a Google Ads campaign for them to generate even more sales in a on-demand format.
In recent years, their digital marketing has performed so well that they reached their capacity for workload, and we created a Facebook Ads campaign focused on recruitment, which brought in job applications to expand their team.
The results from their SEO have now become completely sustainable for them and produce the majority of their leads and conversions, meaning they no longer need to use paid Google Ads for conversions.
Project Brief – Why Did Pellow Come to Daneswood?
When Pellow first approached us, they did so with the aim of getting their site to bring in more leads and enquiries through Google. They were already generating original and regular content for both the website and their Social Media channels but were missing technical SEO expertise and needed guidance on how best to convert the website visitors they were receiving.
They had previously had a company working on their SEO for them, but the results they were achieving were not as high as they could be in terms of their competition and searches available.
Pellow’s customers are both B2B and B2C in the Cornwall region, so we needed to target both residential and corporate searches in Google. They wanted to bring in enquiries for projects of varying size and budget, as well as offering water barrier solutions for anything from balconies to cellars.
After we worked on their site SEO for some years, they asked for our support and guidance to redesign and rebuild their website, with the aim of increasing conversion rates for the traffic the SEO work was bringing them.
Strategy & Actions
Our first port of call was to perform an SEO health check on Pellow, by crawling each page individually with a specialist software that checks the code, content and links and reports any issues that would cause problems with their Search Engine rankings.
As a result of this review we worked to remove blank pages, fix broken links, ensure elements like H1 tags were in place in the code on every page, add basics like a Sitemap page, and ensure all the important SEO foundations were in place.
We also researched which keywords were the most lucrative and targeted for their industry and geographic area, so that we could focus our work on the website and guide them on how they should be targeting their content.
Additionally, we reviewed their Google Analytics account and set up Goals to track all conversions on the website – including emails, phone calls and enquiry forms. This meant we’d be able to get solid data on how their SEO marketing performed in terms of leads and profit.
Finally, we created a strategy for ongoing monthly SEO work which would gradually build and maintain their rankings and traffic from the Search Engines, and co-ordinated with the client to ensure their content creation supported this plan. Additionally, we assessed whether there were any additional marketing channels they could be taking advantage of.
We worked closely with the client and send regular monthly reports to keep them up to date with the progress we were making.
A New Website & SEO Transfer
After some years building their SEO rankings, Pellow expressed an interest in a website redesign to increase conversions and also to assist with SEO rankings. Up to date code and fresh designs gives Google a great impression, so we encouraged this update as part of their aim to increase leads and sales.
When rebuilding and redesigning a website it’s important to carefully review the effect on SEO, as changes to code, page layout, structure and content can all have a big effect on Search Engine rankings. We worked carefully to review the old and new website, to ensure we were maintaining and improving the same level of SEO performance, and that keyword-focus was strong.
During and after launch, we had many checks of the code and the site indexing, including using Google Search Console to review the performance as Google indexed the new pages, and ensure everything was on track.
The new website build was a great success, giving us more control over the site for SEO purposes, a fresh new look for the client’s online presence, and resulting in more increases in their rankings across the board.
Results
Consistent Number One Google Rankings
The combination of the SEO project and website rebuild resulted in a noticeable increase in their Google rankings.
Pellow have gained and maintained a consistent number one position in Google for many of their focus keywords including ‘felt roofing Cornwall’ and ‘flat roofs Cornwall’. All of their keywords have stayed steady within the top three Google results.
Massively Increased Conversions
When the client first came to us they were bringing in around 1000 visits per year via Search Engines, and had no conversion tracking to assess performance. Two years later their traffic had doubled and conversions had increased, with solid tracking data for us to assess their ROI on online enquiries.
In 2017 we set up dynamic phone call tracking for Pellow so we could track in detail where their phone calls were coming from. After tracking was established we found that during 2017 they received around 5 – 10 total new leads a month from the SEO.
In 2020 this had increased massively, with the website receiving 25 to 35 verified leads per month from Organic traffic. In more recent years Pellow’s leads have increased to the degree that we have run several Facebook Ads campaigns to recruit new workers for them to keep up with demand, and we hope to see them continue to go from strength to strength!
If you are also looking to increase the results you see from your website and the overall functionality of your site, our team of experts can help. Contact us today.