How we increased PPC conversions by 2300%
Heritage Heating were ready to grow: they wanted new business from new leads. Having been let down in the past, they needed a marketing agency they could trust to help them achieve their business goals.
1.Challenge
Heritage Heating wanted to make the shift from repeat business to high-value new business.
Specialist providers of commercial heating and cooling solutions, Heritage offer nationwide coverage, high-quality installation, and trusted maintenance and support services. Finding success with loyal repeat customers, Heritage wanted to press forward with their business goals of expanding and gaining new business.
Heritage Heating’s pain points
- They had been let down by their previous agency and needed a new partner they could trust.
- They needed a marketing strategy designed to convert new business.
- Their website was poorly built and difficult to navigate.
- Their website lacked enquiry forms and strong calls to action. It didn’t represent their business expertise or breadth of services.
- Overall, Heritage’s old website wasn’t fit for purpose and couldn’t support a digital marketing strategy.
2.Approach
Heritage Heating’s fresh start began with a custom-built new website.
It was clear that Heritage needed a new website. The old website didn’t represent the scope of their services or business expertise, and it wasn’t generating any quality leads. On top of that, it was outdated and difficult to navigate, and it was going to hold us back from delivering an effective digital marketing strategy.
Working with Heritage’s business goals in mind, we planned, designed, and developed an entirely new, bespoke WordPress website – a website that put the needs of Heritage and their users front and centre.
Website research
- Industry and competitor research
- Website page structure and navigation mapping
- Keyword mapping
Marketing research
- Content audit
- PPC research
- Keyword gap analysis
- Competitor analysis
3.Results
A fresh website and a watertight marketing strategy that continue to drive new business.
With the new website live, our focus turned to retained marketing. We worked closely with them, agreeing and documenting their marketing goals. These included a shift from repeat to new business, an increase in enquiries from new and existing customers, and getting the website to page one of Google for specific, high value keyword phrases.
To support their plans for business growth, Heritage has retained our SEO, content marketing, and PPC services. It’s proving to be a powerful marketing campaign that generates valuable ‘Free Site Survey’ enquiries from new customers across the country.
The results are in
- +450% PPC clicks
- +2,300% PPC conversions
- +84% PPC cost per conversion
Showcase the range
Their old website wasn’t clear about the entire range of product systems they offered which was causing a lot of phone calls. Displaying the full range in a clear and simple way was crucial for this website to be a success.
Clarify the details
Every product has its unique benefits, we made these prominent so it was easy to compare with striking call to actions (CTAs) to enquire. For those that didn’t know what they needed, we enticed users to book a free site survey.
Built for SEO
In order to carry out a successful SEO and content strategy, we saw an opportunity to offer informative and helpful content that answered a lot of FAQs they were getting. This now acts as their popular information hub.
Mobile user journeys
A lot of their audience were visiting the website on mobile phones so we made sure their entire user journey was intuitive and painless too, with clear navigation, and prominent jump off points to all product types.
Improved user experience
At each stage of their journey we made it clear where they had to go next. An uncluttered but informative design allowed users to find everything they needed right up to the point of enquiring, improving their overall experience.
Costly clicks
When we took over their Google Ads in 2021, they were spending a lot of money on clicks with little to no conversions. With careful research we were able to target their Google ads to their key audience and geographic locations. This resulted in more relevant clicks, and at a lower cost too.
Increase in conversions
With better targeted Ads and a higher number of relevant clicks, the conversions keep growing and growing, and because we also reduced the cost involved in getting the clicks, this drastically reduced the cost per conversion by 84%.
Costly clicks
When we took over their Google Ads in 2021, they were spending a lot of money on clicks with little to no conversions. With careful research we were able to target their Google ads to their key audience and geographic locations. This resulted in more relevant clicks, and at a lower cost too.
Increase in conversions
With better targeted Ads and a higher number of relevant clicks, the conversions keep growing and growing, and because we also reduced the cost involved in getting the clicks, this drastically reduced the cost per conversion by 84%.