Sharp Investigations
Services
Website Development
The Challenge:
The existing website was organized by intended audience instead of by desired solution. People search for solutions.
Our analysis revealed that this disconnect in the site’s organizational method was detrimental to organic rankings, as well as to paid-search page relevancy scores, leading to a low conversion rate and a high cost per lead. The existing paid search campaigns were peppered with low-yield keywords, unrelated to the key services offered. This disconnect was increasing the company’s cost of acquiring a marketing qualified leads (MQLs).
The Strategy:
Stell restructured the Sharp Investigations website to focus on services provided by the client. For example, a page was built for “Process Service,” which is one of the business’s keystone profit centers. Our copywriter crafted high-quality, keyword-rich copy to skillfully improve organic results and page relevancy for each page of the new website.
After launching the new site, we reworked all paid-search campaigns to mirror the new website structure. As our analyst reworked the paid-search strategy to center around high-yield, solution-focused keywords, our client saw a significant reduction in the cost per MQL received from paid search.
Copywriting
Unique, keyword-rich content - 98.7% increase in organic traffic (YoY)
Optimize Conversion Paths
310% goal conversion increase (YoY)
Paid Search
Decrease cost-per-acquisition by 110% (YoY)
The Results:
Sharp Investigations saw a 310% YoY growth in tracked website leads and a reduction in cost-per-acquisition of 110% YoY. Organic traffic has also increased due to SEO optimizations and keyword-rich copy.
