SMALL BUSINESS MARKETING CASE STUDY
Small Business Website Development
This small business website development project had three key elements to it. Firstly we needed to help David Taubman regain control over his existing website and convert it from a custom CMS system back to WordPress. We then needed to provide keyword research, competitor insights and website content strategies to help David pivot his business in its new direction. Lastly we needed to implement all the changes while ensuring the site was mobile friendly.
How can I change my website from a Custom CMS System?
David approached us to solve the problem he had for his small business that had a website previously built on a Custom CMS platform. It meant that it was impossible for him to make his own website changes, the loading speed performance was terrible and he had no operational control over the site. He took the initial steps to rescue complete control over his site by getting access to his Domain Name and Hosting service, luckily his original website was built on WordPress and a backup was available.
Creating a staging site for website development.
The first step of this website development project was to create a WordPress based version of David’s current website so that he didn’t need to use the Custom CMS system any longer. So this meant creating a full rebuild of his old WordPress site and replicating the layout, colouring and content of his current live site. To achieve this we created a staging site where all the changes could be made and approved before going live on the internet.
Developing a website with search engine optimisation in mind.
Once David was satisfied that it was possible to get back to square one and have a website he could work on via WordPress the next phase of the project was to help him present the re-positioning of his business. David wanted to move from mentoring and speaking to be more focussed on Business Coaching in Melbourne. So before we did anything further to the website we conducted;
- Industry and category keyword research.
- Competitor review.
- Top trending content review.
- Consumer insight gathering with research into the top questions being asked about Business Coaching.
Focussing on your target customer with a website development project.
With a firm focus on the target customer type, we helped David re-imagine his website to create a punchy, high-energy site aimed at 30-40 year old male business owners in Melbourne. Everything was crafted to be quick to read with bold headings, deep content and insights from his 20+ years corporate experience.
What we discovered
Our scope of work
This website development project took on two phases; re-establish a website on WordPress to enable self management then develop it to help David re-position his business in the market with a platform that could be worked on over time.
The results we delivered
AN INCREDIBLE WEBSITE TRANSFORMATION WITH RECORD RESULTS.
We successfully transitioned the website from a Custom CMS to WordPress & then delivered an impactful overhaul for the entire website giving a strong new visual look and feel with depth of information. We created a framework that David can now use to re-develop his business from and showcase his business coaching work.
Small business website tips
What should every small business website have?
Every small business website should have some absolute basic fundamentals in place and the owner should understand what it is or isn’t delivering. Typing your own name into Google does not mean you rank #1. Instead type in the services you offer or things people would search for that doesn’t include your name, do you show up? Here are three basic items every small business owner should know about.
A few of our recent marketing service reviews
“Paul, thank you so much for the on-line marketing audit. Volumes of insight and practical examples of what needs to be done. Paul provides value well beyond expectations. We now have The Playbook!”
“I feel like you have gone above and beyond what we were expecting. Really appreciate your efforts, also as an engineer loved the science backed nature of the whole process as well.
When above and beyond to ensure we got the best possible service. Paul also has great technical insights into the backend of SEO which really helped us to boost our profile.”
“Paul did a full website overhaul for us….in 10 days! Not only was he able to hit this timeline but he produced a very rich site. Our website gives our customers confidence, attracts far more prospective customers and provides a space that lives up to our mission. Impressive work Paul!
The process has been detailed, which has resulted in a very impressive site. The depth of the website is the key positive feedback from a lot of people who I’ve already shared it with.”
“Paul at La Lente has recently been helping us with some backend website audits and it’s been a huge help to the company. Paul peels back the layers of secrecy around the backend of websites and tells you what works and what doesn’t – simple! So much easier and yet, his work is detailed and we’re already seeing the benefits. Would recommend Paul to anyone who’s not sure if they’re website is working at its optimum!”
“The audit is like nothing I have ever seen before! Can’t wait to get through all of the points and dominate online with your help!”
“I recently engaged Paul D’Ambra to conduct an audit of my sites and he did an excellent job. In fact, he went over and above the work he’d scoped out because he wanted my business to benefit from the insights from his data. He even gave me additional tools that will help me in the future. I found the work he did incredibly comprehensive and was singularly impressed by his deep understanding of SEO and ability to recommend useful ways for me monetise my websites. I am now re-engaging Paul to help me further. To be honest, I hardly ever recommend people on Linkedin but given the benefit I’ve had from Paul’s work, I wanted to make others aware of his abilities.”
“I have known Paul for few years professionally and on a personal level through out couple of roles he held in his career. He is a great talent who combines an in-depth knowledge of the market and the industry with an outgoing urge for success. I could spend few hours describing the rare and unique talent he is, but I decided to put it in simple terms as I could be here for days: – Leader – Team player – Innovative – Focused – Positive – Dedicated – Honest – Loyal – Strategic – Original – Energetic – Knowledge – Experience – Will power. Most importantly he is an astute operator with results speak volume for his ability and his achievements I’ve always admired his energy, professionalism, ethics and winning attitude. Paul is what every business need, not to mention I am proud to call him a true friend.”
“Paul D’Ambra is a one of a kind. Unique in every way. He runs La Lente freelance website design and marketing services. After scouring for freelancers online I was hitting a dead end. I couldn’t find someone with broad enough skills and the approach I needed.
As a small business coach, I couldn’t make a mistake in this space. My clients were all watching my progress very closely. Paul completely changed my perception on what could be done from our very first discussion. He was incredibly detailed oriented. Skilled in contemporary marketing strategy. He drove me to new benchmarks.
I thought I was driven and goal oriented until Paul showed me that he had gears I hadn’t seen before. He created a list of tasks and content for me to rip into. He was on me every day to get it done. He guided me on best practice and gave me wonderful suggestions when I hit an impasse. Meanwhile he was rebuilding my website. With a stronger presence for SEO and organic growth. Better content and with a niche in the business coaching market.
The site was lightning fast. Paul wouldn’t rest until the job was done. It was so seamless. Something worth noting is Paul’s huge experience in photography so he has an elite eye for imagery and branding. I couldn’t be any happier and will continue to work with Paul as well as recommending him to my clients. He will not disappoint!”
“The website looks amazing! You have done a brilliant job. Being a small business, I needed the investment made with a new website to be on the mark and value for money. The insight I have been given with the considerations needed in the build of a website has been informative and motivating to keep growing my business. The feedback from clients has been only positive.”