SMALL BUSINESS MARKETING CASE STUDY

Realserve Marketing Management.

Realserve wanted to identify areas of their marketing management they could improve on to generate more leads & grow sales. We were contracted to initially conduct a marketing audit, our findings delivered over 40 immediately actionable recommendations that we were commissioned to implement.

We conducted a deep analysis of their business, services, revenues & target customers to create a revised marketing strategy. The initial focus was correcting their website search engine optimisation that delivered negligible organic growth after spending over $18,000 on seo development.

Our efforts delivered their highest rate of organic traffic in 3 years & over 200 lead interactions on their new website as well as other marketing process improvements. 

0 +
NEW LEADS IN 8 WEEKS
0 % up
ORGANIC SEARCH GROWTH
1 % up
AVG TIME ON SITE
0 % >
AUSTRALIAN SITE VISITORS
0 % up
PAGEVIEWS
0 %
BOUNCE RATE DROP

"Paul’s exceptional ability to collect, clean and analyse large data from various sources was shown when he conducted our recent market review.

His vast experience showed through when he was able to quickly summarise clear and concise strategic goals leading onto actionable tasks for future results in a transparent, down to earth manner.

Thanks again Paul."

James Sawell, Realserve Pty Ltd - Manager of Organisational Development & Marketing
Marketing strategy example for a small business in the real estate industry to improve sales and profitability by La Lente Photography

Background

How could Realserve find more leads?
Realserve operate in the commercial property sector providing market leading building measurement & surveying services. They felt they had done everything needed on their website and wanted a marketing audit to assist with their other activities to drive more leads. 

 

More than $30,000 had been spent on website development & seo optimisation.
The management team had invested considerable time and effort into developing a new website design & having search engine optimisation done by different specialist agencies. The reports they received indicated the site was getting incredible growth and traffic increases.

 

Our marketing audit uncovered the real story – no growth in Australian organic search traffic.
We were very fortunate to get access to all the critical elements of the business to conduct an in depth marketing audit to review;

  • Website performance with Google Analytics &  Search Console data analysis.
  • Site visitor behaviour with a heatmap tracking analysis.
  • Looked at all online profiles & social media usage.
  • Lead tracking & measurement processes.
  • Communication practices and even little details like matching sales revenue to services presented on the website.
 
 

We uncovered a number of areas for improvement, most significantly that the website hadn’t delivered any organic growth & now had over 60% of traffic coming from the USA – for an Australian business.

5 Things Every Business Should Know About Their Website

What we discovered

NO ORGANIC VISITOR GROWTH IN 3 YEARS

Even though two different specialist agencies were contracted to perform search engine optimisation and website development, the results showed there was no change to organic visitor growth in 3 years. What we went on to discover was overall traffic had increased that was being presented as overall growth which was misleading.

Website seo example showing there was no organic visitor growth over 4 years

AUSTRALIAN WEBSITE VISITORS <60%

After the agencies had made their changes the proportion of Australian visitors dropped significantly while traffic from the USA skyrocketed. This information wasn't disclosed to Realserve, instead it was presented as overall traffic growth which was misleading. The visitors from the USA had a bounce rate of 96% (meaning most left the site immediately) and spent less than 3 seconds on the site. This helped prove the poor search engine optimisation work that was conducted on the site.

Website seo example of Australian vs USA traffic for a Adelaide based busienss

'FAKE' WEBSITE TRAFFIC FROM LINK FARMS

We quickly uncovered what was essentially 'Fake' website traffic that was being generated from link farms. The bounce rate trend increased significantly after the agency work was completed.

Website seo development that uncovered a huge increase in visitor bounce rate

LEAD CONVERSIONS WEREN'T BEING TRACKED

The business wasn't recording or tracking where their leads were coming from or their approximate conversion rates. One of the perceptions was the website wasn't very strong at delivering leads although there were no specific analytics in place to measure this & as outlined above most of the traffic wasn't even real.

CUSTOMER CHURN WASN'T BEING ANALYSED

We did extensive data analysis to easily summarise top repeat Customers, ones that had been regularly placing orders but had stopped and other insights to aid relationship management practices.

THE WEBSITE WASN'T 100% RESPONSIVE

Even after using a specialist website design agency the website wasn't 100% responsive. On their old site the quotation button overlapped other menu items and didn't work correctly.

THE WEBSITE SITEMAP WASN'T SUBMITTED TO GOOGLE

There wasn't a procedure in place to review the work done by the website design or search engine optimisation agencies to ensure all the changes made were being correctly registered or indexed with Google.

CONTENT ON THE SITE WASN'T OPTIMISED FOR SEARCH

Even after they had paid for seo optimisation for more than 12 months there were a number of pages that didn't have suitable metadata, page titles or wording on the pages to aid search results.

A CLEAR & CONCISE MARKETING CALENDAR WASN'T ACTIVE

The marketing planning activities were ad-hoc without a constant, 'always-on', flow of executions being planned.

Website design for a small business in the real estate industry that works on any device by La Lente Photography

Our scope of work

We presented our findings to Realserve with a detailed 50+ page report that outlined all aspects in detail. We were than tasked to assist implementing the suggested changes. 

  • Transition the website from Silverstripe to a WordPress CMS system.
  • Implement website tracking of lead generation actions.
  • Set up lead conversion tracking & reporting.
  • Review & ammend all page wording, titles and content.
  • Update Case Study content to improve quality & industry relevance.
  • Competitor analysis and comparisons to highlight opportunities.
  • Remove toxic backlinks to USA sources.
  • Google My Business profile optimisation.
  • Analysis of Google Analytics & Google Search Console data.
  • Marketing calendar implementation.
  • Monthly marketing reporting template.

The results delivered by our marketing.

FAST TRANSFORMATIONAL RESULTS.

This project ran for just over six months with work being done on the existing website while a new WordPress based site was being developed. The changes to Australian search traffic could be seen within weeks. Marketing operational changes were made behind the scenes and eventually the new site was launched in early January with incredible results.

OVER 400 ACTIONS TRACKED & REPORTED

In the first 6 weeks of the new website's go live date there were over 400 interactions across the Quote form, Contact page and Call or eMail functions on the website. We were able to quickly prove the changes we had made were taking immediate effect.

THE HIGHEST PROPORTION OF ORGANIC TRAFFIC IN 3 YEARS

For the first time in years the brand experienced organic traffic growth to the website.

30% INCREASE IN SITE VIEWING TIME

Visitors average time on the site increased to over 1 minute per session indicating that navigation, content and usability had been improved greatly.

BOUNCE RATE BEGAN TO DECLINE

Early indicators showed a 2.5% decline in the bounce rate and the first declining trend in months.

AUSTRALIAN VISITORS UP TO 76%

Credible and relevant Australian visitors grew as a proportion of overall traffic very quickly.

CASE STUDIES BEING READ FOR 3 MINUTES OR MORE

The new Case Studies were helping increase dwell time on the website with an increased reading time more than triple the website average.

STRATEGIC MARKETING PLANNING CALENDAR

We created a template to map 3, 6 and 12 month marketing activities for the business with decisions being made based on services and target customer decision making.

ESTABLISHING A MARKETING DRIVEN BASE.

Our scope of marketing management helped correct a number of errors, improve current results and put in place the foundation for Realserve to keep growing their business with a marketing driven foundation.

Reviews of our marketing work

Here are some reviews of our marketing services that have been written by people we have worked closely with.

“I’ve just navigated the website and gotta say I’m really blown away….looks Modern…jumps out at you and is so consumer informative…not to mention all the examples of work and case studies. Kudos to you for a mammoth effort.

We engaged Paul D’Ambra to revitalise our tired old website. Paul worked with our team diligently ensuring he educated himself on all aspects of our business and then went to work on creating an amazing website – Fresh – Interactive and Consumer informative.

I’m amazed at his professional work ethic and attention to detail.

Blown away by the end result and very grateful.”

Tony Hrvatin
Director - Genesis Retail Displays

“Contacted Paul after getting pushed around the ringer with other companies, straight from the start he told me what i needed to do to improve my company and gave me a detailed quote explaining this. very! very! happy with my new website and look forward to working with you further to develop my marketing strategies.”

Dylan Doncevski
Director of Passion Built

“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!”

Andrew Mansfield
Director Genesis Retail Displays

“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.”

Shem Richards
Founder - Goldilocks Suit Pty Ltd

“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.”

Jamin Richards
Director - Goldilocks Pty Ltd

“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!”

Pamela
Social Media Manager, Ozone Clinic

“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!”

James Becerra
Director - Switch Health Group

“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.”

Robyn Foyster
Director of Foyster Media

“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.”

Ziad Yaacoub
Director, Ayonz Pty Ltd