Web Development Agency Case Study
A case study which shows how a holistic marketing strategy helped a web design agency get 760% more organic traffic and 600% more leads
Client's background
Our client is an award winning IT solutions agency specializing in web development and IT solutions.
Despite their strong technical expertise, they struggled to convert this strength into consistent lead generation through their digital channels.
Their website, a key touchpoint for potential clients, wasn’t delivering the business results necessary to fuel growth in a highly competitive IT industry.
Their goals
Our client’s objective was to build a robust, long-term lead generation pipeline through their digital channels.
- Increase organic traffic to their website.
- Implement an integrated digital marketing strategy to generate a consistent flow of highly qualified leads.
- Improve overall visibility and differentiation across online platforms.
Our objectives
- Competitive & Market Analysis: Identify gaps in the IT solutions market where they could outperform competitors using SEO and content marketing.
- Target Audience Segmentation: Define and refine audience personas to ensure that their content would resonate with key decision-makers.
- Data-Driven Technical SEO Overhaul: Identify and resolve technical SEO issues while aligning SEO with a broader business growth strategy.
- Content Strategy Development: Craft and optimize content that not only ranks but converts traffic into high-quality leads.
- Integrated Marketing Strategy: Align SEO with SEM, social media, and email marketing to drive consistent visibility and traffic across platforms.
- Scalability & Long-Term Vision: Create a future-proof SEO and content strategy that would scale with their growth goals.
The problem
- Technical SEO Issues: The website suffered from slow load times, poor mobile optimization, and a lack of proper on-page SEO elements such as metadata and headers. These factors were severely hampering its search engine visibility.
- Misaligned Content: Much of the website’s content was overly technical, failing to speak to the needs of decision-makers who were searching for business solutions, not just technical jargon. Additionally, the content was too broad, preventing it from ranking for highly relevant, industry-specific search terms.
- Lack of funnel consideration: Most of the content targeted the top funnel. They were driving awareness, but they did not have a content strategy in place to target the middle and bottom funnel. This affected conversion rates.
The challenge
- Crowded Market: The IT solutions industry is fiercely competitive, with numerous players vying for visibility. Differentiating our client’s offerings and crafting a unique voice amidst the noise was a major challenge.
- Limited resources: Second, their internal resources were stretched thin, as they relied heavily on a small team of designers, developers, and interns to manage a wide array of marketing activities.
Neetclick needed to not only implement solutions but also design a strategy that could be executed efficiently within these constraints. This meant prioritizing efforts that would yield the highest ROI while ensuring that all marketing elements worked together holistically.
The solution
We went with a multi-layered approach, focusing not just on SEO but on a holistic strategy that aligned with the client’s business goals and the competitive landscape.
1. Industry and Competitor Analysis
Before any changes were made, we conducted a thorough audit of the client’s competitors in the IT solutions market. We identified gaps in their SEO strategies that we can capitalize on.
2. Target Audience Segmentation
Rather than taking a broad-brush approach, we carefully segmented their audience and existing customers based on key decision-makers in industries they served. Each piece of content was crafted to speak directly to these personas, ensuring it addressed their pain points and aligned with their search intent.
3. Technical SEO
We started with a detailed audit of the website to identify technical issues that were preventing them from ranking effectively. We systematically optimized the site’s infrastructure and UI to improve search engine indexing and enhance user experience.
4. Strategic Content Development
Content was a critical part of our strategy. We shifted their content from overly technical explanations to solution-oriented narratives. Our focus was on creating blog posts, case studies, and service pages that demonstrated the client’s ability to solve real business problems. Each piece was not only optimized for SEO but also tailored to lead potential customers down the sales funnel.
5. Integrated Marketing Approach
SEO wasn’t isolated from other marketing efforts. We helped the client align SEO with their SEM and social media strategies to ensure a consistent message across all platforms. This approach not only enhanced visibility but also built brand trust by maintaining consistent messaging.
6. Lead Generation Optimization
To maximize the value of the traffic generated by SEO efforts, we also optimized client’s lead capture mechanisms. This included improving the user experience of lead forms, strategically placing CTAs on high-conversion pages, and simplifying the navigation to ensure that potential clients could easily find and engage with key service offerings.
7. Long-Term Scalability
Rather than focusing solely on short-term gains, we built a scalable framework that would grow with the client. The strategy was designed to withstand algorithm updates and shifts in the competitive landscape. We also ensured that the client’s team had the necessary resources and training to maintain the SEO and marketing efforts long after our engagement concluded.
The results
Within just one year, Neetclick’s high-level strategic approach delivered significant results:
- 1000% Increase in Organic Traffic: By addressing technical SEO issues and optimizing for strategic keywords, we significantly boosted the site’s visibility and traffic.
- Consistent Flow of Qualified Leads: The newly optimized website generated a steady pipeline of high-quality leads, enabling them to scale its client base.
- Long-Term Growth Foundation: The framework we put in place has continued to yield results beyond the initial engagement, positioning our client for sustained growth in a highly competitive market.
What did we achieve?
TL;DR
