We discussed what their business goals looked like since they have 3 primary services:
- Direct Mailing Services
- Printing Services
- Fulfillment Services
As a SMB with a modest budget, it was important to identify not only big goals for the site, but smaller milestones as well so that we could micro focus our SEO efforts for maximum ROI.
After identifying mailing services as the primary focus, we set our sights on a website redesign that would effectively convert leads to customers as well as meet the demands of Google’s best practice for web design and user experience.
Without neglecting their other services, we put the bulk of the content effort to expand the mail areas to include information for top of the marketing funnel through the bottom of the funnel visitors. Successfully reaching those in every phase of the buyer’s journey addressing information needs such as:
- How direct mail works?
- What specifically Caldwell Letter Services can do.
- Most commonly used products to facilitate Direct mail marketing.
Our site design also took into consideration the buyer persona addressing the main question of ‘ Who needs these services?’ We developed sections for specific target audiences and the verticals they fall into. Each buyer persona has specific needs, we wanted to efficiently represent how our client could meet the needs of different verticals.
We have successfully built an SEO strategy that can accommodate the eventual growth in additional service areas, can easily be converted to an inbound campaign, and is producing a positive ROI for our client.
This post was originally posted at http://www.wsieresults.com/traditional-marketing-meets-digital-marketing/.