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.

WEBSITE CMS SET UP

NEW WEBSITE DESIGN

WEBSITE SEO

Outline

“You’re a certified magician Paul!! So impressed with your work ethic and attention to detail.

…love the way you have enhanced the punch of the site. The focus. The SEO wording. So much better (another level altogether)

A brilliant experience Paul!! You do not disappoint. Incredible attention and intensity to the end game."

David Taubman, Director of The Path To Great Culture
David Taubman Small Business Website Development for David Taubman

Background

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.
 
Armed with this information we created a structure for David to work to in order to create the new content, sections and information required for his website that included new service information, revised Testimonial content, blog content topics and more.

 

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.

 
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What we discovered

VERY LOW VOLUMES OF WEBSITE TRAFFIC

Even after David had engaged with different contractors to develop his website there had been less than 1,500 visitors in 2 years and in recent times the bounce rate (people leaving almost immediately) had jumped to over 70%.

THE WEBSITE WAS RANKING FOR RELEVANT KEYWORDS

The website wasn't being found for the services David had been offering. Luckily his reputation and well known identity was leading to organic traffic for his name, but little else was coming to the website meaning the seo development had been poor.

LESS THAN 15% OF TRAFFIC FROM ORGANIC SEARCH

David's services were just not being found online. 56% of all visitors came from 'Direct' sources, just over 20% from LinkedIn and Facebook but hardly any from organic search.

CONTENT ON THE SITE WASN'T OPTIMISED FOR SEARCH

The page titles, wording and content wasn't optimised for search engines or even popular topics which wasn't surprising after looking at the search data results.

THERE WAS NO DEPTH TO THE CONTENT ON THE WEBSITE

Even with David's incredible breadth of experience there was little in the way of content that celebrated his wins or showcased some of the transformational business changes he has delivered.

BUSINESS COACHING IS BECOMING INCREASINGLY COMPETITIVE

The need for a business coach has been on the rise in recent years as owners struggle in a number of very saturated markets and with increased overseas or online competition. Therefore it became very apparent that David needed to stand out, have a punchier approach and focus efforts on ensuring his website content was high quality and informative to compete with other sites that had been established many years ago.

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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. 

  • Transition the website from a Custom CMS to WordPress.
  • Redesign the website in WordPress to replicate the current live site.
  • Review all page wording, titles and content to improve SEO performance.
  • Provide a list of content pieces to be written.
  • Set up, test and monitor Google Analytics, Google Search Console & Google My Business.
  • Industry keyword analysis and competitor comparisons.
  • Google My Business profile optimisation.
  • Create new content like '30 Ways a Business Coach Can Help You'

The results we delivered

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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.

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RECORD SEARCH IMPRESSION RESULTS

The work completed delivered the highest search impressions David's website had received in over 16 months and after two other agencies had worked on his website.

RELEVANT KEYWORD SEARCH TERMS

David's site immediately started to appear for more than 10 different keywords and phrases, including an average rank of 1.3 on Google for 'Small Business Coaching Melbourne'

WEBSITE CMS TRANSITION

A complete transition of all images, wording and content from a Custom CMS over to WordPress.

GREAT WEBSITE PAGE SPEED ON MOBILE AND DESKTOP

Google Page Speed Insight scores over 70 on Mobile and 90 on Desktop.

NEW CONTENT AND LAYOUT STRUCTURES

Revised page structure, titles and sub headings for all pages to simplify navigation and improve SEO.

OVER 20 NEW CONTENT IDEAS RELATING TO BUSINESS COACHING

Content creation ideas generated from consumer insights relating to business coaching.

WEBSITE PAGES WITH SEO DEVELOPMENT

Each page carefully crafted to deliver seo results quickly with relevant, topical and insightful information.

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.

WEBSITE REPORTING FOR SMALL BUSINESS

The most basic website reporting should show you how many visitors you are getting per month, what City they are coming from and how this compares to previous months. This gives you a basic understanding to work from.

KNOW WHAT PEOPLE ARE SEARCHING FOR

An agency might guarantee you will be on the first page for 'A Business Coach' although there might only be 100 people searching for that compared to 10,000 people searching for 'Business Coaching'. Don't be fooled by gimmicks and ask the question about what people are searching for or have this information provided to you.

GOOGLE MY BUSINESS OPTIMISATION

The other absolute fundamental that is needed to help a small business website is to make sure your Google My Business profile is optimised. This will help generate search traffic for your brand and to your website. An empty profile with just your name and phone number isn't enough.

A few of our recent marketing service reviews

“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
Entrepreneur Foyster Media Group

“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!”

David Taubman
Director - The Path To Great Culture

“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.”

Barton Mawer
Director - Barton Mawer Motorsport

“Paul helped our business with new website, Google My Business page and saved me thousands on Google Ads being wasted and even cancelled a dodgy Yellow Pages contract. I got more leads & enquiries in 6 weeks than I got in the previous 6 months, I was blown away, he works fast and just knew what I needed to get done. I cancelled my previous seo agency who were ripping me off & he proved they were doing nothing. I don’t have time to look at all the stuff, but he sends all the data and proves everything to then get more results (he is a pain in the bum like that). If you are sick of dodgy seo people try this guy”

Peter Marneros
Director, Slip Away Boat Transport

Loved working with Paul. Paul is simply a perfectionist and puts in 100 percent to his craft. I don’t like recommending anyone because it always backfires on me but happy to recommend Paul to anyone because I’m extremely confident of his skills and passion towards his craft!

He gave us a brand new website design, new brand profile and even helped with things like how we quote clients, how to invest money and plan the steps to grow our business.

We got results within the first few weeks with phone calls, quote requests and jobs we won that we didn’t get last year when we used an agency. The difference has been huge Best of all he shows us proof of the results and pushes us to get more results.

Rick Karagiannis
Director, Nu-Trend Plumber and Bathroom Renovations

“La Lente Marketing it’s a great way getting your business on the right track and you can be sure of great results. Paul it’s very honest and giving from himself more than it’s written in the contract. I really recommend to anyone who would like to increase sales and find a better, easier and more efficient way of managing your business.”

Paul Zaworski
Director Scootering Rentals