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 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