Calibrating lead generation

Project Type

SEO Strategy

Our Role

SEO.
SEO Strategy
Web development.

Location

Bedfordshire.

The Client

Industrial Calibration is a company that calibrates the equipment, that calibrates equipment!

A technical, service-based business, their customers come from a wide variety of industries.

The Challenge

Our client is very successful in its sector. Founded nearly 40 years ago, they have an established customer base that they work with regularly.

Their growth has traditionally been reliant on referrals.

But whilst referrals are great, our client understood that to grow at the levels they want, they would need to find another way to generate business.

With little experience in digital marketing, our client was cautious about investing in a channel they didn’t fully understand.

So together, we created a set of targets and an initial six-month plan to understand how SEO could help Industrial Calibration generate new business.

The two most important KPI’s (key performance indicators) for our client were leads generated from their website and conversions – leads converting into paying customers.

Equipment calibration is required regularly (often annually) to ensure measurements are reliable and accurate.

Our client highlighted that usually, their customers booked a calibration two weeks before it was due.

Equipment calibration is required regularly (often annually) to ensure measurements are reliable and accurate. Our client highlighted that usually, their customers booked a calibration two weeks before it was due.

Equipment repairs, by comparison, are very reactive. Meaning that they are requested when a piece of equipment stops functioning correctly.

As we were looking to generate enquiries and sales quickly, these insights were very useful.

We started out by conducting an SEO Audit.

Amongst many other things, the audit revealed:

There was a high bounce rate on the website - those who visited were leaving quickly.

The website did not perform well on mobile devices, which accounted for 41% of traffic.

The majority of visitors to the website were searching for specific equipment calibration or repairs. For example “calibrate EQUIPMENT NAME service” or “repair EQUIPMENT NAME”.

We began by making adjustments to the website. This involved improving the user experience on mobile devices and making it load faster.

Our focus then turned to optimising the service pages based on our keyword research.

We established a keyword difficulty baseline that allowed us to focus only on the keywords that had a chance of ranking in the top 5 search results in the next 60-90 days.

The results speak for themselves

We reduced bounce rates very quickly.

Enquiries started to improve slowly, after two months they had increased by 14% but after 6 months there was an increase of 77%.

More importantly, the enquiries were relevant and qualified, they were generating business for our client.

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