Calibrating lead generation
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.
Industrial Calibration Limited provides UKAS Accredited and traceable calibration service and equipment repairs.
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.
What they wanted
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 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.
What we did
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.