INSIGHT: Realserve Silverstripe to WordPress Migration Project

We delivered over 200 leads in 8 weeks and recorded the highest organic search traffic for this brand in 3 years with our digital marketing & seo work.

Realserve Silverstripe to Wordpress Migration Project Case Study by Paul D'Ambra Marketing Consultant
Summary

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

THE MARKETING BRIEF

Marketing Audit for a B2B company in Australia by Paul DAmbra Marketing Consultant photo

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.

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 analysis showing no organic visitor growth over 4 years photo

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 Google Analytics Analysis of Australian vs USA visitor traffic for a b2b business photo

'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 analysis that uncovered a huge increase in visitor bounce rate photo

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.

THE MARKETING SCOPE OF WORK

Website design for a b2b in the real estate industry that works on any device by Paul DAmbra Marketing Consultant photo

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. 

THE MARKETING RESULTS THAT WERE DELIVERED

"I engaged Paul to provide marketing inputs to help our brand generate more leads. In a very short time he uncovered a number of marketing execution gaps, especially with our digital marketing.

What impressed us was his ability to very quickly grasp lots of technical information and deliver a marketing audit that gave us a framework of practical steps across our sales & marketing teams to improve our results.

12 months on and Paul’s mix of website and seo development has seen the brand enjoy record visitor numbers, our highest ever organic search volumes & a constant flow of quality, Australian leads.

His common sense, data driven approach to marketing has given us results that previous (very costly) agencies failed to deliver."
Michael Larobina CEO Realserve
MICHAEL LAROBINA
CEO - Realserve Pty Ltd
"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.
James Sawell Manager Organisational Development and Marketing
JAMES SAWELL
Manager of Organisational Development & Marketing - Realserve Pty Ltd

FAST MARKETING 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.

establishment of a marketing driven foundation

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.

Paul D'Ambra

Paul D'Ambra

I love to re-energise businesses by injecting energy into their marketing using data-driven consumer insights. I’ve motivated start-ups, small business owners and six-figure corporate brands to deliver incredible marketing impact.

Whether you are a start-up or existing business, you may find yourself stuck and unsure how to execute to achieve your goals. Is your business in need of an overhaul? Maybe you need help managing workflows? Are you struggling to understand the value of your business and the direction it needs to grow & flourish?

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