LOCKSMITH DIGITAL MARKETING SERVICE
I helped an independent locksmith, Scope Security, update their website in early 2019. It is another example where I mixed my expertise in marketing, brand development and website design. The changes I made lead to a major increase in exposure for this business who had just 69 website visitors in the previous 6 months.
THE BACKGROUND TO THIS MARKETING PROJECT
Tom and Tony merged their independant locksmith businesses to form a new company called Scope Security. Their aim is to expand their range of services and grow their business together. Their initial request was to help with Google Ads placement, although after a deeper review of their current marketing efforts we recommended a more thorough approach to take before money was spent on advertising.
With a limited budget, the brief was to work with what was already in place to deliver improvements where possible, with a focus on the website & getting their old Google My Business listing active again.
THE WEBSITE MARKETING UPDATE THAT I IMPLEMENTED
Scope Security’s initial marketing efforts included a website built through freelance website Fiverr that;
- The business owners couldn’t make their own changes to the site.
- Elements that assist with delivering strong seo results were missing like correct page headings, titles or descriptions.
- Each page of the site was created literally from what the owners of Scope provided. There was no interpretation or assessment if those requests related to consumer search behaviour for their category.
- The site wasn’t set up to be tracked or have data performance reporting.
We identified there were over 1,000 competing locksmith services in Sydney and Scope’s current website wasn’t even appearing in the top 100 search results for any query related to their business. Even if they did manage to have someone visit their website, there wasn’t enough information to convert them to potential leads.
The website freelancer on Fiverr had technically fulfilled their brief which was ‘Create a website for us’ but no other work was done to make it relevant, credible or set up to deliver search traffic results. We presented our findings to Scope Security and a list of suggestions to improve their brand positioning to increase customer aquisition and retention.
Our contracted period was March, April & May in 2019 to redevelop their marketing execution with the bulk of work being spent on updating their website. These are the key areas we worked on & their profiles below
THE MARKETING IMPACT I DELIVERED
from 69 visitors in 6 months TO 110 in 2 weeks
Paul's extensive knowledge about business marketing, advertising, social media platforms and website development is outstanding. His determination to see us reach our goals is most appreciated.
Thanks for being a part of our team and we will be sure to call on you again."
I delivered immediate results that were all tracked and reported on via Google Analytics, Google Search Console & Google My Business data. Most significantly we managed to resolve a 6 month dispute related to their Google My Business listing to re-enable their profile and online visibility.
Huge improvements were made to not only the volume of visitors to the website, but the number of relevant search terms they began being ranked for. To help reduce long term costs, our website development including a transition from raw bootstrap coding to WordPress CMS to enable local updates without relying on 3rd party contractors.
The trend was set and the early results and data showing the right changes had been made to put their website performance on the right path for long term gains. Here are some highlights from our marketing development for this small business;
OUR MARKETING RECOMMENDATIONS
While it is always easy to highlight the great marketing achievments delivered we also make sure we provide recommendations for our clients to follow after our contract is completed. For Scope Security we had suggested they focus on the following areas;