COMPUTER HARDWARE COMPANY WEBSITE DESIGN USING WORDPRESS
I was contracted by Aniluin to provide marketing consultancy for their brand UROVO who manufacture mobile computer devices. The distributor wanted to improve the volume of leads being created for UROVO to provide their reseller network. The first phase of the project was to conduct keyword research in order to run a Google Ads Campaign to their existing website. The second phase was focussed on building a new local website to showcase the brand and product range to improve organic traffic while creating a platform to build from.
For many distributors in Australia this is a typical scenario. They have the rights to distribute a product in this territory, but their trading agreements don’t have provisions for much marketing activity. In some cases there may be a small percentage and at other times it might be funded by the brand based on quarterly or yearly marketing plans. Either way, most distributors rely on their reseller network to provide exposure for the brand, although, given the competitive nature of most product categories it can be difficult to build momentum with this strategy.
KEYWORD RESEARCH ANALYSIS
NEW WORDPRESS WEBSITE DESIGN
BASIC WEBSITE
SEO
WEBSITE
COPYWRITING
GOOGLE MY BUSINESS OPTIMISATION
PHOTO
EDITING
WHAT WAS THE MARKETING BRIEF?
Test Google Ads & build a fresh website.
Aniluin wanted to take an approach that was balanced between paid advertising and growing organic search results. They did not have a dedicated marketing resource within the business and wanted to support their reseller network to sell more of the UROVO computer products. The thought process was to run paid ads on Google to create awareness while working on the new website in the background.
They did have an existing Australian website for UROVO, but this was built by an internal staff member that didn’t have any marketing or website design experience. The business also didn’t have an understanding as to how much traffic was being generated or whether it ranked for any keywords online. This scenario for distributors is fairly common where the reliance is on the brand to generate awareness so they can focus on providing logistics and after sales support.
The opportunity was to create a new platform that the brand could build on and present the product range locally to help their reseller network.
WHAT WAS MY SCOPE OF WORK?
The marketing budget for this project was split between a Google Ads Campaign driving people to a landing page and then a new website build on WordPress. To deliver both elements I also conducted competitive research, keyword research while spending time understanding UROVO’s unique selling propositions so this could be used to ‘convert’ viewers to leads.
My marketing scope of work included;
- Google Ads Campaign Mangement
- Landing page creation for the Google Ads Campaign
- Creation of a new website using WordPress together with Elementor Page Builder.
- Copywriting for the new website
- Creating a catalogue of photos to turn them into images that could be used on the website.
- Editing, resizing and renaming each photo to help contribute SEO results.
- Basic competitor research to understand popular phrases and words being used for similar brands.
- Set up a new profile on Google My Business.
- Submit the completed website to Google Search Console to check for site indexing & any potential errors
- Source stock imagery to compliment the photos provided from the business to help bring the site to life.
- Setting up Google Analyics, Search Console and Tag Manager for performance measurement.
- Conduct an audit 8 weeks after implementation to create a baseline for further website development during the year.
WHAT MARKETING RESULTS WERE ACHIEVED?
The marketing execution delivered excellent results for Aniluin and UROVO. The Google Ads Campaign achieved a high % share against competitors and great brand exposure while the new website began to deliver record levels of organic website traffic. Each of the marketing elements were completed and delivered better than expected results while giving the distributor a great base to build on locally.
GOOGLE AD CAMPAIGN RESULTS
The Google Ad Campaign achieved a high engagement rate & share of all ads during the campaign period. Using the keyword and competitor keyword research I complied it made sure that each ad was targetted to specific groups. Individual campaigns were set up for specific use cases, competitor models and service scenarios. Considering the brand was relatively unknown the click through rate of around 4% was a solid result with individual ads getting first page placement over 50% of the time.
COMPETITIVE BRAND SHARE OF PAID ADS
To ensure the distributor could see the value of the Google Campaign I also kept an eye on the relative competitiveness of the ad spend. During the time period UROVO enjoyed nearly 50% of all ad impressions and top of page rates around 60% of the time. This helped to maximise potential exposure during the time period. Results may have been better if the brand name was better recognised in the marketplace.
NEW WEBSITE DESIGN
As mentioned previously the old website was built using internal staff and used basic free templates. I completely re-designed the overall look and feel of their website to give it a bold, modern, solid feel. This included sections that could explain usage scenarios, testimonials, case studies and in depth product information.
ORGANIC SEARCH GROWTH
Within the first 90 days of implementation the brand achieved record organic search growth results with a 4X increase in clicks to the site and over 120 search phrases being recognised.
NON-BRANDED KEYWORD SEARCH ORGANIC GROWTH
By the end of June 2021 the volumes of non-branded (ie excluding UROVO) had continued to grow, reaching 16 month record high with more than 260 keyword search phrases being recognised. Even though there was no website content development from February 2021 to June 2021, the baseline work was already achieving demonstrable results.
WEBSITE VISITOR TRAFFIC GROWTH
The organic search growth was translating to record levels of organic website visitors. To prove this, I had set up Google Analytics tracking in August 2020 when the project first started. So from the time the new site was launched in late March it was possible to measure the impact the new website and SEO development had achieved. Within the first week the average time on site went from .28 seconds to over 2 mins and the average pages per visit from 2 to 3 - the information was more relevant, useful and engaging for visitors.
IMPROVED WEBSITE VISITOR ENGAGEMENT AND LEAD TRACKING
A new 1800 phone number was set up so that Aniluin could track the volume of calls coming in for the UROVO brand. This could be recorded using the phone service reporting tools while the website had tracking on the 1800 button. The contact form was also being tracked and Google Analytics was also provided data on visitor behaviour on the website to show all the sections getting visited.
Nearly 2,000 pageviews were achieved from March to June vs less than 550 from August to December.
WHAT WERE SOME OF THE WEBSITE DESIGN HIGHLIGHTS?
There are lots of little details that go into designing a website that can make the difference to SEO results and converting visitors into enquiries / sales or leads. These elements have to work together to help generate traffic but once a person has arrived you have to have the right information to convince them to buy or enquire.
strong visuals that are relevant & credible
I used a mixture of stock photography & photos that were provided UROVO to strike a balance between professional product photography and showing how the devices could be used in real situations. The product pages could then be brought to life showing off different angles, video and people using them to help show off features and benefits.
PRACTICAL PRODUCT CONTENT
Using the keyword research it was very clear that people wanted to know what software compatibility was like or what support was available for these computing devices. So this was turned into content elements for the product page which helps convert visitors to leads but also helps with search engine optimisation by providing relevant information for those searching. Putting just a list of specifications doesn't create a unique piece of content for the site or create any type of competitive edge over competitors.
SEO OPTIMISED PAGES
Woven into the copy for each page where relevant phrases and sentences that related back to the keyword terms that were uncovered during the research phase. Each page has also been structured to have a hierarchy of headings and text that is suitable for search engine robots to read. Each page was kept clean, simple and easy to read.
CUSTOMISED CONTACT PAGE
The contact page was set up to provide all the relevant contact details for visitors. Behind the contact form was also anti-spam filtering as well as tracking mechanisms to feed the information into Google Analytics for performance reporting.
WHAT ACTIONS REDUCED THE POTENTIAL RESULTS?
For every marketing project there are always areas that can be improved on or that I recommend a business owner should undertake to maximise results. The distributor wanted to just get things started so they could evaluate the results before working out what to do next. In this example, it is important to keep in perspective that a 10 x page website will have little chance of competing with other sites with hundreds of pages that have been around for many years.
UROVO currently competes with global brands like Honeywell, Zebra and others who have sites with 80+ pages of in depth information about their products. Without similar depths of information it becomes hard to compete online in today’s world and would mean the brand relies on branded traffic that comes from people that already knows them.
REGULAR CONTENT CREATION
One of the first step suggested for UROVO was to create case studies for different industry applications, software usage and product implementations. This could showcase where or how their range can be used in different scenarios in Australia. The content could help with SEO and also converting visitors to leads who are looking for similar problem solving solutions.
CLIENT REVIEWS
In this scenario it is a distributor managing a brand sold by lots of resellers which makes review generation harder than normal. Altough it's possible to generate reviews by providing incentives to resellers, providing shortcuts for website visitors or even reaching out to registered users.
If the reviews are matched to case studies they can be used to convince other people to buy the products for their business.
INDUSTRY INFORMATION
Urovo could be positionined as a thought leader in the industry through the creation of thought pieces, news or updates relating to the services or technologies related. totheir products. This content can help educate people and provide the site with SEO benefits. It can build credibility and trust for local Australian's who may not have heard of the brand.
WHAT ELSE COULD HAVE BEEN DONE TO ACHIEVE BETTER RESULTS?
Creating a website is just one piece of the marketing mix & helping a brand get found online. It can be used as a platform to make best use of other activities that are implemented. Some other suggestions for this brand include;
MORE CONTENT
They could leverage the global UROVO website. to convert some of their case studies to be suitable for local consumption. Showcasing global brands using UROVO computing technology. canhelp improve brand trust locally.
GOOGLE MY BUSINESS POSTS
Google My Business can be used to post local news and information for the brand to help with local search results.
PUBLIC RELATIONS
Reaching out to local news media can potentially generate online news articles for the brand that can have backlinks placed on the sites. Improving the local backlink profile for UROVO can help accelerate search ranking performance.
It was a good idea for the distributor to engage a marketing consultant to review and implement changes to their local marketing efforts. Although if those efforts are only done in short bursts or on an ad-hoc basis they may not achieve strong long term outcomes or the right volumes to be useful. The platform has now been created for this brand to build from, but no decisions made around ongoing marketing development. It means they will probably rely on people discovering the brand because they have heard of it or seen it at a reseller rather than getting in front of people looking for new computer hardware.
