Company A is a national company with two corporate websites.

Challenges included:

• Generated few leads from organic searches (<5% total online leads)

• Paid search was managed by multiple agencies

• Skyrocketing MOM paid search spend

• Website rated by Google as poor quality score

• Home page and landing pages had a bounce rate of 85+%, indicating a poor user experience

• Lack of online reputation management resulted in bad press from lawsuits and reviews showing up in top search results

• Lack of mobile site

Methodology:

Areas of focus included: site redesign, search engine marketing and optimization—paid/organic, landing page creation, A/B testing, display/banner campaigns, content development, metadata optimization, analytics, e-newsletter campaigns, social media strategy and execution, business listing management and link-building initiatives. Partnered with their technology team on the redesigns to maintain compatibility with their environment and content management system and partnered with an external agency for paid search (SEM).

Results:

• After evaluation of current vendors and best practices, negotiated and secured SEM contract resulting in savings of over $1.6MM in agency fees, while increasing level of reporting/ tracking and services.

• Increased YOY Natural Search leads by 200+%. YOY Paid Search leads increased an average of 37% while average cost per lead decreased by 24%.

• Addressed poor utilization and low Google Quality Scores, which led to a reduction of SEM cost and increased online lead conversions through phased and complete redesigns of four CMS-driven websites, covering technology and architecture, creative design, on-page and off-site search optimization, content gaps based on competitor analysis and paid search key words.

• Developed mobile site.

• Addressed online reputation management concerns through strategic press releases.