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


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).


  • 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.