It is no good having a website when you are not getting any website traffic to it. A website is an effective business tool when it achieves the purpose it is designed for. Does your website generate sales and bring in business for you? Is it an awareness generator, or is it just a stake in a piece of internet real estate indicating you exist?
If generating traffic and enquiries that lead to business is your aim, then we will share some tips on how Midlands Pumps manages to achieve this goal.
Midlands Pumps was established in 1990 and supplies clients with installations, repairs and sourcing for all makes of pumps and pumping accessories for any application. Their services include borehole research and yield testing, dewatering and water quality testing.
They were not getting enough sales. The phones were not ringing like they were used to and they needed the business to continue to grow. Lack of sales and exposure was causing their business to suffer.
Midlands Pumps began to feel unsettled and anxious about the turn of events which was causing uncertainty in their business and where it was going.
They approached Temple to see how they could change their digital marketing and during discussions, decided to build out a “traditional digital strategy” including Search Engine Optimisation (SEO), content marketing and Google ads to increase website traffic.
Search Engine Optimisation and Content for website traffic
SEO and regular content works hand-in-hand. Temple helped build out case study pages with a high keyword density in order to get better rankings on the organic search front. To keep the website relevant, more content was built out using the “before and after” state and the “problem and solution” state.
Google Ads for website traffic
Google Ads were initiated for Midlands Pumps:
- A Brand Campaign was created to expose the brand to new audiences.
- A Competitor Campaign was created to attract people already looking for a solution, and
- A general Product and Service campaign.
Once we received a steady inflow of hits on the website, we implemented a remarketing campaign.
A combination of regular fresh, relevant content was posted on the website and Google ad campaigns were added. Once these campaigns were running, Midlands Pumps began to receive a steady inflow of traffic and enquiries from the website.
The client is extremely busy to the point where he said “everything is working – don’t change anything”.
Google ads had an immediate impact, but everything started to reach its ‘sweet spot’ after a year and a half. Patience is a virtue we try to stress with all our clients when advising and assisting them in their digital marketing journey. This patience, for Midlands Pumps, was rewarded with an increase in queries and clients, and ultimately more business.
We monitor new methods, but at this point are continuing with their SEO and Google ads strategy. There are plans to upgrade the website and enable an e-commerce storefront run in conjunction with a Google ads shopping campaign.
If you are looking for ways to market and improve your business, get in touch with us to put your business on the right track to success.