Ripon based Trussloft specialises in converting the roofs of recently built houses to create that much needed extra space. Most home-owners still believe that with modern “W” shaped trusses, it isn’t possible to turn the attic into that extra space, but Trussloft has a clever system for doing exactly that with the minimum of disruption and cost.
The company generates nearly all of its business from searchers in Google typing in phrases like “loft conversion”, so good search rankings are crucial. Just as important, is when the searcher lands on the website – turning a visitor into a prospective sales lead by completing an enquiry form.
Very often the reasons for replacing an old web site with a new one are purely cosmetic ones, but when it was decided to improve their web presence Trussloft called on web performance specialists The WebMarketing Group (WMG) to take the site onto the next level.
The old site was not a bad site, just not optimised for peak performance in the search engines. WMG set about optimising three critical parameters;
- The design of the site to better appeal to the target audience and it to be a more user oriented experience.
- The SEO aspects to improve the rankings of the site and gain a top three position on Google for the phrase “loft conversions”, using WMGs unique LTaS SEO toolkit.
- The conversion rate of the site to increase the number of leads generated for every 100 visitors to the site, wherever they came from, using WMGs unique MVaP conversion rate toolkit.
The new site went live in October of 2009 and immediately delivered results.
Without doubt the new site looks great but more importantly it functions better due to improved and clearer layout. On top of that several techniques have been used to improve the rankings;
- Several articles have been written targeting particular search phrases and inserted in the site
- Extensive link-building has been carried out to improve the ‘authority’ of the site
- The meta-data (title tags and meta descriptions) have been optimised
Right now the site is always in the top 3 and it is the highest ranking site relating to a company that provides loft conversions.
Trussloft run a Google Adwords pay-per-click (PPC) campaign which accounts for around 50% of the total traffic and that has also been improved by WMG. The results found in MVaP help with with streamlining the flow of visitors through to completing an enquiry form.
With all the changes that have been made the overall the number of completed sales enquiries has jumped dramatically;
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Old site
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New site
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Number of completed sales enquiries per month
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207
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593
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