Optimising for Better Leads

The brief

Specialists in pallet racking and mezzanine floors, Warehouse Storage Solutions had become disillusioned with agencies, who had failed to meet their lead generation targets. We proposed a digital marketing overhaul to focus on keyword strategy, user experience and content optimisation.

How we made a difference

Targeting converting terms with keyword research

Warehouse Storage Solutions were losing out to their competitors on a number of key terms, in particular for “pallet racking” and “mezzanine floors”. We researched their competitors to create a watertight keyword strategy, which we would implement in both organic and paid campaigns. Using a geotargeted Google Ads strategy, we created multiple ad groups to maximise lead generation in the most important regions around the UK. This would provide WSS with ‘quick wins’ while our organic strategy built up their rankings in the background.

Technical improvements for better on-site SEO

With a keyword strategy in place, technical improvements would further WSS’ chances of ranking organically. We started with a URL restructure to focus on these terms, and then begin to address technical issues such as page speed optimisation.

We also naturally incorporated keywords into meta data, and the body content of all service pages. These improvements would lead to a better user experience, thereby increasing leads.

Improving the transactional process

Having fixed on-site issues for SEO, we also needed to address any potential barriers to conversion. Our UX experts ran a series of usability and A/B tests on key service pages. Their results led to the creation of more contact forms, as well as the refinement of any ‘unclickable’ areas. We also improved user experience through better on-site content. Our skilled content team added new copy to key service pages, focusing on the best keywords as found in our research. With a more refined strategy, and better page experience, we would attract better leads and guide them to conversion.