Website
Re-design & Google Ads
Home Watch Website Design + Lead Generation
2023
Strategy, Website Design, SEO, Paid Ads
YEAR
TYPE
ROLE
Problem
The home watch company faced significant challenges with their existing website, which suffered from structural inefficiencies and problematic lead capture mechanisms. With the company branching into radio advertising, there was an urgent need for a website overhaul to improve its online presence and lead conversion capabilities. Additionally, the concept of 'home watch' services was often misunderstood in Canada, frequently confused with house sitting, presenting a barrier to market penetration.
The company was eager to not only enhance its online footprint and advertising effectiveness but also to explore partnerships with businesses that could benefit from a home watch service provider, necessitating a swift and strategic solution.
Solution
-
Landing Page: As part of the immediate strategy to complement the radio advertising campaign, my task was to create a landing page designed like a funnel, ensuring a polished aesthetic. This landing page would serve as an interim solution, effectively capturing leads and engaging visitors until the complete website overhaul could be launched.
-
Intuitive Website Redesign: Overhaul of the website to ensure straightforward, easily navigable layout, enhancing accessibility and clarity of information about home watch services. Focus on user experience to enable visitors to effortlessly find necessary information.
-
SEO-Driven Content: Enrichment of the website with keyword-rich content, tailored to improve organic search rankings. Strategic use of SEO pivotal for increasing site visibility and attracting relevant traffic.
-
Reliable Lead Capture: Significant revamping of lead capture forms to streamline the process of lead collection, ensuring higher conversion rates from site visits.
Approach:
Step 1:
Website Re-Design For Enhanced Lead Capturing
Goal:
Develop a user-friendly, lead-generating website that clearly communicates services and encourages user interaction.
-
Landing Page: As part of the immediate strategy to complement the radio advertising campaign, my task was to create a landing page designed like a funnel, ensuring a polished aesthetic. This landing page would serve as an interim solution, effectively capturing leads and engaging visitors until the complete website overhaul could be launched.
-
Intuitive Website Redesign: Overhaul of the website to ensure straightforward, easily navigable layout, enhancing accessibility and clarity of information about home watch services. Focus on user experience to enable visitors to effortlessly find necessary information.
-
SEO-Driven Content: Enrichment of the website with keyword-rich content, tailored to improve organic search rankings. Strategic use of SEO pivotal for increasing site visibility and attracting relevant traffic.
-
Reliable Lead Capture: Significant revamping of lead capture forms to streamline the process of lead collection, ensuring higher conversion rates from site visits.
Approach:
My Role
In response to these challenges, my role as a marketing specialist was to develop a more polished and efficient website optimized for better lead capture, and to do so swiftly. This involved conducting thorough keyword research to align the website with terms Canadians actually use when searching for such services, a strategy crucial for improving online discoverability.
Recognizing the limitations of organic search reach, especially given the unique service terminology, we also launched a targeted Google Ads campaign to direct those in need of home watch services to the newly refined website. Additionally, I began crafting marketing materials aimed at fostering partnerships, ensuring the company's offerings were clearly communicated and appealing to potential business partners.
-
Landing Page: As part of the immediate strategy to complement the radio advertising campaign, my task was to create a landing page designed like a funnel, ensuring a polished aesthetic. This landing page would serve as an interim solution, effectively capturing leads and engaging visitors until the complete website overhaul could be launched.
-
Intuitive Website Redesign: Overhaul of the website to ensure straightforward, easily navigable layout, enhancing accessibility and clarity of information about home watch services. Focus on user experience to enable visitors to effortlessly find necessary information.
-
SEO-Driven Content: Enrichment of the website with keyword-rich content, tailored to improve organic search rankings. Strategic use of SEO pivotal for increasing site visibility and attracting relevant traffic.
-
Reliable Lead Capture: Significant revamping of lead capture forms to streamline the process of lead collection, ensuring higher conversion rates from site visits.
Approach:
.png)
Step 2:
Unified Digital Experience & Marketing Material
Goal:
Create a professional polished brand identity across all points of contact to build trust with leads.
-
Unified Digital Experience: Establishment of cohesive professional tone across all digital platforms, including website, emails, and digital signatures. Uniformity to reinforce brand identity and professionalism.
-
Informative Marketing Collaterals: Development of professional brochures and formation of strategic alliances with insurance providers. Approach aimed at effectively promoting services and broadening reach
Approach:
So, what were the results?
After launching the new landing page and website overhaul, the client saw immediate, positive outcomes.
Leads streamed in for the first time, significantly boosting online engagement and conversion. The website's clarity and ease of use earned widespread praise, making services easily understood by visitors. Its improved search engine optimization led to higher visibility on Google for those seeking home watch services, quickly matching them with the client's offerings.
Additionally, the updated website and marketing materials opened doors to new partnership discussions, broadening the client's business prospects and affirming the success of our marketing efforts.
Results
The Visual Design Evolution:
Cohesive, Polished & Professional
After
New Website
Before, the website lacked intuitive navigation and user experience design; now, it has been reimagined with strategic planning, prioritizing both visual appeal and the effectiveness of engaging and drawing in leads
Before
Before
After
.png)
Brochure for Insurance Partnership
This brochure is thoughtfully crafted to serve both home insurance providers and their clients, emphasizing the insurance advantages of employing a Home Watch service.
It demonstrates the insurance providers' commitment to their clients' home safety and policy security while seamlessly introducing clients to the trusted Home Watch service provider.
This initiative opens the door to partnerships with insurance providers and sets the stage for future expansion into other industries that can benefit from Home Watch services, fostering broader collaborations and opportunities.
Statistic Results
Growth, Engagement & Impact
The organic search traffic showcases the success of our SEO strategies, improving search visibility and attracting more visitors. This establishes a robust foundation for ongoing growth and success as the website continues to mature.
142% Increase in organic
Website Visitors
The Google Ads have been instrumental in attracting leads who are specifically searching for home watch services—a niche not widely recognized in Canada.
Google Ads Brings in 83%
of online conversions
The redesigned website shifted a multi-year history of generating 0 leads to now consistently producing an average of 4 new leads every month all within just 6 months of the site being live.
Website Engagement 92% better
Than Industry Competitors
This achievement showcases the new website's effectiveness in engaging and retaining visitors, indicating its alignment with user needs. High engagement levels are vital for enhancing user experiences, boosting brand loyalty, and driving business success.
Visitors Spend Nearly 7 minutes
Exploring the Website
-
Landing Page: As part of the immediate strategy to complement the radio advertising campaign, my task was to create a landing page designed like a funnel, ensuring a polished aesthetic. This landing page would serve as an interim solution, effectively capturing leads and engaging visitors until the complete website overhaul could be launched.
-
Intuitive Website Redesign: Overhaul of the website to ensure straightforward, easily navigable layout, enhancing accessibility and clarity of information about home watch services. Focus on user experience to enable visitors to effortlessly find necessary information.
-
SEO-Driven Content: Enrichment of the website with keyword-rich content, tailored to improve organic search rankings. Strategic use of SEO pivotal for increasing site visibility and attracting relevant traffic.
-
Reliable Lead Capture: Significant revamping of lead capture forms to streamline the process of lead collection, ensuring higher conversion rates from site visits.
Approach:
-
Targeted Google Ads: Launch of targeted Google Ads campaign to complement website's organic reach. Careful crafting of ads to attract relevant traffic to the newly optimized website, enhancing overall lead generation.
Step 3:
Boost Lead Traffic with Google Ads
Goal:
Utilize paid advertising on Google to draw in traffic from people actively searching for the services provided.
-
Targeted Google Ads: Launch of targeted Google Ads campaign to complement website's organic reach. Careful crafting of ads to attract relevant traffic to the newly optimized website, enhancing overall lead generation.
Approach: