Appeal Home Shading, high-end bespoke conservatory blind and window shutter manufacturers & suppliers.
Appeal Home Shading tasked Chalk & Ward Advertising’s digital team to increase the number of brochure requests their website achieves through organic traffic, in conjunction with reducing their PPC spend through SEO and improving their website overall.
Their new website, built by their previous agency, had been created with best practice SEO advice in place (breadcrumb trails, clean URLs, Top Line Navigation, Good Loading Speed etc.) however, since its launch the vast majority of website enquiries had come from a high cost PPC campaign whilst organic enquiries were thin on the ground.
While most companies focus solely on page ranking for a performance indicator, Appeal Home Shading’s focus was on achieving quality customers to, in turn, increase their success rate from brochure requests to sales.
Our initial work focused on revamping most of the website content to make it suitable for people to read, not just for search engine results, followed by improving structural elements of the site, including streamlining order forms, removing unnecessary pages and creating an interactive map.
Our biggest task was going through their back catalogue of news, which was filled with spam links and written purely with search engines rather than legibility in mind. If this had been left untouched, Penguin 2.0 and 2.1 updates would have severely penalised the site and their organic traffic would have diminished rapidly.
We also undertook an Online PR campaign to promote the latest product innovations and offerings to generate footfall to the site
The Results: SEO
As a result, quality as well as quantity, organic visits increased by an average of 25% more visits per month, with a 4% reduction in bounce rate and little change in the average pages/visit. Considering we removed unnecessary pages it showed more visitors looked at more sections of the website.
Most importantly, the amount of brochure requests increased by over 28% from organic sources.