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I have relied heavily on Tom and he is a great help to me. Without him it would have been a nightmare! He is  always on the end of the phone and happy to answer my questions. Hallam have increased our site traffic and conversations hugely and these numbers continue to improve.

Emily Thompson – Marketing Manager, BFT

Executive Summary

BFT approached Hallam helping to recover the drop of website traffic and low conversion rate. Our specialists focused on the delivery of the qualitative user experience and better landing page content to drive more clicks and conversions. The results not only improved the search visibility of BFT but tripled the number of organic search visitors to their website.

The Client

BFT is a leading provider of automated access solutions including electric gates, barriers, and bollards. Hallam’s digital marketing service is helping them obtain more quality leads from residential and commercial users through their GateQuote lead generation website.

The Challenge

BFT approached Hallam to help them recover from a severe loss in traffic and leads after being hit by a Google penalty. The website was also redesigned on the back of poor advice and lacked the impact necessary to drive significant leads. This resulted in a low conversion rate and a low return on their AdWords advertising spend.

Our Approach

Hallam conducted a review of the site to identify opportunities to drive leads. This resulted in working with BFT to develop a new site with a focus on delivering a better user experience and driving more leads from visitors.

To recover search traffic and rankings, Hallam initiated an SEO campaign to remove unnatural external links pointing to their website and developed a new high-quality landing page content.

A review of BFT’s AdWords account was also undertaken to improve ad text and keyword targeting. They also implemented new paid search techniques, such as remarketing, to drive more clicks and conversions.

The Results

With Hallam’s expertise, BFT has not only recovered search visibility but has more than tripled the number of organic search visitors to their website in just a year.

And by optimising their AdWords text ads and introducing remarketing, BFT has experienced a 94% increase in clicks, a 51% improvement in click through rate and a 161% increase in conversion rate. Additionally, their average AdWords cost per lead has been reduced by 70%.

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