Indigo Software’s primary digital marketing objective is to leverage its website as a lead and revenue generation tool. Specifically, the team at Indigo wanted to generate more relevant and high quality leads coming from organic search. The challenge here is to increase visibility in the search engines for their most important key phrases showing the user’s intention to buy their solutions.
Whilst search traffic is essential, the team at Indigo also identified that their website was ineffective at communicating their service offering, that the user experience on the site was substandard. They needed a detailed plan of action to improve their customer journey and user experience.
The project kicked off with a full review of the Indigo Software website. The review flagged up technical barriers which restricted search engine indexing and rankings, as well as suggesting some practical design alterations to enhance the user journey and drive engagement.
In addition to the review, Hallam helped Indigo to identify gaps in the website’s content, with a view to expanding their reach in the search engines and driving more organic traffic. Hallam produced content for a wide range of new pages and develop a content schedule so that Indigo could populate their blog with engaging, on-topic content on an ongoing basis.
Hallam also designed and delivered an overarching search engine optimisation strategy designed to increase the trust and authority, and ultimately the search engine rankings of the site.
With Hallam’s help, the Indigo website was driven to the first page of the Google search results for their mission critical key phrases, with an increase in 96 positions from page 10 to page 1. Organic traffic has now more than doubled to the website, with an increase of 71% in just the first 6 months.
Most importantly, the Hallam campaign drove the right kinds of traffic and delivered a 76% increase in high quality, relevant web enquiries.