How we helped
x2
Doubled their enquiry rate over 12 months
89%
Increase in enquiries in 2 years
84%
Increase in traffic within 6 months
Cleaning Technique is a commercial cleaning company based in Bromsgrove and operating across Worcestershire and the surrounding counties. They first approached us as they were concerned that despite their own efforts to produce content for their site, they were not receiving any enquiries through their site. Cleaning Technique already had quite a bit of knowledge about the role of SEO in generating leads.
What problems did they have?
The company received very few enquiries through the website, which wasn’t working hard enough for them as a sales tool and most of its business came from an outsourced sales team.
Cleaning Technique had worked with another digital marketing agency before but had become frustrated with the way they were passed around from person to person with no real direction or trajectory. They had lost trust in digital marketing agencies in general.
How we helped
To begin with, we performed an SEO audit on their site. It revealed that the site’s keyword density was poor, as was its search engine ranking position. Lots of the metadata was missing, meaning search engines could not easily “see” and interpret the website’s information. This meant that search engines were not pointing users to the website and brand visibility was low online. The result was a low enquiry rate. The priority was to improve website traffic and thus develop the website’s role in its sales funnel.
Technical SEO
Over a period of a few weeks, we slowly worked through all the pages of their existing website, editing the copy, adding keywords, altering meta descriptions, and generally plugging all the gaps in their technical SEO. If your website was a car, technical SEO would be the engine.
The audit had revealed that the engine was broken in places, and the work on the metadata improved the quality of the technical SEO. Now that search engines could see the website better, we would be able to work on improving the site’s rank on the result pages.
Content Marketing
Cleaning Technique then needed to use their newly optimised site to generate traffic and leads. This process involved creating a content marketing strategy as part of a Content Marketing Retainer. To develop the ideas for the content we conducted keyword research to determine the sorts of queries that potential clients were asking. Research also Cleaning Technique’s target market helped us to understand the pain points that clients needed solving. We were able to tailor content accordingly.
The Retainer allowed us to produce three pieces of content a month – two blogs and one case study.
New page design
Once we had users on the site, we wanted to make sure that everything about the site was working to promote the company. The homepage, service pages and case study pages were rebuilt ensuring the user journey through the site was simple and made sense, assisting users along the sales funnel.
We wrote case studies that demonstrated how Cleaning Technique had impacted and made a difference to their clients’ businesses, building trust with website visitors.
Multi-channel outreach approach
Cleaning Technique already used a third party to send a newsletter to their existing clients, But the newsletter was not working to generate traffic to the website. We built a template for the newsletter on Mailchimp and begin including links to all the content that we were adding to the website.
We also made sure all content was being shared and directed to a targetted audience on Linkedin. Growing loyalty through the newsletter and new business through SEO and Linkedin engagement.
Build trust
We felt that we needed to reassure the team at Cleaning Technique of the progress we were making. We sent a progress report at the end of every week throughout the first phase of the work, communicated frequently and directly, and aimed to be as transparent as possible at all times.
A big part of our Content Marketing Retainer involves reporting progress made to the client. This took the form of monthly snapshot reports, with a more detailed analysis every three months. We sat down with the Directors to talk them through our findings and answer any questions they may have.
The Impact
Within 6 months, the website’s traffic increased by 86%, they were listed in the top ten for commercial cleaning companies in their area and had gained 3 major new contracts. On one particular week, they received a new enquiry through the website every day.
Within 12 months, at least 52% of all new enquiries were a direct result of their improvement in organic search results. They are now the number one cleaning company in their immediate geographical location, with new target markets emerging in Dudley and Halesowen. They saw an improvement in their monthly turnover, seeing the highest they had achieved in five years.
What our client said
Our experience with Twogether couldn't be more different than our last digital marketing agency, they took the time to get to know our business and provided a thorough SEO service, with great attention to detail, quickly identifying our needs.
Izzy McGrath, Cleaning Technique Ltd