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A client focused approach

How we Increased Online Revenue by 535%

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Business type –  B2B

Location – United Kingdom & Europe

Website type – Product & Services

Service provided:

  • Full website redesign
  • Brand and strategy revamp
  • SEO and analytics/conversion optimisation

Quick Summary of results

  • 8x Conversion Rates
  • 535% increase in revenue from online leads
  • Time spent on the website increase by an average of 4+ minutes

A Complete Success

The Dogs Trust Education team required an engaging animation to demonstrate the fairly complicated concept of trigger stacking, as well as sharing general tips on staying safe around dogs.

Ian worked through the script with us and checked in throughout each stage of the process to ensure we were happy with the direction. The animation was a complete success and helped us secure substantial media coverage for our campaign, which included (among others) a slot on RTE news.

Paul Cleary
Senior Education Officer
Dogs Trust

The Business

Our client operates within the construction sector across the UK and Europe.

The Brief

When we came on board with this client, they had an outdated website that wasn’t being utilised.

There was no clear call to action, no direction, and no strategy. The tracking and analytics were not optimised meaning they were shooting in the dark.

The brief was to completely redesign a new website. Put a solid foundation in place and build the website as part of the overarching marketing strategy.

Optima’s Objective

Our objective was to not only build a website that was well-designed but also a site that would increase inbound lead generation.

The initial website struggled to turn visitors into leads. We knew if we built the website correctly with user experience in mind, we could dramatically increase the number of people contacting the business.

As our client operates as part of a wider group, we had strict brand guidelines to adhere to. However, we were able to play around with ideas to help our client form their own brand identity within the group.

While brand guidelines are important, it is also important each pillar of a group showcases how they are unique.

Our client specialises in bespoke work. We used geometric shapes to symbolise their bespoke nature and create uniformity across the website.

How we achieved it

As with any of our projects, we start from the ground up. We conducted a full audit of the current website as well as competitors.

In order to showcase a business correctly online, we must understand the inner workings of the company.

We talked to people within the business to understand what makes them different. We often ask three simple questions:

  1. What do you do?
  2. Why do you do it?
  3. Why should someone choose your business over a competitor?

Having people who are key to a business answer these questions in a succinct manner allowed us to drill down and truly understand the company.

For example, speaking with the Director of Operations allowed us to gain insight into the bespoke nature of our clients’ work.

This particular client does highlight specialised work that was not showcased effectively. Your website should be your shop window to show what you have to offer and how your story relates to your customers.

Now that we understood their business, it was time to put an effective strategy into action.

The Strategy

As you can probably tell by now, planning is a huge part of what we do.

In a competitive industry such as this, the marginal gains all add up. As part of this marketing strategy, we broke it down into four key pillars.

  1. Website user experience
  2. Credibility & Social Proof
  3. Tracking & Analytics
  4. Search Engine Optimisation (SEO)

1) User Experience

Any website should be designed with your ideal customer front of mind. Now more than ever we have a short attention span.

Did you know the human attention span is shorter than a goldfish?

  • Goldfish = 9 seconds
  • Humans = 6-8 seconds

Most of us will decide whether we like a website within the first 5 seconds.

We recklessly scroll and wiz across the internet so you have a short window to impress

So, we must make the user’s life as simple as possible. No roadblocks, and no unnecessary features.

This client offers a wide range of products and services. Therefore, these need to be displayed in an easy-to-digest manner.

Allow the user to reach their destination within a couple of clicks.

Understanding your customer

We focused on understanding the different types of people who would be using the website. Once we identified these people, we could create a framework.

It is important not to get caught up on design and fancy features while forgetting your customer. Their desires wants and needs should be front of mind as you design your website.

Ask yourself where are they in the funnel. Are they browsing and looking for information or do they have intent?

Having answers to these questions will naturally create your call to actions. You can gently guide them through the website as they move through the funnel.

Tip – If you feel your website visitors may be higher up the funnel, maybe focus less on converting them immediately and playing the long game. Collect their email and allow them to get to know your brand through email marketing. Very few people will convert the first time they see your brand.

2) Credibility and Social Proof

As humans, we naturally like to feel part of groups. It’s deeply rooted in our psychology from our days of living in tribes thousands of years ago.

Although we like to think we’ve changed a lot we still have these unconscious biases.

We like to look at the decisions others have made while we weigh up our options.

This is why social proof is so important in web design or any marketing.

It’s why we show some of our clients’ logos on our website. The proof is in the pudding.

This particular client, they do some great work and are extremely well-regarded within their industry.

However, their previous website did not highlight their expertise.

Our goal was to ensure their expertise and credibility were front and centre.

They were trusted by not only private companies but by government agencies and authorities.

Using these logos and testimonials across the website reinforced this credibility, particularly for anyone who was previously unaware of their brand.

Using social proof correctly is one of the best ways to showcase your credibility. It’s something that should be at the core of any good website.

3) Optimising Tracking and Analytics

When we first started working with this client, the website analytics and tracking were not set up correctly.

The phrase shooting in the dark came to mind. We live in an age where we have the ability to use the likes of Google Analytics to track user flows, button clicks, and the time spent on each page.

With this information available it would be foolish not to use it.

Pro tip – Use Google Search Console to see what questions users are typing in to find your website

Having the correct analytics setup in place also allowed us to know what pages to put focus on. Those with higher amounts of traffic should be a priority.

They also had certain products which were most profitable. If we could increase traffic and conversions on these pages, it would significantly boost their overall revenue.

Even if you don’t want to dive into the world of tracking and analytics, every website should have it at a basic level.

For this particular client, we could utilise the analytics to see if our website changes had paid off.

Luckily, they did. The average time spent on some of the most important pages increased upwards of 500%.

This meant customers were engaging with the brand. Taking time to read and learn about their products, story and values.

All the while gently being reinforced by our social proof throughout the website.

4) Search Engine Optimisation (SEO)

Although improving SEO wasn’t one of the main goals at the beginning of this project, we did begin to notice some low hanging fruit.

We knew from previous experience that we could rank this website for products that were valuable to our client.

As with any SEO strategy, it takes time and patience is key. We slowly built out the content, and we began to see progress.

Our pages started to show in the top 3 results on Google for the key terms we identified. From here we optimised further and worked on the content keeping the user experience in mind.

This newly found traffic created new opportunities for our client. A new way of getting leads into their business on a continual basis.

SEO can be golden if you have patience. You must be willing to put the work in upfront and accept delayed gratification.

You may not see the fruits of your labour for 6 months in some cases. However, if it’s successful you’ll have a steady stream of free traffic.

We continue to work on SEO with this client as we identify new opportunities and improve our existing content.

The Results

As we continue to work alongside this client, the current results are not final.

We have identified further opportunities for growth and have a plan in place for 2023.

However, the initial project was a success. The website redesign increased leads, increased traffic, and increased the time users spent on the website.

As an aside, we also worked on the client’s social media. As they are a B2B enterprise, we put an emphasis on LinkedIn.

This resulted in a 72% increase in followers. Engagement also increased as we optimised their profile and began to post valuable content.

We have much more planned and plan to add to this case study with more incredible results in the future!

Want these results

for YOUR business?

At Optima Digital, we provide FREE actionable marketing advice.

Our team will review your online strategies and send you on a 10-minute video with actions.

If you feel you may need a new website, we can help you there too. This may not always be needed.

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for YOUR business?

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