Fast & Smooth Onboarding
Thursday 6 February 2020
Adviceline, now rebranded as Redlich’s, are a nationwide, leading personal injury practice. They specialise in injuries at work, on the road, or in a public space.
With significant investment in the growth of their physical and online business, they have set themselves apart as a market leader in their industry.
Adviceline’s Marketing Manager, Niki Patterson, contacted Business Assist in February 2020 looking for a new digital marketing agency to manage their online activity. They were sceptical about working with another digital marketing agency after a soured relationship with their prior agency.
We conducted a Business Needs Workshop for the client, using the opportunity to assess their objectives, budgets and long-term business goals, as well as the resources they had available to assist agreed online marketing strategies.
As part of preparation, we also contacted the client’s website developers to strategize SEO opportunities and offer guidance during the design phase of the new website.
Business Assist prepared a full digital marketing proposal including an onboarding plan. Adviceline required a signed agreement, which was understandable given their experience with our predecessors.
Within 24 hours we had developed supplied an agreement and both parties signed, enabling us to commence an audit of their existing Google AdWords account and activity.
Less than 2 business days hours after initial contact from Adviceline, we implemented activity on Adviceline’s Google Ads and SEO to optimise their digital marketing.
At time of launching our enhanced online marketing activity, Adviceline were implementing a significant new website redevelopment project. As part of our engagement agreement, we collaborated with the web development company to ensure minimal disruption to SERP ranking after the launch of the new website.
Significant focus was placed on a comprehensive keyword research report which was used to map targeted keywords to each page on the new website. This keyword map was then used to develop tailored meta data for each URL targeting clients by the page titles, page headings and meta descriptions that are most compelling to them – encouraging high click through rates for relevant, high-quality traffic.
The new website launched, and organic traffic was minimally affected and within 6 months had significantly grown, approximately 40%.
Google AdWords Strategy
The significant findings from our Google AdWords Account and strategy audit were:
- Too many keywords per Adgroup which meant ads were too generic and not tailored enough to the demographics they targeted
- Conversion rates were poor
Business Assist redeveloped the Google AdWords account from 6 Ad groups to 23. This optimised each Adgroup for more relevant keywords. New Ads were developed for each ad group around higher performing headlines, descriptions etc. This meant that users were presented with a highly relevant Ad matched to their search query.
To compliment this new marketing strategy, we developed 9 new tailored landing pages, one for each aspect of Injury Law. Not only that, but each landing page had a testing variant, making 18 total landing pages developed.
With these new landing pages, users clicking on an Ad were no longer sent to a web page with multiple calls to action and considerable distractions but sent to a landing page that specifically addressed the query or keyword they searched in Google.
Actual screenshot from Google Ads Account
increase in the volume of quality leads (utilising the same advertising spend).
increase in click through rates (Ads were resonating much better with the target audience).
drop in cost per lead (supplying more leads utilising the same advertising spend)
increase in click through rates for a second time
“All Digital” Marketing Project
After the above strategies were put in place and Business Assist aided Adviceline’s significant online growth, the client’s digital marketing was supplying high quality leads at such a low cost per lead that Adviceline requested a business case of additional spend on digital marketing by utilising resources from offline marketing channels.
We developed a proposal and business case for increased spend on Digital Marketing channels diverted from offline marketing.
Adviceline agreed and advertising spend was redirected to digital resulting in:
- a 40% increase in leads
- with only a 30% increase in digital advertising spend
This move to “All Digital” was spearheaded by new Marketing Manager Lisa Aughsteen – see what Lisa has to say here: