The Client
danros is a leading home improvement and building service company within Scotland. Established in 1978, the company provides a variety of services from Kitchen and Bathroom installations to Central Heating, Home Safety Auditing and Facilities Management. As well as serving a number of large-scale public and private clients within the Social Housing and Commercial Services sector, danros also provides a number of services to customers within the Home Improvement market.
The Challenge
Throughout 2007 danros has undergone a significant corporate re-structuring and re-branding programme. As a result of this Connecti was asked to create an Online Marketing Strategy, which would raise brand awareness and generate sales for danros’ three key target sectors Home Improvement, Commercial Services and Social Housing. Key campaign objectives are as follows:
- To position the danros brand as a leading provider of home improvement and building service solutions within Scotland.
- To increase site traffic within the home improvement market by 40%.
- To increase contact requests within the Home Improvement market by 20%.
The Solution
- Content managed and offer driven website
A robust content management system underpins the site, enabling danros to update content on a daily basis, providing details of the latest offers, company news and up to date service information. By providing a number of contact opportunities such as ‘call me back’ and ‘free no obligation quote’ sign up areas, the site encourages visitors to interact with danros in a number of ways.
The marketing team at Connecti conducted in-depth keyword analysis in order to deliver an effective organic search marketing strategy. This involved an extensive review of keyword and key phrases from competitor sites and analysis of most frequently searched on keywords amongst danros’ target market.
Using danros’ content management system, Connecti optimised individual web pages and carried out manual submissions to leading search engines. A key objective of Connecti was also to overcome search engine incompatibility issues to entice the spiders deep into the site and implement an ethical dynamic Meta tagging system.
As well as turning searchers into finders, it was also important for Connecti to ensure finders were converting on the site. Connecti are taking customers directly into the danros page, which will sell them their chosen service and provide them with an immediate point of contact.
Connecti has implemented a centralised pay per click campaign. The objective is to increase return on investment and conversions by increasing keyword and seasonal targeting and reducing bid-gaps, cost per click and bounce rates.
Connecti’s strategy includes in-depth competitive and user behaviour research to vastly increase the campaign keyword spread from several hundred to over one thousand keywords.
The Results
As a direct result of Connecti’s online marketing strategies for danros the company has received a number of positive results including a significant increase in the number of visitors and sales leads generating over £200,000 in sales in the first six months of the campaign.
