Discover how we have worked with local IT company Freestyle TS, over the last year on their digital marketing strategy to increase traffic to their website by 55% and goal conversion rate by 260% year-on-year.
Freestyle Technical Services (TS) is a leading local IT support company specialising in cloud services, virtual desktops, cyber security, antivirus software, and help desk services. Freestyle TS operate primarily in the English counties of Surrey, Hampshire, and Berkshire and support small and medium sized businesses within the legal, financial and recruitment industries.
Over the last 20 years, they have invested time into building a proactive and friendly team of cloud & IT experts who take the time to understand the fundamentals of your business and how utilising the right IT tools and platforms can transform the day-to-day, in order to maintain long-term customer relationships.
Freestyle TS were looking for a digital marketing partner to act as an extension to their internal resource to help increase their customer acquisition and drive more effective lead generation from their website in order to achieve growth. Following a change to their pre-existing marketing strategies, and a highly competitive market, Freestyle TS approached Innovation Visual to create a scalable digital marketing strategy that would help them become a leading IT support company within the areas of Hampshire, Berkshire, and Surrey.
Although they do receive a number of referrals from existing client recommendations, they knew they needed to develop their online presence through digital marketing strategies, including organic search engine optimisation, to help drive local traffic to the site.
Equally, improving the performance of their pay-per-click advertising was a key goal for them to ensure they were receiving high quality leads and therefore seeing a positive return on investment.
In order to achieve their goals, we developed strategies to address 3 key areas. These key areas were improving SEO and organic visibility, refining PPC activity and working on content expansion.
The strategy to improve SEO and search visibility revolved around first identifying technical issues with the site that could be having a negative impact on organic performance, and secondly, in-depth research to identify search terms the site should be found for. We then used this to build out a phased content plan in order to target these search terms through a combination of content creation and optimisation.
The PPC strategy focused on refining the targeting of the Google Ads campaigns and focused on search terms for which the site should have been but, was not ranking highly organically yet. Previously they had run a variety of campaigns on Google but with mixed results. Having run our own tests, and after experimenting with different targeting options, we opted to focus the budget on search campaigns within a defined geographical radius, as these were by far the best converting and offered a far superior ROI for the targeted, highly competitive terms.
Firstly, we undertook a full SEO audit of the site to identify any underlying issues along with opportunities to improve the overall health of the site. Common issues such as broken links, 404 pages, missing H1s, unoptimised meta data and low-quality content was all identified as part of the audit and fixed by our team.
Alongside the SEO audit, we were also conducting in-depth research into keywords to identify the key terms their prospective customers would be searching for, a vital step in any SEO strategy. The insight from this initial keyword research then enabled us to select the key terms that would be the most relevant for Freestyle TS and allow us to build out a content plan that revolved around these.
Once identified and agreed with the client, these keywords informed the creation of a detailed and phased content plan that covered a range of topics and services, each targeting specific search terms aimed to resonate with their audience at different stages of their buyer’s journey. We also worked on incorporating a plan parallel to this to optimise existing pages to make sure this content was targeting specific search terms in order to improve the pages’ organic rankings.
Prior to the creation of search campaigns on Google Ads, we started by reviewing their account, including creating negative keyword lists to improve the targeting, something that hadn’t been done for a while and would have hindered ad performance previously. We created a new campaign structure that would focus more heavily on relevant keywords within a specific service but within a set-mile radius that would improve the quality of the traffic visiting the site.
In order to improve the click-through-rate, we improved the ad text across the campaigns to ensure it would resonate with the audience and lead to the right intent to ultimately improve engagement rate and overall quality score.
Once we had identified a detailed content plan, we agreed with the client to focus primarily on the priority pages that were going to have the biggest impact, starting with the optimisations of their key category pages as the crux of the content was already there, it just hadn’t been optimised for specific search terms. This was then actioned as a priority by the Innovation Visual team.
Next, we focused on expanding out the content on the site as outlined in the content plan. Over the last 6-9 months, we have been consistently producing relevant and helpful content onto the Freestyle TS website to build out a library of blogs across a variety of topics and services to help their prospective and existing customers through their journey.
The implementation of our work has delivered significant improvements in performance and provided a positive increase in leads for their sales pipeline. Overall traffic has increased by 55% year on year and not only that, but this has resulted in a substantial increase in the quantity and quality of leads, with goal conversion rate increasing by 260% since our partnership began. Some other highlights from our time working with Freestyle TS so far are:
The Innovation Visual team are looking forward to seeing further results as we continue to work with Freestyle TS and support their long-term goals with our digital marketing expertise.
“The service we have received from Hope & the team at Innovation Visual since taking them on as our Marketing Partner has been excellent, great ideas, great communication, a joy to work with.”
Mike Roberts, Chief Operations Officer
Read on to discover how we achieved a 339% increase in website conversions and 785% rise in engagement from social media activity
Read this case studyInnovation Visual Ltd
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