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Freedom Health Logo

FH logo color

Company Description

Aurora, Ohio based company Freedom Health LLC is dedicated to finding, perfecting, and delivering superior, innovative products that address real and significant health-related issues for animals and the people who care for them. Focused specifically on digestive health in horses, Freedom Health is heavily involved in research, education, and awareness-building in addition to manufacturing several products.

Freedom Health is the maker of SUCCEED Digestive Conditioning Program and the SUCCEED Veterinary Formula, digestive support supplements for horses, and the SUCCEED Equine Fecal Blood Test, a diagnostic tool for equine veterinarians. Freedom Health currently sells its products throughout the U.S., Canada, U.K., Ireland, Australia, and New Zealand.

The Challenge

After connecting for the first time at an Equestrian New Media Meet-Up event in February 2010, Freedom Health reached out to us for a number of reasons:

  1. They realized they were up against consumers’ outdated beliefs and mis-understanding regarding key components of horse health and care. They needed to engage with horse people and share their perspectives on horse health and nutrition before their products could be discussed – and recognized that much of this conversation was starting to happen online.
  2. Their approach to online strategy had been to educate, and was primarily one-way and academic. They recognized that internet usage and consumers were evolving, and their strategy needed to evolve to match. This meant moving away from a heavy emphasis on print advertising and PR and towards a more conversational, two-way communication online.
  3. They were in the midst of market research and redrafting Freedom Health’s core marketing strategies, making it the perfect time to address their web marketing effort.
  4. They were attracted to our personal experience in the equestrian industry in addition to our online marketing expertise.

The Freedom Health website was highly technical, not optimized, and didn’t lead consumers toward a specific action. But the real challenges were developing high-quality targeted content that showcased Freedom Health’s unique message and innovative products, navigating a strict regulatory landscape that restricts information sharing, re-educating an audience notoriously set in its ways, and expanding their customer base to include diverse equestrian disciplines and, later, veterinarians.

The Solution

We took the in-depth research and strategy work that Freedom Health had already done and applied it across their online media, synching up with offline tactics as well. This initially included launching a completely overhauled website at succeed-equine.com in September 2010 with a fresh design, a blog, a store locator, lead generation forms, and all-new search and conversion optimized content developed around the new positioning. And that was just the beginning.

In the four years since the new site launched, we have continued to guide and implement Freedom Health’s complete online marketing strategy, adjusting regularly to complement and support changing business needs and goals. Just a few highlights include:

  • Managing the SUCCEED blog and planning, researching, interviewing, and writing 4-5 blog posts every month.
  • Developing and maintaining social media accounts including running several contests.
  • Planning and creating email newsletters, promotions, and announcements.
  • Developing an educational awareness campaign with a separate website, social media accounts, and an annual awareness month.
  • Running surveys and performing ongoing research to better understand the audience and adjusting to meet their needs.
  • Creating several e-books from blog content and developing processes on the website for building Freedom Health’s email list.
  • Analyzing site performance and visitor behavior and constantly improving the website and strategy to increase conversions and improve results.

Freedom Health is a great example of a company that truly knows and understands its audience, its products, and its business needs – and has worked with us to integrate that into everything that they do online.

The Results

Freedom Health

With the former website and online marketing strategy, Freedom Health received less than 1,000 visitors to their website each month – and didn’t know if any of them were actually becoming customers.

Four years later, the main website is getting, on average, 12,000 visitors to the website every month – and that is constantly growing. As of Fall 2014, they receive a minimum of 20 email leads, 50 email subscribers, and 15 veterinarian registrations every month – not to mention the several hundred people who go to the website and use the store locator to find out where to buy Freedom Health products.

And with the heavy emphasis on high-quality, optimized content, 78% of the visitors who come to the website do so through search engines, mostly from non-branded search terms relevant to specific needs and questions, and convert at a rate of 2.44%.

“We decided to work with Sanctuary in 2010 because they seemed smart, made the effort to understand our business quickly and approached our business as part of our team to help achieve our goals. We continue to work with Sanctuary because they not only live up to those early impressions, but they continue to bring new ideas and approaches to the table, and they work with us to continually evolve and improve our online marketing efforts as our business evolves and as the online world around us evolves. The icing on the cake is the people – all top notch talents with great personalities and a ‘let’s get it done’ attitude. I can’t imagine working with anyone else.”

Patrick Warczak, Jr.
VP of Marketing, Freedom Health, LLC

Case Study: Freedom Health LLC

Overview

Jennings Heating & Cooling Co. Inc. is a one-stop shop for all heating, ventilation and air-conditioning, or HVAC, needs. Jennings operates in Akron, Ohio, and tackles any job from repairing commercial boilers to installing residential gas fireplaces. Because of the trend toward alternative energy, Jennings has also begun providing green solutions for its customers’ concerns. The company employs 20+ employees and currently serves the Akron area.

The Challenge

Jennings wished to increase their overall sales through more effective marketing. Traditional strategies, such as printing flyers, attending trade shows or producing television advertising, are seeing an overall decline in efficacy. They also wanted to achieve higher rankings and more organic traffic from online search engines to increase their online leads.

The Solution

4531535_sBy re-creating a website for Jennings, which included an ongoing online marketing campaign, we successfully addressed all of the company’s points of pain.  This included creating blog posts that spoke to customer’s questions and concerns as well as creating effective landing pages designed to match searcher’s intent and increase conversions.  By devising and implementing specific keywords and phrases that acted as “the hook” for new customers, and balancing everything with an overall thrust designed to create repeat customers, we have produced a great return on their investment.

We achieved this through what’s known as search engine optimization, or SEO. We analyzed customers’ preferences, not only in the products and services they desired but also the styles of website and communications they preferred, and through SEO, tailored Jennings’ web presence to match. Because members of the current generation of customers are more tech-savvy than ever before, they appreciated the newfound ease of using Jennings’ website, especially because we designed it to be mobile friendly.

The Results

Our efforts bore fruit almost immediately, and Jennings has seen a steady increase in both new and repeat customers along with its rising web traffic. Over a three-year period from June 2011 – June 2014, website traffic grew astronomically.

  • For the period of June 2011 – May 2012, the average total number of site visits per month were 627.
  • From June 2013 – May 2014, the total average visits per month were 937, which is a 49 percent growth.
  • In June 2014, the total number of visits were 1,440.

That’s higher by an additional 54 percent.

JenningsCaseStudyResults

Analysis of these solid, irrefutable results indicates that the web traffic will continue rising as more and more repeat customers find themselves satisfied and tell their friends and colleagues. So far this year all top level metrics we are measuring are up by significant percentages as seen in the graphic below.  We determine our success by measuring yours, and these numbers show that both Jennings Heating & Cooling Co. Inc. and Sanctuary succeeded and continue to see success.

Jennings Heating & Cooling Co. Inc.

Overview

ForeverLawn Inc. provides the most advanced synthetic grass products on the market in terms of realism and technology, backed by superior service and support. ForeverLawn’s synthetic grass is ideal for a range of applications where aesthetics and functionality matter, including sports fields, playgroundskennels, and more. Their industry-leading synthetic turf is also perfect for homes located in arid climates where water restrictions dampen natural growth as well as for residential and commercial applications looking for low maintenance but beautiful landscaping. With unmatched quality and service, ForeverLawn continues to expand and now has offices in more than 29 cities servicing 30 states and two countries.

The Challenge

ForeverLawn recognized that an opportunity to reach potential customers online was going unmet with their current website and marketing strategy – and decided it was time to step up their game. They wanted their website to generate the leads, supported by successful inbound marketing, that they knew were possible for their growing industry and with their extensive dealer base. ForeverLawn hired Sanctuary to redesign the website and to overhaul their online marketing strategy with a focus on connecting with a broader customer base and generating more quality leads – while decreasing the cost to do so.

The Solution

5364340241_2cc9f64e40_bBecause ForeverLawn services most of the country through a large network of local dealers, generating traffic and leads through localized search optimization was an ideal solution. We started by targeting the Cleveland, OH region with keyword-rich landing pages targeted to specific locations and featuring the appropriate ForeverLawn dealers. Optimized local landing pages also must persuade Internet shoppers to take further action – in ForeverLawn’s case by submitting an online form requesting more information or a quote from a local dealer. We also significantly decreased ForeverLawn’s pay-per-click ad spend in an effort to help them get more “bang for their buck” through instead growing their organic (and free) search traffic.

The Results

We began local search marketing for ForeverLawn in July of 2013. We set aggressive goals for the campaign – and exceeded them. After a year, ForeverLawn’s organic search traffic grew by 25.77 percent with 11,872 more visits from local searchers than the year before. Even more importantly, conversions from organic search visitors (ie. leads generated) increased 28 percent compared to the previous year.

Organic Conversions

 

The company’s conversion goals for the website include:

  • Dealer opportunity requests
  • General contact form completions
  • Dealer form completions
  • Requests for additional product information

After a year of local search marketing, ForeverLawn’s dealer form completions by organic search visitors are up by 36 percent. And these metrics continue to improve month after month.

And currently, overall website conversions have increased 24 percent with the focus on organic search optimization.

Do you want to see results for your local business like ForeverLawn has? Let Sanctuary design a local search marketing campaign for your company. We tailor our marketing strategies for your unique business and audience – and we only count a campaign successful when you see the difference in your bottom line.

Contact us today for a free assessment. 

 

Internet Marketing Case Study – ForeverLawn

The power of one page that’s properly optimized for search is staggering.

At Sanctuary Marketing Group we believe in the power of organic SEO and content marketing. Unlike traditional advertising methods and “pay-per-click” advertising, SEO and content marketing is an investment. An SEO optimization for each page on your site is essentially a one-time project and marketing cost that can will keep on returning value and new customers for years. SEO and content marketing really is the gift that keeps on giving.

By taking a little time to properly research a subject and design and code the page we can begin to position your business in the organic search results where real customers are searching for what you do. Over time we will continually identify all the many ways that customers search for what you do and create more content, therefore creating potentially hundreds of “landing pages” that will show up for relevant searches on Google, Yahoo and Bing… for free.

To demonstrate this point we’d like to show an example of how ONE PAGE of PROPERLY OPTIMIZED CONTENT can return measurable results. The example below is a page from one of our grocery store clients that offers healthcare clinic services within their stores. We created one page targeted toward their in-store health clinics. You can see from the examples below that they show up in the #1 and #2 positions for many priority phrases related to health clinics in Akron Ohio. The same results can be had for any business through an investment in SEO.

Please note: This page no longer ranks as high in the search results as it did when we initially developed this case study. The service has been downgraded at the stores and the page has been updated.

Grocery Store/Heathcare Internet Marketing Case Study

How results can happen fast and then keep increasing with an ongoing internet marketing campaign.

URL:www.jenningsheating.com

Client Bio: Founded in 1931 Jennings Heating has grown from a coal company into one of Ohio’s largest full service heating and cooling companies. Jennings supports all of your residential and business heating and cooling needs including: heating and air conditioning repairduct cleaningsolargeothermal, door and window awnings, and retractable awnings.

Why we were hired:

We did not design or develop the website for Jennings Heating and Cooling but they realized that their website was not performing up to it’s potential since the developer was just focused on design and not making websites “work” and return on their investment. We were hired to come in and assess and optimize the current website, to setup a blog and to begin a content marketing campaign to grow their traffic for relevant, organic searches within Google, Yahoo and Bing.

Goals: To increase organic traffic and conversions and show measurable results quickly. Budget is watched closely at Jennings and we had to show that the work we were doing was affecting the bottom line.

Strategy:

Ultimately we realized that to grow the website traffic we would have to get Jennings Heating and Cooling to show up for searches that did not contain their company name. Since they are a well known company in the area they were getting some traction from their name but we need them to show up for general searches. To do this we began a content marketing campaign that targets the terms that surround their core services of heating and cooling outside Akron, Ohio where they are known. This would result in customers learning about the company when they’re looking for a service provider and then calling in to get service.

In addition to a content marketing strategy we suggested improvements to their website that include minor design and text changes for conversion and for search engine optimization. We setup a blog based on WordPress and continually spent time behind the scenes to develop landing pages that convert visitors to customers.

We have also spent time with local search marketing where we are also helping them to appear in places where they were missing opportunities previously.

Time Frame: Ongoing

7/2011 – Current

Results:

The results below show the initial traffic results for the website and the increasing trend. The graphs are from the report that we presented when we were asked to justify the work we performed initially.

Traffic Increases: Organic traffic to the website is on an upward trend and has increased from below 400 visitors a month to 763 in October.

Conversions of Visitors: Starting in July we started tracking website conversions which are people that are arriving on several different pages that are considered ideal places to convert a visitor to a customer.

Bounces: Website bounces are when someone arrives on a website and then immediately leaves. Through our changes to the website we have helped to reduced this by improving their navigation and conversion points so people stay engaged with the website. A decrease by almost 10% over the course of several months is excellent progress. You will always have bounces but at 39% we are entering into acceptable territory.

bounce rate

Sample Rankings: As of November 2011

Term: heating and cooling company akron ohio
Google Ranking: #1

There are many more terms where Jennings is improving their visibility but to show you a specific example, they wanted to expand their range within specific areas of Northeast Ohio. Using the example of furnace repair we can show the progress that we’ve made in a short time with many page 1 listings for their priority cities.

Term: Furnace Repair Ohio
Google Ranking: First Page, #7

Term: Furnace Repair Portage Lakes Ohio
Google Ranking: First Page, #1

Term: Furnace Repair Hudson Ohio
Google Ranking: First Page, #4

Term: Furnace Repair Cuyahoga Falls Ohio
Google Ranking: First Page, #6

Term: Furnace Repair Wadsworth Ohio
Google Ranking: First Page, #6

Term: Furnace Repair Mogadore Ohio
Google Ranking: First Page, #2

Term: Furnace Repair Kent Ohio
Google Ranking: First Page, #6

Term: Furnace Repair Stow Ohio
Google Ranking: First Page, #5

Term: Furnace Repair Ravenna Ohio
Google Ranking: First Page, #6

Term: Furnace Repair Silver Lake Ohio
Google Ranking: First Page, #4

Internet Marketing Case Study – Jennings Heating and Cooling

URL: www.rinoswoodworking.com

Client Bio: Rino’s Woodworking Shop, Inc. pledges that no matter the size of your project, two cabinets or 50,000 linear feet of custom hardwood molding, you will receive the same superior level of pride, flexibility, craftsmanship and attention to detail. Rino’s specialties include custom cabinets, custom molding, turnings, finishing, and installation. There are no limits; if you can dream it, Rino’s Woodworking will build it.

Why we were hired:

We were hired by Rino’s Woodworking to develop a new website and custom e-commerce system in 2007 so the company could reach a wider, national client base. Since Rino’s is able to manufacture and deliver their products nationwide we have been working to expand and reach a wider audience since the beginning and ultimately grow sales through the website and by increased phone orders.

Goals:

To increase organic search traffic from the search engines and to increase conversions (sales, phone calls and email sign-ups on the website).

Strategy:

Increasing the search engine rankings and traffic related to every possible woodworking application that Rino’s provides is a huge task. Therefore we’ve focused our efforts on several priority products that are highly profitable and easier to manufacture. By continually utilizing ongoing content marketing and optimizing the website for search we’ve focused our efforts on driving targeted traffic that is interested in buying.

Time Frame: Ongoing

2007 – Current

Results:

The results below show the traffic to the site that originated from organic search traffic. Over the course of the last two years, search engine traffic has increased by over 77% using a relatively small budget.

We should also point out that one of their primary target keywords (which is highly competitive) is the term “bar rail” which has enjoyed an increase of over 400% from when we started and now has a page 1 listing.

Sample Rankings: As of November 2011

Term: Buy Bar Rail
Current Rank: #1

Term: Buy Bar Rail Online
Current Rank: #1

Term: Wood Bar Rail
Current Rank: #1

Term: Custom Bar Rail
Current Rank: #1

Term: Bar Railing
Current Rank: #2

Term: BarRail
Current Rank: #1

Term: Bar Rail
Current Rank: Page 1, top 10

Term: Wood Molding (highly competitive)
Current Rank: Page 1, top 10

Term: Baseboard Molding (highly competitive)
Current Rank: Page 1, top 10

 

Internet Marketing Case Study – Rino’s Woodworking Shop, Inc.

URL: www.bmsa.com

Client Bio: Since 1922, Black McCuskey has served their clients, the community and the legal profession as one of the leading law firms in the State of Ohio. They are solution-driven and focused on client satisfaction and the community they serve. From a major corporation with complex issues to an individual preparing a will, the attorneys at Black McCuskey develop successful strategies for each client by thoroughly understanding their concerns and objectives.

Why we were hired:

We were contacted by BMSA and engaged to optimize their website for the search engines. The firm that developed the website was not an online marketing firm and specifically focused on the design of the website and integrating it into a CMS system. There were no discussions or strategy to get people to the website once it was launched. So we were brought in to provide research, analysis and to ultimately make a nice looking website return results for BMSA.

Goals: To increase organic search traffic from the search engines. Ideally traffic would come from terms that are highly local and do not contain the name of the firm.

Strategy:

The strategy here is one that we employ with all of our clients that are concerned with ranking in the search engines. We performed extensive keyword research within all of their priority practice areas and then used the results of that information to optimize their content and CMS system. Within weeks the website started ranking for words and phrases that they were missing previously and ultimately driving new potential  clients to the firm.

Time Frame:

One time optimization based on research. Ongoing campaign being considered.

Results:

The results below show the traffic and traffic increases after one year. As you can see, the traffic coming to the site from direct sources and referral sites continues to decline but they have experienced almost a 50% growth in search engine traffic from a simple investment into research and optimizing their website. In the future we’re hoping that they will allow us to invest time into an ongoing campaign that will continue to increase traffic because we believe we have only scratched the surface with what we’ve accomplished.

search engine stats

Sample Rankings: As of August 2011

Term: Law Firm/Law Firms Canton Ohio
Beginning Rank:
None
Current Rank:
#1

Term: Attorney/Attorneys Canton Ohio
Beginning Rank: None
Current Rank: #4/#2

Term: Lawyer/lawyers Canton Ohio
Beginning Rank: None
Current Rank: #6/#5

Term: Attorney/Attorneys canton ohio
Beginning Rank: None
Current Rank: #4/#2

Term: banking and finance law firm canton ohio
Beginning Rank: None
Current Rank: #1

Term: health care law firm canton ohio
Beginning Rank: None
Current Rank: #1

 

Internet Marketing Case Study – BMSA Law Firm

How we doubled our client’s organic traffic and increased search engine traffic by over 640% in one year!

URL:www.maibachs.com

Client Bio: Maibach’s Home Furnishings is Northeast Ohio’s finest home furnishings store with over 20,000 sq feet of tastefully displayed furniture showroom featuring the latest collections and freshest looks from some of the top names in the furniture industry.

Why we were hired:

We have worked with Maibachs for many years and then we were given the opportunity to help them with their internet marketing strategy. Traffic to the website was minimal at best and the traffic that they were getting was a result of people searching for their name or simply coming to the site directly. There was virtually no organic traffic from the search engines.

Goals: To increase organic search traffic from the search engines. Ideally traffic would come from terms that are general in nature, relevant to Northeast Ohio and do not contain the name Maibachs.

Strategy:

Ultimately we realized that to grow the website traffic we would have to get Maibach’s to show up for searches that did not contain their company name. Ultimately we needed them to show up for general searches related to furniture in the Northeast Ohio area and we planned to do this through ongoing content marketing, among several other services. This would result in customers learning about the store and ideally coming there to shop, whereas before they would have had no idea that Maibach’s even existed.

An additional element to the campaign would be to stay top-of-mind with their existing customer base using and growing their email marketing list through sign-ups on the website. We believe that once you make contact with a customer on your website or in your store you should find ways to stay in-touch. Email marketing is the perfect avenue.

Time Frame: Ongoing

4/2010 – Current

Results:

The results below show the traffic and traffic sources for maibachs.com when we started the campaign. As you can see, the majority of the traffic coming to the site was direct (which means they simply typed in maibachs.com). Traffic from search engines was low and mostly a result of people searching for the name Maibachs.

When we started:
Direct Traffic: 83.43%
Search Engine Traffic: 14.29% (Not good)


Maibachs has realized now that an ongoing investment in internet marketing is essential so we are still working with them today. But for our purposes here we’ve shown the improvements over 12 months. (See traffic comparison below) As you can see, the results have been great. Direct traffic to the website is down relevant to the organic search engine traffic. We always want direct traffic but our goal here was to increase traffic from the search engines and we succeeded with an overall 12 month increase of over 640% – therefore almost doubling the monthly traffic that they get to their site on a monthly basis.

The results as of June 2010:
Direct Traffic: 11.14%
Search Engine Traffic: 79.12%

Sample Rankings: As of August 2011

Term: Ohio Furniture Store
Beginning Rank: None
Current Rank: Top 10

Term: Northeast Ohio Furniture Store
Beginning Rank: None
Current Rank: Top 10

Term: Home Furnishings Ohio
Beginning Rank: None
Current Rank: #1

Term: Medina Ohio Furniture Store
Beginning Rank: 5
Current Rank: #1

Term: Akron Ohio Furniture Store
Beginning Rank: None
Current Rank: Top 10

 

Internet Marketing Case Study – Maibach’s Home Furnishings

Client Bio: Living Care is a family of retirement communities committed to exceeding expectations with unparalleled service while honoring resident choice, dignity and independence; promoting peace of mind. They offer an active adult retirement community, senior housing, and assisted living facilities in beautiful retirement villages.

The Goal:

Sanctuary Marketing Group was hired to review the existing Living Care website properties located around the country and provide basic search engine optimization based on the extensive research that we performed. The existing websites Living Care had were built by a company that had no knowledge or experience with online marketing strategy. The websites look great but they couldn’t be found online. So our goal was to work with their existing websites and put them on the map. Ultimately the goal was to increase their listings in the search engines for relevant and highly targeted keywords and increase traffic without a huge investment in time and budget.

The Challenge:

The senior retirement community market is crowded and competitive. Not to mention the market for assisted living. So we had to do our best to optimize their sites for a broad range of highly targeted services and keywords with the goal of surpassing the competition and ultimately increasing traffic.

The Solution:

Our recommendation was to go through the process of properly researching the retirement community and assisted living market and then based on that research we would optimize their websites. An SEO (Search Engine Optimization) project is a great way to effectively take a “good” website and make it work for you without going through the time and expense of starting from scratch. Sometimes it’s necessary for a number of reasons to start over but in this case it was not in the cards. Ideally we would like to design and build the website, provide an ongoing search engine optimization campaign to continually increase traffic for our clients but performing a one-time, basic search engine optimization for a website is a good place to start. With our decade and a half of experience we were easily able to identify all the points where we could improve the websites. With a reasonable investment we provided Living Care with websites that were now built based on research, a sound strategy and our best practices instead of just a pretty face.

The Result:

Based on our work we were able to greatly increase the amount of organic traffic* to their websites which is our goal. Below is an illustration demonstrating our success for one of the web properties in Texas.

Beginning statistics November 2009:

Note that in November over 80% of all traffic to the website was direct traffic which means that someone actually typed in their web address and went to the website. Only 16% of all traffic was from potential clients coming from search engines.

The graph below shows statistics from almost a year later. Notice that the traffic to the website has increased but more importantly visitors are typing in their website address half as much but search engine traffic is now almost 50% of the site traffic instead of 16%. All of this because the website was properly optimized to rank better in the search engines. Consider that this is only a base-level, one time optimization and not an ongoing campaign over the course of the year. Imagine what could be accomplished if we were given the opportunity to work on this site on a regular basis.

* Organic traffic is “free” traffic from the search engines that show up in search results vs. pay-per-click results that show up in the right column of Google. Our goal is to increase organic traffic because we believe that it’s the best return on your investment. Click here to read more about our philosophy.

Internet Marketing Case Study – Living Care Senior Housing

URL: www.whitmerslighting.com

Client Bio: Since 1988 Whitmer’s Lighting has been providing the highest quality residential and commercial lightslighting services and home décor available in Northeast Ohio. Service, product quality, and customer contact always come first at Whitmer’s when you arrive at their 12,000 square foot lighting showroom. Whitmer’s is Ohio’s Lighting Store.

Why we were hired:

We have worked with Whitmer’s for many years and then we were given the opportunity to help them with their internet marketing strategy. Traffic to the website was minimal at best and the traffic that they were getting was a result of people searching for their name or simply coming to the site directly from other advertising. There was virtually no organic traffic from the search engines outside of customers searching for their name.

Goals: Whitmer’s was not showing up in the search engines for anything outside of their name. Therefore they were not getting new customers. To solve this problem we needed to increase organic search traffic from the search engines for searches outside of their name. Ideally traffic would come from terms that are general in nature (Lighting Store, Lighting Showroom, etc.) relevant to Northeast Ohio Cities and do not contain the name Whitmer’s Lighting.

Strategy:

Ultimately we realized that to grow the website traffic we would have to get Whitmer’s to show up for searches that did not contain their company name. Ultimately we needed them to show up for general searches related to lighting and lighting services in the Northeast Ohio area. This would result in customers learning about the store, seeing the coupons on the website and ideally coming there to shop and ultimately discover their services.

Time Frame: Ongoing

4/2009 – Current

Results:

The results below show the traffic and traffic sources for whitmerslighting.com when we started the campaign and what it is now. (Prevous 559, Current 1375) Average monthly traffic to the site has more than doubled which has been a great investment and the traffic is consistent from month to month. More and more customers are now bringing in coupons from the website which the client feels is invaluable.

2009 Visits: 559/visits per month
2011 Visits: 1375/visits per month (+145.97%)

ohio lighting showroomSample Rankings: As of August 2011

Term: Ohio Lighting Store
Beginning Rank: None
Current Rank: #1

Term: Northeast Ohio Lighting Store
Beginning Rank: None
Current Rank: #1

Term: Lighting Showroom Ohio
Beginning Rank: None
Current Rank: #1

Term: Cleveland Ohio Lighting Store
Beginning Rank: None
Current Rank: #4

Term: Akron Ohio Lighting Store
Beginning Rank: None
Current Rank: #1

 

Internet Marketing Case Study – Whitmer’s Lighting

URL: www.sorbothane.com

Client Bio: Sorbothane® is recognized worldwide as the ultimate material for attenuating shock, isolating vibration and damping noise. No synthetic rubber or polymer can dissipate energy as effectively. Sorbothane® is a highly damped, visco-elastic polymeric solid that flows like a liquid under load. Since its introduction in 1982, Sorbothane® has been used in many energy absorbing product applications including Wilson Sporting Goods, the transportation of the Liberty Bell, The Air Force Memorial structure in Washington and on The Space Shuttle just to name a few.

Why we were hired:

We have developed several versions of the Sorbothane website but we were never granted permission to develop a strategy to grow the organic traffic through rankings in the search engines. We identified that there are many, many ways that potential clients could find Sorbothane.com when they are searching for general terms related to their business. Going forward they wanted us to start increasing the rankings and ultimately the traffic for terms related to their business and solutions.

Goals:

To increase organic search traffic from the search engines and to increase conversions (contacts and email sign-ups on the site).

Strategy:

Increasing the search engine rankings and traffic related to every possible application of Sorbothane is a huge task. We realized that to be successful we would have to continually create valuable content on the site related to what they can do for a customer.

That meant that we would have to continually work to understand terms like energy dissipation, static deflection and damping – among many other highly technical terms.

Ultimately we had to make sure that Sorbothane is showing up for searches when potential customers are searching for solutions to their problems.

Time Frame: Ongoing

6/2009 – Current

Results:

The results below show the traffic to the site that originated from a search engine query. Over the course of the last two years, search engine traffic has increased by over 191%, resulting in 5000 additional visitors to the site each month. We should point out that the bounce rate has also increased but this is expected due to the fact that our efforts focus on content. There will be a majority of visitors that just want information which they get from the page they landed on. At this point they will bookmark it, contact the client or leave.

Since an actual conversion is very profitable for Sorbothane, this level of bounces compared to the increase in traffic is very successful. On average there are now over 500 conversions a month to the Sorbothane contact page which shows that we are engaging customers so they look to contact Sorbothane for more information.

Traffic in 2009: 2554 visits/mo.
Traffic in 2011: 7438 visits/mo.

search-engine-traffic-results

Looking at the data below, we’re showing that overall visits to the site have increased as well as unique visitors and pageviews. This demonstrates that the site is engaging visitors overall.

2009 Pageviews: 18,542
2011 Pageviews: 35,847

search-engine-traffic

 

Sample Rankings: As of August 2011 (Update: Current Case Study Here)

Term: Best Shock Absorbing Material
Current Rank: #1

Term: Damping Material
Current Rank: #1

Term: Energy Absorbing Material
Current Rank: #1

Term: Machine Vibration Damping
Current Rank: #1

Term: Shock Absorbing Material
Current Rank: #1

Term: Vibration Damping Material
Current Rank: #1

Term: Vibration Isolation Material
Current Rank: #1

 

Internet Marketing Case Study – Sorbothane Inc

lighting-storeWe know lighting. We’ve been working for several local home lighting and furniture companies over the years and when we were asked to help ramp up an online marketing solution for Lights For Less – a discount lighting store in Brunswick Ohio – we jumped at the chance. Starting from scratch, we were tasked with launching a brand new website and domain name, optimizing it for the search engines and providing an ongoing strategy for online marketing – all with a very limited budget of a couple hundred dollars a month. It was a tall order but within a couple months we started driving traffic to the new site. Then, after a few more months we even doubled the traffic! This is a tough one because it’s a local retail store in a small town in Ohio. Not the type of site that’s going to get thousands of visitors per month. So progress would be measured in small increases but those small increases could mean big improvements to their bottom line as they continue to make themselves visible to the potential customers in Brunswick and surrounding areas.

Below is a basic traffic comparison from June 2010 after we started tracking traffic. It’s compared to a couple months later in August where you can see that overall traffic has doubled in only a few short months.

visitors-lights-for-less

But you counter “Only 107 visitors?”, “Is that all they’re getting to the site?”. Well, imagine this. Let’s say that 25% of the people that come to the site immediately leave. Another 25% are interested but don’t go to the store. Another 25% show up at the store but don’t make a purchase. That leaves us with 25% that show up and make a purchase sometime in the next 6 months. That’s about 26 customers. Let’s aim very low and say that each customer spends $200, knowing that you could easily spend thousands of dollars on interior and exterior lighting. That’s $5200. The client spent $200 for that month. Not a bad return on investment right? Even if you cut that number down by half we’re still adding thousands of dollars of revenue to their bottom line each month with only a small investment.

So let’s say you’re still skeptical. How do we know that the traffic to the site isn’t artificially inflated? How do we know that the traffic is coming from search engine searches and not radio, TV and print advertising campaigns? With the magic of Google Analytics we can easily see the traffic sources and the numbers almost exactly match up to the increases in traffic as shown below for Google.

lighting store

Lighting Store Brunswick Ohio – Client Success Story