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Client: Curwens.co.uk
Industry: Solicitors
Biggest Challenges: Brochure site, with no defined conversion path or goals, and no measurement of visitor activity .
Results:
- We now count conversions rather than traffic
- We are averaging 20+ new enquiries per month converting to 5 new clients per month
- Our expected Return On Investment is at least 300% (based on average lifetime value of a new client)
- We now have a strategy for lead generation, conversion and client and lead nurture
When it comes to websites Curwens were, in some ways, ahead of the curve having had a site since 1999. But they had been struggling to implement a new website. Like so many companies I come across they were using friends of the company to get the job done - which might be ok from a technical standpoint, but there’s more to building a website that agreeing on images and text.
What did we do next?
Like so many of our clients say: – “you [Chris] are the only ‘web person’ that has ever spoken to us about our business”. There were a number of insights we needed to get a handle on:
- define the website objectives and conversion goals in the context of a broader lead generation strategy
- understand the profile and the needs of the target audience for each service offered by Curwens
- discover the actual search behaviour relating to the products and services offered by Curwens
- write content that would resonate with the visitors
- implement a lead generation strategy to get qualified leads rather than just count visitors
- setup paid-search marketing campaigns on 3 separate services
- measuring the outcomes vs expectations and develop the strategy ongoing based on real data rather than subjectivity or guesswork
In summary they did not have an internet strategy and now they do – and one that is focused on the target client rather than the company.