A Warmer Home (AWH) is a gas central heating company based in Newport and they have been a client of ours for over seven years. Recently we have been working on a particular marketing drive for them and even though the budget involved was not huge, the results have been.
So what did they want?
As part of their offerings, they provide a range a of cover options to homeowners and landlords throughout the South Wales region. They were concerned that not enough people knew about their “care plan” scheme and so they commissioned us to work on it and help spread the word. With the allocation of a modest budget we certainly were up against it.
“We have worked with the guys for years now and the relationship has gone from strength to strength. They advise, we listen, they implement and we benefit, it’s as simple as that. Because of this we trust them and are more than happy to allocate budget as and when we can to other marketing drives and ideas”
Here are the digital bits and bobs...
Natural search optimisation
We targeted specific keywords and search phrases that were prominent and relevant to the new drive and optimised the main care plan splash page along with the subsequent cover options landing pages. We are still awaiting the full effect of this module of work, however, you can see some results further down the page that should impress. Well we think so anyway!
Website graphics and landing pages
We designed a mini sitemap for the newly required pages and defined a layered content approach for them so that graphical modules and navigation options highlighting the new care pan could be made visible in good semantically placed zones. Doing this to the site and it’s structure has generated maximum access to the section.
A rotating carousel at the head of the website features a call to action with empathic, relevant photography enabling visitors to link straight into the new section quickly and effortlessly.
A second sell zone is now visible in the heart of the home page with direct links to each care plan package and a constant graphic and text based link through menu is featured on the right hand side too. Positioned directly below the main navigation structure we felt that this was a strong placement for persuading the visitor’s attention.
Footer modules are strategically placed below the main content of the page. This serves as a reminder so that once a visitor has finished browsing the content of a particular page they are then drawn to and subsequently made aware of the new offerings if they hadn’t already noticed. These footer options provide direct link ups to the care plan layer of content also.
The real world things...
Local directory adverts
We targeted real world communication platforms such as local directories to drive people to the new website features and expose the care plan range further.
AWH have had a prominence in the SW Directories publications that are distributed by-monthly and cover the larger surrounding boroughs of Newport for a few years and we saw an opportunity here.. We tailored the new adverts to feature the new care plan offering and response mechanisms for tracking advert efficiency. With regular adverts in the directories, we knew that readers trust had already built up and so a change of message wouldn’t go unnoticed.
Sign up documentation pack
We designed and produced a care plan documentation pack for hard copy communications and electronic access too. Visitors are able to directly download, complete and return whilst the AWH team can print and send to customers wishing to sign up.
And the results....
The impact of the latest batch of marketing activity has seen two main areas of impact with AWH reporting 57% of all new subscribers to the care plan coming from the real world advertising efforts in SW Directories.
From a digital viewpoint, well the statistics say it all really!
We launched the new campaign at the beginning of September and since then the bounce rate of the website has reduced to a staggering 1.43%!!! If you are not sure what bounce rate is, click here to find out what and why it’s such an important metric.
The natural search results for the targeted keywords have proven extremely effective too, providing 84 (and still climbing) visits from “on topic” searches. Many of these visitors picked up the phone after finding the website and we know this because the AWH team are extremely pro-active when tracking visitor sources. In fact, web and phone contacts generated by this campaign have resulted in over 24.3% conversion rate.
These figures are set to increase too as we are still expecting more juice from the organic SEO work as it is fully ingested and valued by the search engines.We’ll keep you posted on this, but in the meantime check out these results...
Just before you do and just to brag a bit, you’ll notice that many of the sites above them in the results are the likes of www.direct.gov, www.moneysavingexpert.com, www.uswitch.com and many of the other huge price comparison sites!!!
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There's a whole load more too!
Thoughts and words...
The future will see a much more active social media approach (you can follow them here @CentralHeatings) and due to the influx of subscribers we have been able to gather a good distribution list of emails ready for some targeted viral marketing.
We have encouraged the AWH team to consider the use of Ad Words to spread the word even further. We intend on using this platform to target further keywords and search phrase results that the site isn’t currently achieving.
A Warmer Home really is a little powerhouse of a project and we love working with the team there. We have proved what we have implemented along every step of the journey and by their own admission, have made a very obvious and valuable impact to their business. Happy to help we say!