Wickford based, commercial laser cutting company, Laser 24 approached Swan Creative looking to enhance their online digital presence, lead generation, and brand awareness across Essex.
Starting with the website strategy, we outlined the user journey flow before creating a design concept with a strong focus on lead generation.
The process began with the creation of a sitemap which mapped out the structure of the Laser 24 website from a top-level perspective. We then used this sitemap to create the website wireframes. Wireframes act as a skeleton for each page and allow designers to display the flow of the page content, including the header, footer, and use of images and content. Becoming a base for consistency across the website.
Once designs were finalised, our team developed a stunning WordPress website with strong imagery to showcase the services provided by Laser 24 and prominent call to actions throughout, to encourage users to enquire for a quote.
Through continued website optimisation and growth of the business, Laser 24 decided to invest in a website refresh. They expanded the website further to include more service and sector pages, whilst updating the look and feel of the existing website.
A large part of the new website strategy was implementing SEO from the website build stage, incorporating optimisation for device responsiveness as well as page load speed.
To coincide with the website re-launch, we worked with Laser 24 to create a holistic marketing strategy that focused on building brand awareness across Essex, whilst driving quality leads to their new website.
From here, extensive keyword research and optimisation were carried out to ensure Laser 24 began to compete with key client search terms through search engines.
The Local SEO strategy continues to include on-page, off-page, and technical search engine optimisation.
Webpages and articles continually undergo content development to ensure they are competitive and best optimised for SEO, as SEO strategies can, and do, change. This can be due to a change in the nature that users are searching for products/ services, platform changes, or a change in competitor SEO strategies, among other things.
A strong SEO strategy can increase search engine ranking; there is a higher chance of users clicking on the top few websites on the first page of search results, and therefore increasing the chance of conversions.
As well as local SEO, our digital marketing strategy also included a range of online digital campaigns including organic social media, paid social media, email marketing, and Google Ads.
Laser 24’s social media strategy has been largely focused on organic content, using a variety of informational and cultural content. Over the last few years, we have run several paid campaigns targeted at business owners across Essex to support specific business goals alongside the organic social media campaigns.
Since the initial launch of both the website and integrated marketing campaign, Laser 24 have continued to advance, seeing encouraging and positive results month after month.
Currently, Laser 24 holds 42% of the total organic traffic share against 4 competitors and are ranking for 100 tracked keywords.
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