AFT Fluorotec were unhappy with the lack of enquiries from their website. It was a perfect storm. Their content was restricted to a small number of industries and their Google rankings had dropped off a cliff. The challenge was two-fold - get their website rankings back and target new relevant sectors that could present new sales opportunities for the business.
To understand where the problems lay, our first port of call was to carry out a full SEO & Backlink audit. Aside from some SEO technical issues we found - we quickly learnt that their website was being penalised by Google due to a number of toxic backlinks pointing to their domain. This was actually good news as we knew exactly what to do to fix it.
We curated all the links that could potentially harm the Fluorotec website. We manually checked each link and determined which were potentially causing problems. Once we were happy with the list, we followed the disavow procedure using Google Webmaster tools.
Once we addressed the backlink issue, we were able to review the existing content and structure of the website. Using the learnings from the SEO Audit, we were able to advise on a new architecture for the website that would help both visitors and search engines to make sense of the content that matters to them.
We conducted an audience profile workshop to identify pivot opportunities. This revealed master bakers responsible for delivering large bread contracts to the major supermarkets. They had real problems that kept them up at night that we knew Fluorotec could solve in an innovative way. We identified who they were, what their pain points were and how we could reach them. This was the basis of our content strategy to create and seed content that would offer real help.
Using our research we understood the top three issues that affected our target audience. We created a list of content that would help them solve their problems in a format that would be appropriate. From here, we produced cost saving calculators, material landing pages and a range of useful content that ultimately attracted new customers.
With a good idea of the structure of the site that was needed, and what content we would have to populate it, we created a new website for Fluorotec built on Umbraco 7. This not only gave them a significantly stronger digital presence, but also created the tools needed to continue improving their performance for the years to come.
To better understand how the new website was performing, we used Google Analytics, Google Tag Manager and a call tracking service to allow us to report back to the client each month on not only how many 'conversions' had occurred, but how many of those were actual business leads.
With their new website live and performing well, Fluorotec's rankings began to improve and we looked at ways to expand their reach with new content. Each month we implement new content for the client in collaboration with their marketing team.
Comparing the first 3 years of our engagement, the site achieved a 760% increase in organic traffic and a 1188% increase in goal completions (phone calls and website enquiries).
Each month for the past 3 years, Fluorotec has seen an increased volume of visitors to their website - ranging from 50% to 250% growth on the previous year, and each month better than the last.
Fluorotec's enquiries have grown with their traffic levels and their business has gone from strength to strength, opening new facilities and investing in state of the art machinery. Today, they are an industry leader with major clients across the world.
