Case Study

How WebsiteSEO.ca Transformed A Plumbing Service Digital Presence and Lead Generation

Safari Plumbing, a trusted plumbing service provider in Canada, was previously working with a U.S.-based digital marketing agency. Despite significant investment, they were not seeing the desired results in terms of online visibility, lead generation, and cost efficiency. Safari Plumbing decided to move their digital marketing efforts to a local Canadian agency, WebsiteSEO.ca, in hopes of achieving better results and more responsive service.

 

Objectives

  1. Website Rebuild: Develop a new website on WordPress that is optimized for SEO and user experience.
  2. SEO Optimization: Achieve first-page rankings for prime keywords in the plumbing industry.
  3. PPC Campaign Efficiency: Reduce the cost per click (CPC) while increasing the quality of leads.
  4. Lead Generation and Conversion Optimization: Double the lead generation while reducing the overall marketing budget.
  5. Responsive Service: Provide quicker response times for marketing and website update requests.

Strategy

WebsiteSEO.ca implemented a comprehensive plan focusing on website development, SEO, PPC campaigns, and conversion optimization.

1. Website Development

Initial Analysis: Conducted a thorough analysis of the existing website and competitor websites.

Design and Development: Rebuilt the website on WordPress with features including:

  • SEO-Friendly Structure: Optimized URLs, meta tags, headers, and alt text for images.
  • User Experience: Improved navigation, added clear call-to-actions (CTAs), and ensured mobile responsiveness.
  • Content Management System (CMS): Implemented a CMS for easy updates and content management.

2. SEO Strategy

Keyword Research: Identified high-impact keywords relevant to the plumbing industry.

Content Creation: Developed SEO-optimized content, including service pages, blog posts, and FAQs.

On-Page SEO: Enhanced site speed, fixed broken links, and implemented schema markup.

Local SEO: Optimized Google My Business listing and built citations on local business directories.

3. PPC Campaigns

Initial Setup: Created targeted PPC campaigns on Google Ads focused on prime plumbing keywords.

Bid Management: Implemented advanced bid strategies to reduce CPC.

Ad Copy Testing: Continuously tested and optimized ad copy to improve click-through rates (CTR).

4. Conversion Optimization

Lead Capture Forms: Designed optimized forms to capture lead information more effectively.

A/B Testing: Conducted A/B testing on landing pages to identify the most effective designs and content.

Remarketing Campaigns: Ran remarketing campaigns to re-engage visitors who didn’t convert initially.

Results

Within a short period of time:

  1. First-Page Rankings: Safari Plumbing achieved first-page rankings on Google for prime keywords such as “plumber Ottawa,” “emergency plumbing services,” and “water heater repair.”
  2. Reduced CPC: The cost per click (CPC) was reduced from over $4.46 to $0.63 while maintaining high-quality leads.
  3. Increased Lead Generation: Lead generation more than doubled due to optimized forms and remarketing efforts.
  4. Reduced Marketing Budget: The overall marketing budget was reduced by more than half while still achieving better results.
  5. Responsive Service: Being a local Canadian agency, WebsiteSEO.ca managed requests on average the same day, significantly improving response times compared to the previous U.S.-based agency.

WebsiteSEO.ca’s strategic approach revolutionized Safari Plumbing’s digital marketing efforts. By rebuilding the website, optimizing for SEO, and running cost-effective PPC campaigns, they not only reduced the marketing budget but also doubled lead generation. The move to a local Canadian agency ensured quicker response times, thereby enhancing overall efficiency and satisfaction. This case study demonstrates the impact of a well-executed digital marketing strategy in a competitive industry.