I was hired in August 2018 to create a digital marketing funnel strategy for a solar panel and electrician company from Sydney. This is the summary of how I helped them increase sales by implementing a marketing funnel focused on making it easier for customers to find and contact them online.
Table of Content
The client approached me with a task to implement a marketing funnel to help the company reach new clients online and consequently increase sales.
Client website: www.energyculture.com.au
The company offers electrician services and solar panels design & installation. The market research pointed out that people searching for electricians in Sydney were 90% of the time in an emergency. However, people searching for solar panels are driven by the possibility of reducing current electricity bills and acting as a hedge against further potential price rises.
My challenge was to come up with a strategy to attract leads for both services.
After auditing the business' digital marketing assets I noticed a few problems that could interfere with the success of the project.
The website was a bit outdated with an average of 23 visitors per month with 85.8% bounce rate, no need to say that the lead acquisition rate was low.
Also, the company didn't offer a clear and intuitive customer experience across every touchpoint.
The solution proposed was to redesign the website with a focus to make the conversion path clear, to optimise the web content for search engines, and use marketing automation for emails follow-ups and remarketing.
Since the company' sales happen offline, my main strategy stemmed from the idea of making it easier for people to find and contact the company online.
A New user-friendly website launched in January 2019, which was upgraded again in September 2020 to implement a more minimalistic and clean design.
Successful SEO implementation in all pages.
Successful implementation of a brand awareness strategy.
The company website now gets an average of 237 monthly active users with a conversion rate of 8%; the number of sessions increased by 75.44%, and the bounce rate decreased by -31.97%.
Since March 2020
75% of our leads come from organic local search.
We only use paid ads nowadays for seasonal campaigns and retargeting.
The company jumped 15% in revenue growth after 6 months of implementation. In 2020 the company saw 54% revenue growth compared to 2019.
Client Testimonial on Upwork
"Great communication, attention to detail and overall a great asset to our team. Leila is without a doubt more than capable of helping you grow your business. Thanks Leila."