Simply Adverse Website, SEO & PPC
Take over and improve the performance of an existing website, implement a wide-ranging scalable lead generation strategy to profitably increase sales and revenue.
Campaign Improvements & Highlights
The Project Brief
The client had an existing website and reasonably advanced lead generation infrastructure, which they wanted to retain. They had been working with an SEO company for a 6 month period, and although they had generated more leads, this was only an incremental improvement. It was also dwarfed by their PPC channel, with less than 1 lead a day via SEO compared to many hundreds a week for PPC.
Because the company is in the financial services sector it is important that the website conforms to the appropriate FCA legal standards and also that it reassures potential client about the trustworthiness and status of the company.
The client initially wanted only an SEO programme, because they had a mature and well developed high converting PPC programme. However, after seeing our SEO work they asked us to takeover their PPC campaigns too.
Simply Adverse is a market leader in sourcing mortgages for customers who have a poor credit history. They have extensive experience and contacts within the industry, allowing them to find mortgages at competitive rates for customers who would otherwise find it difficult to get an affordable mortgage or to get one at all.
The initial part of the project was to understand how the existing website worked and how it interfaced with the company back office and CRM systems. It was also important to measure how the site was performing so that any changes could be compared to an existing baseline. The website is the company’s main source of leads, so it was very important that whatever changes Insite Web made were non-disruptive and initially the didn’t want to change any systems or platforms.
After investigation, Insite Web suggested that there were three ways to improve and streamline the site.
- An ongoing program of new on-site content creation. This meant the creation of a new targeted mortgage services pages. This was based on customer and keyword research that showed the market broke down into 6 key areas.
- Introduce a Help and Support area of the site containing material aimed at different sections of the company’s target market. Adding this type of relevant material would lead to increased customer engagement and should also improve the SEO ranking of the site as it targets many potential queries early in the customer search process.
- Finally, simplify and rationalise the infrastructure that had been built to capture data from the site and save it into the company’s CRM systems. The aim here was to reduce costs while making the system more reliable and responsive, as the data flow and actual tracking wasn’t optimal.
We then took over their PPC campaigns, moving to our AI driven systems and implementing Bing Campaigns too, plus migrated their PPC lead systems to our new higher converting lead quiz funnels.
Over the next few months we migrated them from expensive disparate systems to more automated integrated solutions, saving significantly on software costs and improving reliability, with improved backup and security.
We also worked closely with their key case management software company to improve automation, end to end data flow, and introduced an SMS text messaging system to improve communication with customers.
Simply Adverse have retained their existing web platform as requested, and Insite Web have taken over the running and maintenance, carrying out a complete redesign, whilst also optimising and improving the site content.
The new ‘Help and Advice’ area of the site has been created and the content is being added to on a regular basis (Google loves a continuously updated content!). This has improved the SEO of the site enormously, with online searches for many of the relevant terms resulting in the company appearing at the very top of the search results. Organic traffic has increased by over 100%.
The improvements and changes to the interface between the website and the company systems are ongoing – with extensive A/B and multi-variant testing being carried out at every stage to prove the robustness and cost-effectiveness of the changes.
The overall goal of the site has been changed, with the original process being to maximise leads, even if they didn’t sign up for marketing/contact. Our analysis of these processes showed that less than 5% of the non opt in leads ever made contact. The changed priority initially lowered conversion rates, but we’ve picked them up again, now the sign up rate for contact/marketing is 25% higher, meaning far more real leads.
The result of this three phase process has been a significant increase in traffic to the website, better customer engagement and a significant rise in the number of quality leads received by the company – while reducing their costs.
The PPC advertising (which is constantly being monitored and adjusted to react to changes in the market) has also proved very successful with a 30% increase in leads coming from this source. Again, the change in focus means that far more of these leads speak to the brokers and convert than ever before.
Organic Traffic Over Past 5 Years (source: SEMrush)
What Our Client Said
“We started working with Insite Web purely on SEO, having worked with another agency before. They completely revamped our website and content, moving us from a few hundred visits a month and very few leads, initially to several hundred and many more leads. This then moved into the thousands, with hundreds of monthly SEO leads.
At that point we added PPC and marketing automation services too. They changed strategy to target customers differently, which increased the number of real leads we received and reduced our PPC cost per click by nearly 30%. The marketing automation means our in-house systems are slicker and more reliable too.“
Adam Hinder – Managing Director
Highly optimised and targeted PPC advertising. Relevant copy and content for both users and Google.
Ongoing, improved and optimised back office systems. Website updates and maintenance. Cost reductions.