The Client

EcoLift is a Sydney based family owned business with more than 50 years of experience amongst its principals providing Elevator and Lift related services including lift installation, servicing, maintenance and modernisation.

The Job

The client approached Website’s ‘N’ More in July 2015 to re-design their existing website. At this time the client also mentioned that their PPC campaigns were failing to perform as they had noticed a significant drop in the number of enquiries being generated over the past few months. Going through the website it was easy to spot why the website was failing to generate leads for the client, there was no clear navigational structure, the design was not responsive, there were no dedicated pages for the services that the client provided and no call to action to send through an enquiry to the business except a phone number.

The following work was undertaken by the team at Websites ‘N’ More to give the brand a complete overhaul;

Logo Design & Branding

A new logo was designed by our graphic designers keeping in mind the Industry the business was operating within. The result was a clear and bold logo that signified what services the company provided.

Content Creation

As a part of the project we were also directed by the client to create fresh content for the new website. The SEO team at Websites ‘N’ More put together a list of most relevant keywords for the client after a thorough keyword research and analysis and passed it on to the content creation team. The idea was to create SEO friendly content that could enable our SEO team to effectively target the keywords at a later stage (On-page optimisation).

Website Redesign

A new mobile responsive website was designed for the client using  WordPress content management system. A systematic process was adopted while redesigning the website that started with putting together a clear informational architecture that allowed users to navigate through the website easily and emphasised on various services that EcoLift provided. This was followed by drawing up wireframes on paper before the actual design process started. Once we got the tick of approval from the client the web design team customised the template as per the wireframes and created the website and loaded the new content.

The result was a modern, user-friendly and clean interface with clear call to actions. In order to stand out from the competition and leave a lasting impression on a user we integrated a video banner on the homepage. While integrating the video banner we had to make sure that the page loading speed was not affected adversely as this could lead to a higher bounce rate. The video was compressed down and was only visible to desktop users while mobile users were only shown a screenshot of the video in order to keep the page loading time at the lowest possible value.

Search Engine Optimisation

The SEO campaign was launched soon after the new website was made LIVE. The Keywords for the campaign included Lift Installation Sydney, Lift Modernisation Sydney, Lift Repairs Sydney, Lift Maintenance Sydney, Lift Servicing Sydney. Within 4 months from the start of the campaign the website appeared on the top 5 results of the organic listings of the search engines. This resulted in a 250% rise in traffic (monthly) and a 60% rise in enquiries (monthly) being generated through the website.

Re-marketing Campaign

To complement our SEO efforts we also implemented a Re-marketing campaign using Adroll. This involved designing clean and simple banners highlighting the services that the company provided with clear call to actions at the bottom of each banner. The re-marketing campaign attracted a click-through-rate of 5 percent with a conversion rate of 3X.

The Result

The client is extremely happy with the new website and has reported a higher number of leads being generated with the new website and the SEO campaign in place. After achieving Page 1 rankings the client also reduced spend on their PPC campaign by almost 60%.

As of November 2016, the website holds top 3 position on search engines (organic listings section) for all the keywords that were selected at the start of the SEO campaign and receive a steady amount of traffic and enquiries on a monthly basis.