Internet Marketing Case Studies
SEO and Site Performance Case Studies
The Company: Baron Insurance Group provides customized Life, Home, Auto, and Business insurance packages to their customers by working with a wide variety of providers. Baron’s insurance solutions often provide substantial savings, and their team identifies customer service and support as their primary role.
The Problem: As a small-sized independent insurance agency in a location saturated with insurance representatives, Baron needed a website that would be highly visible and effective when potential clients searched for their products and visited the site.
Baron’s first challenge was their current website. While basically functional, it had been created using a template, and lacked both visual appeal, and any SEO to speak of.
- No relevant rankings in the search engines for words users might use to find their site
- Low levels of traffic that did not convert to inquires
- High number of visitors “bouncing” (leaving the site as soon as they enter it)
- Visitors spent very little time on the site
- Dated visuals and design
- Baron also faced a large amount of competition from other insurance providers and agents in the Lancaster, PA area.
The Solution: After Baron’s consultation with a graphic designer, Kiwi built a new site based on the graphic designer’s concept. Kiwi also edited or created content for the entire site (a total of 35 pages), integrated a blog, and created a number of multi-step quote forms.
To improve search engine results, Kiwi performed research to determine the best keywords to optimize the site for, created location-specific pages, and optimized the site for the keywords that our researched showed would produce the highest levels of traffic.
After site launch, Kiwi conducted an intensive link-building campaign for specified keywords, such as “Insurance Lancaster”.
- Traffic to www.baroninsurancegroup.com has more than doubled
- Traffic from search engines has increased by 400%
- The bounce rate of the site has decreased by 33%
- Average time spent on site has increased by 200%
- Baron Insurance Group reports that it has already written business from inquiries coming in on the request for quote forms Kiwi created for the site
Next steps: We anticipate that with continued work, www.baroninsurancegroup.com will continue to gain ranks for phrases targeted for SEO optimization. With this will come an increase in traffic, inquires, and ultimately more business.
The Company: Oak Leaf Manor is a two-property retirement community located in Lancaster, Pennsylvania.
The Problem: Oak Leaf Manor had a great looking website, but it wasn’t performing. The site did not show up for important search terms (such as “Retirement Community Lancaster”). When people were able to find it, they did not stay very long, normally bouncing away from the homepage.
The Solution: Kiwi approached Oak Leaf’s problems from two angles.
First, it was important to make sure that the visitors that came to the site found what they were looking for, and that they learned more about Oak Leaf Manor. Kiwi solved this issue with a site-wide content rewrite aimed making it more “sticky” for visitors in order to encourage them to stay and learn about Oak Leaf Manor
Second, the site needed to be visible in the search engines in order for visitors to find it. Kiwi’s first step here was to perform keyword research to discover what terms people used when looking for a retirement community. Kiwi then optimized the site for these terms, and conducted a local-search focused SEO campaign to improve the site’s visibility.
The Results: After the content was rewritten, visitors spent more than 47% longer on site per visit, viewed twice as many pages, and left half as often.
At the end of the SEO campaign, the traffic to the site had doubled. Oak Leaf Manor’s local search and maps listings went from 200-300 views per month to over 800 views for each property.
Web Design Case Studies
Camp Conquest Site Design, A Youth Christian Camp
The Organization: Camp Conquest is a Christian camp located in Denver, PA. It serves both local families and at-risk youth from Philadelphia.
The Problem: Camp Conquest’s current site does not reflect their mission as well as it could or serve as an effective marketing tool. As a small not-for-profit organization, Camp Conquest also needed a way to raise the funds for a new site without spending a great deal of money on concept development.
The Solution: Camp Conquest enlisted Kiwi’s help to create a design for the new site that could then be used as a fundraising tool. Kiwi delivered – Camp Conquest is enthusiastic about the new design and will begin using it to raise the funds needed for Kiwi to construct the site itself.
Social Media Case Studies
United Disabilities Services
The Organization: United Disabilities Services (UDS) is a Lancaster, PA based non-profit with revenues in excess of $18 million. UDS is dedicated to advancing the independence of people with disabilities.
The Problem: In 2010 UDS launched a new fundraiser called “One Red Paper Clip.” Their major fundraising event for the year “One Red Paper Clip” culminated in a dinner and auction at the Lancaster Convention Center. With only a few months to go until the big night, UDS wanted to step up their social media efforts to help sell tickets. UDS also wanted to position their organization for future social media outreach and followup.
The Solution: Kiwi helped UDS develop a social media strategy for the final stages of the campaign, and empowered UDS employees to create great content and connect with potential participants.
The Result: UDS’ One Red Paper Clip Facebook page gained 30% more fans, and boosted the quality of its interaction substantially. In the final 3 weeks of the campaign, UDS employees managed to sell out more than 90% of the available tickets.
The Organization: Land Transfer is a Title Insurance and Settlement Company that has served Lancaster, PA for over 25 years.
The Problem: Land Transfer is a successful Lancaster company, but wasn’t sure where to start with social media.
The Solution: Kiwi helped Land Transfer set up social media accounts, created custom Twitter and Facebook pages, and assisted in developing internal policies and procedures for staff involvement in social media. Kiwi then conducted on-site training with Land Transfer staff.
To bolster visibility, Kiwi also conducted a local SEO campaign for Land Transfer
The Result: Land Transfer staff are now familiarizing themselves with social media and beginning to make connections. Where LinkedIn was once intimidating, it is now set to become a valuable business tool.
Land Transfer’s visibility has also improved, and their site has achieved #1 and other top-ten rankings for important terms such as “Title Insurance Lancaster”