Increasing Leads & Revenue For Wessex International Through Inbound Marketing
Overview
Wessex International manufactures and supplies machinery, trailers, and parts for the Groundcare, Agricultural, ATV, and Industrial sectors in the UK, Ireland, and the USA. In late 2019, Wessex came to us for help with their inbound marketing strategies, with a goal of increasing website traffic, leads, and revenue through tailored SEO and PPC advertising.
In this case study, we’ve detailed our approach to managing Wessex’s inbound marketing, and some of the recent results they’ve seen from the project.
Enhancing Wessex’s technical SEO performance
Over the last 5 years of working together, our primary focus for Wessex’s SEO has been improving technical SEO performance to increase their crawl budgets and indexability.
To do this, our SEO specialists complete routine site health checks and technical audits to maintain best-practice compliance, and to find and fix website issues that could impact site performance and user experience.
Our team also routinely reviews and optimises the landing page and product page content on the Wessex website. Recently, these updates have focused on shifting the content from product features to benefits to enhance engagement and ensure pages align with Google’s helpful content and E-E-A-T guidelines.
On top of this, our team complete a general technical health and maintenance checklist each month, including tasks like:
- Monitoring backlink health and toxicity
- Keyword position tracking, analysis, and reporting
- Monitoring and fixing any internal SEO issues
- Regular client reports e.g. traffic figures and site health
- Checking image optimisation (image size, quality, and alt-text)
- Reviewing site architecture and page hierarchy
- Monitoring page click depth and engagement
Generating qualified leads through Google Ads
For Wessex’s paid advertising, our focus is on driving targeted website traffic and phone call leads through Google Ads.
To ensure we’re reaching the most relevant people, we target product and brand-related keywords, like ‘commercial mowers’, ‘ATB flail mowers’ and ‘Wessex flail mowers’.
As with all of our client campaigns, our PPC specialists follow a monthly maintenance checklist to ensure the account structure is effective and that we maintain excellent ad strengths for each campaign.
This checklist involves tasks like:
- Regularly reviewing keyword performance
- Identifying new keyword opportunities
- Reviewing and updating ad copy and extensions
- Optimising the campaign bidding strategy and budget allocation
- Reviewing and optimising landing pages via A/B testing
- Researching and monitoring competitors
- Added negative keywords when identified
The result
Since we began working with Wessex International in 2019, we’ve helped drive thousands of additional organic and paid users through their website and generated thousands of leads via phone calls and form submissions.
Our SEO and PPC strategies have contributed considerably to their lead generation efforts across their UK and USA websites, and we continue to help them drive traffic, leads, and revenue through their website.
Check out the statistics below that show just some of our results over a 12-month period.
3,073
PDF downloads from organic & paid traffic
696
Phone call leads from paid traffic
15%
increase in traffic (compared to same period in previous year)
