A legal research firm ‘xxxx’ based in the US (name not disclosed due to NDA Agreement) had very low traffic and almost no leads from the website. The problem was serious as the company was heavily dependent on online marketing for lead generation which was affecting its bottom line.
A Broad Overview of the Problem
The website had problems at various levels. It did not just look unattractive in terms of design and layout; it also had a poor navigation structure. A more coordinated approach was needed to solve these issues. We categorized the problems in three broad categories: technical, architectural, and content-related.
Challenges
There were 3 types of challenges:
How We Achieved the Objective
Initially, we focused on putting the basics of SEO in their place such as optimizing title and meta descriptions of different pages.Our aim was to bring about incremental changes in all aspects of the website and this is what we did:
These steps helped us improve the search engine ranking of this website. Once this stage was over, we worked on the landing page of the website. It was in a poor shape both in terms of design and content. The message from the headline and the bodycopy was not clear at all. Apart from that, the form was extremely long and locating the call–to-action button was also difficult. We took the following steps to improve the landing page:
Result
The effect of these changes was obvious. We witnessed an improvement on all parameters such as page visits, page views, bounce rate, and conversion rate. The conversion rate increased by a whopping 500% and the website traffic almost increased 4X. This became possible due to a well-oiled digital marketing strategy
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