Case Study – Increasing Website Traffic

Client : Will It Make The Boat Go Faster?

Discover how we improved website traffic by 61% and increased leads by 80% with a new website design for this client.

The Brief

Will It Make The Boat Go Faster? is a Performance Consultancy founded by Olympic gold medal winning rower Ben Hunt-Davis MBE, and his partner, Tom Barry. The company works with entrepreneurs, medium-sized and large organisations, helping them to build stronger teams and improve their business performance, using the principles and strategies outlined in the original book of the same name. The company has ambitious growth plans and increasing leads from website traffic is a key part of achieving these plans. They commissioned us to increase this traffic through a combination of a website redesign, regular blogging activity, email campaign management and social media activity.

What we did

We looked at the existing website from the point of view of their target audience. Did it answer their questions and their expectations if they had arrived here from either a web search or via a link we had distributed through our social content? We concluded that there was not enough information about the products and services on the existing website. Furthermore, it was difficult for potential clients to take the next step from the service pages that did exist. Their only option was to navigate to the generic contact form. There was no way of requesting more information about a particular product or service via a dedicated path.

This also made it difficult to refer traffic to these pages from social media platforms as there was no obvious next step for a visitor to take after reading a case  study or about a product or service.

We resolved this problem by taking a number of steps. Firstly we created a number of problem-response questions that sit near the top of the homepage – questions which we believe our audience are looking to answer. They refer to the benefits of each service, rather than their features – a key objective if your marketing content is to resonate with your intended audience.

We also added contact forms on each of the product and service pages that allow visitors to request more information on a particular service without having to leave the page or construct their own message. This substantially improved the experience for visitors arriving directly on these pages from search engines or social media platforms. These pages were also copywritten to maximise their Search Engine Optimisation to bring in the maximum possible traffic from Google and other search engines.

The results

Over the six months since the project began, traffic to the Will It Make The Boat Go Faster? website has increased by 61%. Traffic levels from the key social network of LinkedIn have increased by 45% and, crucially, the average session duration of this traffic has trebled – demonstrating that the new website better meets the needs of these visitors.

Traffic is continuing to increase steadily month on month as we continue to write and publish more highly optimised blogs, a key SEO strategy. Combined with our work on social media and email marketing the website redesign has increased the number of monthly leads received by Will It Make The Boat Go Faster? by 80% since January.

Want to know how we can do the same for your website? Contact our digital marketing experts today for details on how you could refine your website to increase the leads your business receives.