CLIENT:
National Landscape Maintenance Franchise
CASE STUDY TERM:
Sep 2010 – Dec 2012
BACKGROUND:
Ranked as one of the fastest growing commercial landscape franchises, this company serviced businesses through over 220 franchise locations across the U.S. Client had a goal of greatly increasing traffic and subsequent sales at the local franchisee level.
THE GOALS:
To use SEO and website modifications to increase traffic and lead generation to each location
To create local business listings and social media tools to further generate traffic at the local level
THE STRATEGY:
When designing the marketing strategy, our team performed in-depth analytics research on the website and uncovered several opportunities to improve visitor experience. Additionally our experience and research uncovered a huge opportunity in creating fully optimized local business listings in Google Places/Maps, Yahoo Maps, Manta, etc., as well as social media. We created Google Maps listings for every franchise location with a physical address and a Facebook business page as well.
The complete strategy included:
- SEO
- Website updates with special focus on franchisee landing pages
- Creation and optimization of local business listings for each franchise location
- Creation and optimization of social media tools for each franchisee
THE RESULTS:
The updated pages and addition of optimized business listings and social media started immediately generating increased traffic. In Sep 2010, with 224 locations, landing page visits totaled 1247 with each location averaged about 6 visits per month. One year later, landing page visits for Sep 2011 were 5848 with each location averaging over 26 visits per month. In Sep of 2012, landing page visits were 6327 with each location averaging over 28 visits per month.
