Eclipse Driving School started web marketing with White Chalk Road in January 2018. The company decided to part ways with a previous web marketing provider and partner with White Chalk Road to grow their business’s online presence through organic (SEO) and paid search (Google Ads).
Eclipse saw White Chalk Road as a transparent provider with a proven track record in improving Perth businesses online ranking, traffic and conversions. This was to be measured through online traffic, keyword rankings and visibility, conversions and overall performance of Google Ads campaigns.
"Eclipse Driving School have been with White Chalk Road for a couple years. We could not be happier, work increased almost immediately and after the first year we jumped 600% with bookings which enabled a growth in the number of cars we have on the road.Worth their weight in gold. Alex Hamilton is fantastic and easy to work with and puts amazing input into my business.5 stars all day long!"
Dave Butcher, Owner Operator of Eclipse Driving School
After discussions with Eclipse Driving School, White Chalk Road crafted a web marketing plan comprising both Search Engine Optimisation (SEO) and Paid Search Advertising (Google Ads).
SEO is the cornerstone of successful online marketing campaigns as it gives businesses a long-term approach and gradual long-term benefits to improve the overall authority and organic rankings of the website.
Google Ads allows business to reach targeted customers and can be switched on and off depending on seasonal changes and changing budgets. It also allows more location-specific targeted advertising.
White Chalk Road recommended that Eclipse Driving School use both SEO and Google Ads together for the best chance at directing traffic towards their website and generating conversions.
To ensure Eclipse Driving School’s website was as SEO and user-friendly as possible, we performed an in-depth technical SEO audit. From this audit, we drafted key recommendations and changes to improve the website. Working with Eclipse and their development team, we’ve implemented the changes to improve website speed, onsite optimisation, user-friendliness, boost conversions and more.
Eclipse understood the existing content and formatting made it difficult for their customers to engage with the business. The duplication of content across tens of pages on their website was also reducing their opportunity to provide fresh, interesting and appealing information to site visitors.
White Chalk Road worked with Eclipse to draft up new website content, provide SEO optimisation and implement the new web pages onto the Eclipse Driving School website. We also worked on key conversion pages to help improve the user-journey and increase overall conversions through improved content.
New optimised meta titles and descriptions were also implemented to make sure all key landing pages were SEO friendly and appealing to potential customers arriving via search engines.
White Chalk Road runs multiple campaigns for Eclipse Driving School to target specific keywords and geographic locations across the greater Perth area. The campaigns performed considerably better than previous results, with cost-per-conversion and cost-per-click both dropping considerably.
With ongoing optimisation, Eclipse Driving School have continued to grow the number of clicks and conversions with a similar budget for many years in a row.
With organic rankings, traffic and conversions jumping substantially in just the first few months, our combined efforts in content creation, onsite optimisation and technical advancements have paid off. Since then, Eclipse Driving School have continued to grow their business working along-side White Chalk Road for many years.
Stats: May 20 – Apr 21 vs. previous year
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