Fencemakers - Online Marketing Case Study

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The challenge for Fencemakers

Fencemakers is a provider of custom-designed and built fencing and gates in Perth, supplying to both the commercial and residential markets. Their gates and fencing are 100 per cent Australian-made, using locally sourced materials crafted by qualified tradespeople in Perth.

To reach both the residential and commercial markets, Fencemakers required an SEO optimised website with a strong emphasis on user experience to appeal to both markets. With audits completed by the White Chalk Road team, and an ongoing content strategy, Fencemakers have continued to boost online conversions.

"The results we have achieved through our new website have far exceeded our wildest expectations. White Chalk Road was actively involved throughout the website design and creation process. With their help we were able to create a website that is both functional and informative for potential clients, and that was structured to rank well from an SEO perspective. Ultimately, we have seen a tangible increase in targeted enquiry which has forced us to increase sales staff."

Matthew Suter, Managing Director

The process

To improve search engine rankings for Fencemakers we had to ensure that the website structure was optimised from an SEO point of view. We worked closely with their web designers from the beginning of the project and were actively involved throughout the process to ensure the site was built with business objectives in mind.

We performed a technical SEO audit and provided recommendations and guidelines on how to improve the site and its power to convert visitors into sales leads. By assisting in the consultative process with Fencemakers’ web designers we set the foundations for a successful SEO strategy.

Technical SEO
Before the new website was launched we carried out an SEO content audit of all existing content to understand which pages needed to be refreshed, as well as to identify the gaps in content where additional Fencemakers’ products were not covered within existing pages. We then created a plan and timeline to refresh or write new content for the website before the go-live date.

SEO copywriting
Following research, we created a blog management content plan which would provide timely and useful information for Fencemakers’ customers and potential customers. This included design tips, seasonal advice, information to help in choosing fencing materials and other broader but related topics.

The purpose of the blog was not only to keep the website updated with fresh content for SEO purposes and bring in longer-tail keyword traffic but also to provide Fencemakers’ clients with a value-added service, demonstrate Fencemakers’ knowledge to build trust with potential customers and position Fencemakers as thought leaders in their industry. With Fencemakers’ input we wrote, optimised, posted and promoted the articles monthly.

SEO copywriting

The results

Following the technical audit, content audit and ongoing content marketing plan, Fencemakers have continued to improve traffic and conversion figures. Additionally, the Paid Search campaigns continue to bring in many qualified leads to their sales staff.

Overall, both White Chalk Road and Fencemakers are very pleased with the results.

Stats: Jun 20 – May 21 vs. previous year

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