TTFS » Online Marketing Case Study

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The challenge for TTFS

The Temporary Fencing Shop began their web marketing journey with White Chalk Road in July 2018 with a want to increase organic traffic and online conversions.

TTFS had numerous Google Ads campaigns running which were consuming a lot of the company’s budget for such marketing. White Chalk Road took over the management of TTFS’ Google Ads and created an SEO strategy that would work hand-in-hand with their Paid Search. In December 2019 TTFS migrated their website from www.temporaryfencingshop.com.au to www.ttfs.com.au.

With the main keyword being removed from the domain name, we have worked extensively over the years to build both onsite and offsite content to achieve great results.

"Since White Chalk Road took over our SEO and Paid Search Advertising 3 years ago we have seen some great results. The online marketing strategies they have put in place have increased both traffic and conversion rates while reducing our advertising spend."

Steve Wood, Sales Director

The process

White Chalk Road put together a structured web marketing plan for TTFS which included both Search Engine Optimisation (SEO) and Paid Search Advertising (Google Ads).

We recommended placing focus on both as SEO is a fantastic long-term strategy to build traffic organically. Paid Search, on the other hand, will help to continue to bring in quality leads whilst we build on SEO.

In December 2019, when TTFS changed their website domain name from www.temporaryfencingshop.com.au to www.ttfs.com.au, White Chalk Road worked collaboratively with the web developer, Kate Hall Creative, to ensure a smooth migration process.

SEO strategy
After the technical audit was complete and the issues were fixed we commenced a content audit of the entire website. During this process, we highlighted what keywords each page will be autonomously focused on and began copywriting relevant content.

TTFS has a number of different products which we grouped into the appropriate overarching topic and ensured all metadata, descriptions and urls were optimised for each page.

SEO copywriting
A key goal for TTFS was to increase organic traffic. To ensure we achieved results we put together a topic cluster content strategy.

Topic clusters are simply groups of content that collectively cover a broad topic area. White Chalk Road worked collectively with TTFS to determine what their key topic areas were. From there, an ongoing content strategy of onsite and offsite blogs was created and continues to be executed.

SEO copywriting
White Chalk Road took on the management of TTFS’ Google Ads from the get go. The goal is to build on the number of conversions whilst minimising the overall budget. Through the addition of new campaigns, monitoring existing campaigns and numerous adjustments, White Chalk Road continues to achieve fantastic results for the temporary fencing supplier.

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The results

TTFS has seen fantastic results both organically and via paid search. Through White Chalk Road managing the business’ Google Ads campaigns, the Google Ads spend has been reduced by 51.54%, whilst increasing overall conversion rate by 84.45% and reducing Cost Per Conversion by 30.46%. As expected SEO was a slower process, however one that was worth the wait! TTFS have seen a 50.16% increase in organic traffic and a 148.93% increase in organic conversions.

Stats: Jul 2020 – Jun 2021 vs Jul 2017 – Jun 2018

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