Bay Environmental Strategies is a full-service environmental, health and safety (EHS) consulting company located in Green Bay, Wisconsin. They specialize in project support and leadership to manufacturing, mining and real estate development.
Bay Environmental Strategies approached our team at Webfitters in pursuit of improving the overall quality of their website and generating quality leads through their website. We started our discovery phase with a complete health audit which allowed for an understanding of how their website was originally performing.
Upon performing this audit, we found technical issues related to poor strategic search engine optimization which was causing the site to be poorly ranked. We also discovered that the website did not contain an SSL (secure socket layer) certificate, which is one of the most vital certifications Google looks for when ranking websites (lack of SSL can also be a major deterrent to users). Lastly, Bay Environmental Strategies had been utilizing Google Advertising without extensive knowledge on how to effectively use it, so their campaigns were suffering from a lack of strategic planning.
Our goal was to optimize the site for search, clean up the technical issues occurring on the site, and then re-work their Google Ads campaign to drive more traffic and ultimately more conversions through the site.
First and foremost, it was important to make sure that the website contained an SSL certificate. Any SEO enhancements would be devalued if the site was not secure. Once the SSL was in place, we could dive in to the rest of the project.
Extensive keyword research was conducted for both organic and paid values to identify which keywords would help the site improve ranking and authority for their services. We developed a master list of quality keywords based on each keyword’s search volume potential, competitive environment, and relevance to the site. By doing this, we were able to determine which keywords would have the most impact when placed in meta titles and descriptions, header tags, and the page copy on each page.
After finalizing the SEO foundation, we built updated landing pages that demonstrate the array of services Bay Environmental Strategies has to offer. The addition of landing pages further optimizes the website to generate a higher traffic volume along with an improved user experience.
Once our Marketing Team optimized the site to capture quality organic traffic, we were able to improve upon their existing Google Adwords campaign. The new ad campaign is able to effectively target additional strategic locations from site traffic data displayed through Google Analytics. After launching the new Google Ads campaign in July 2020, conversion rates have increased by 650% from the first half of 2020.
Screen Shot from Bay Environmental Strategies Google Ads Performance
Webfitters is continuing to monitor Bay Environmental Strategies' traffic numbers and conversion rates, and has been providing them with Digital Marketing strategy. If you're interested in learning how we can improve your online presence through strategic digital marketing, contact us today!