David Barber provides specialist Occupational Health services in and around the Midlands, striving to look after the safety and wellness of the working population. They originally approached us looking for a new website, and upon deciding how best to work towards their goals, went on to outsource their digital marketing to us, to grow their online identity further.
David Barber Occupational Health had previously never explored digital marketing, so came to us with two goals; to make them more visible online and to generate more leads. Knowing that the David Barber team had little experience in digital marketing, we wanted to educate them, and keep them fully informed on the actions we planned to take and the positive impacts these would have.
Before any digital marketing work went underway, the first part of our project was to create a brand new WordPress website for David Barber that fully showed off their expertise and dominance within the industry. We worked hard to present them as a fully rounded occupational health service, designing a very clean and modern site that fully adhered to their brand guidelines. Because they hadn’t worked on their online presence previously, it was key we created a site that gave us a strong foundation to build their digital marketing off from. Part of this was creating a technically sound website, that is fully in line with best SEO practice.
We knew our main goal was to drive traffic to the new site and increase conversions, therefore it was key our strategy was focussed around this. However, the market we were targeting was extremely niche and dominated by large name competitors – so we knew it was going to be a tricky task. We decided we needed a fully rounded digital marketing strategy that encompassed elements of SEO, PPC and Conversion Rate Optimisation (CRO) so that we could be sure to meet David Barber’s goals.
Our SEO efforts were initially focussed around content creation; this involved creating a priority keyword list which contained all the keywords relevant to their business, industry and services they offered. From here, we could look to bolster content on the site, create additional service pages and create blog posts that were centred around keywords with a high search volume. In doing this, we could capture more of the niche market that was searching for these keywords, and therefore drive more traffic to the site.
So we were driving more traffic to the website, great, but the next step was to get this traffic to convert and increase conversions for David Barber Occupation Health. We undertook an in-depth conversion analysis across the site, using tools such as Google Analytics and HotJar to assist our findings. From here, we added more accessible contact forms, made more overt CTAs and generally looked to improve the way users navigated the site – so that is was fully geared around conversion, so far we have managed to boost conversions by well over 100%.
As part of our fully rounded digital marketing strategy, we forecasted that using paid advertising would be effective in capturing this niche market from the source. We ran 3 different forms of paid advertising, using Search, Display and Native Advertising. Doing so enabled us to explore a range of avenues to best target DBOCC’s niche audience.
As part of our monthly tasks, we put time into optimising the campaigns, looking for additional keywords to target, fine-tuning ad placements, adjusting ad copy and seeing how we could best optimise our bid strategy. Using paid advertising really helped to drive additional relevant traffic to the site, and worked towards achieving David Barber’s goals. Using paid advertising now accounts for around 20% of overall traffic on the site.
"Having never invested in digital marketing before this was a real risk for us. I'm pleased to report that not only is our entire online presence better, we're generating leads"
David Barber, Managing Director
Part of The Digital Maze Group