The objective was to increase phone call bookings and enquiries. Sports Focus also wanted to drive more traffic to their website, grow their visibility online and drive more users to the contact pages.
We adopted a dual approach to meet the objectives. We ran PPC advertising campaigns for each of the Sports Focus locations to increase demand for bookings and boost brand awareness. Our aim was to get more customers calling Sports Focus through their SEM ads.
In parallel, we conducted SEO on the website to boost Sports Focus’ presence in search engine results. We conducted research into the industry and their target audience to determine the best keywords to target. We then ensured that all the site’s content was optimised to rank for these keywords. We conducted weekly SEO maintenance to monitor how the website was performing.
We also ran CRO heatmapping to determine if the website layout was optimised for conversions. Using the data gathered, we would make monthly adjustments to the website based on what visitors were looking for the most.
Additionally, we setup a management reporting system in Google Analytics to track conversions and awareness from the above marketing activities, and the associated organic search, direct and email marketing channels.