Scott Fraser Training

digital marketing strategy & website redesign

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The situation

Scott Fraser Training provide training courses within the Tree Surgery and Arboriculture sector from their site in Lamberhurst, Tunbridge Wells. Their aim was to grow their online presence, increase online traffic and gain more course bookings through their newly designed and developed website, something that we previously built for them.

The solution

After completing thorough competitor research and analysis we came up with a Digital Marketing strategy that focused on driving more clients to book more courses via the website.

Throughout the campaign period, we have optimised various keywords within the site to increase visibility within Google. We also performed regular technical site audits to assess areas of the site that needed work, such as metadata, which was subsequently rectified by updating and changing meta titles, descriptions and tags. During these periods we also checked for broken links and page errors which were in turn corrected. We ran test on Google Pagespeed Insights when viewed on mobile and desktop and performed tasks such as image optimisation to ensure every user was having the best possible experience, whether on desktop or mobile. Another useful task we undertook was backlink research on Scott Fraser’s competitors, which provided us with useful, current information on where competitors are succeeding in acquiring links. Off the back of this task we set about link building and communicating with local businesses and events. Throughout the campaign we have monitored and updated the content within the website, ensuring that it was current, relevant and interesting. This included ensuring a monthly blog post was being updated and optimised with suitable keywords.

The results

We have seen an increase of 27% in the Goal Conversion Rate over a 6 month period and a fantastic increase of 37% in Goal Completions month on month, which we are very happy about. One of our main goals was to rank on page#1 for relevant keywords, which we have now achieved with the keywords ‘chainsaw courses’, ‘chainsaw courses sussex’ and ‘emergency tree work’ which has greatly improved their visibility within Google. We have also seen the bounce rate drop by 30% year on year and pages per session increase by 35%.

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