Background
Wentworth People are a Singapore and Sydney based business and management consultancy. They provide leadership and team-building consulting services to large corporates. As such they were needing a fresh approach to managing their existing content and freshening up and optimising their content so that it worked harder for them, creating more conversions.
On-site content optimisation, PPC campaigns, landing pages and content audits
I used social listening tools to examine the impact of their brand on conversations currently taking place about business consulting, leadership consulting and other keywords. I also used Google Analytics and Hot Jar to analyse the effectiveness of their page content and how its relative positioning on the page could improve conversion. I also looked at the most popular social posts and pages on the site.
From this data I was able to glean that the best way forward in terms content topics, based around the popularity of topics with their audience. From the analytics data is was possible to extrapolate that the most popular pages were buried deep within the 3rd level pages and were not easily accessible with one click from the main menu. I worked with a web developer in order to optimise these most popular pages and turn them into stand-alone landing pages. With some keyword research, I found some long-tail keywords which we could insert naturally into these landing pages and use in PPC ad campaigns.
We created two versions of each landing page and split test them according to the copy and tracked these using Google Analytics to examine their effectiveness.
I also put together a changed navigation based around the most visited pages on the site and optimised the positioning, design and copy for the call to action on each of these pages to generate a higher conversion.
After split testing the effectiveness of these pages, the page with the highest conversion rate were implemented and the site was performing and achieving a 30% increase in conversions after the on-site content and design optimisation.
Website copy and conversion rate optimisation
White paper: Wentworth People
