Our strategy for this school for troubled boys initially focused on increasing the organization’s ranking both in organic search and pay-per-click (PPC) advertising. We needed to ensure that parents or guardians looking for help could find the school easily, and their prior marketing firm had been unable to produce good results.
Within three months, we had helped them increase web traffic by 400% and qualified leads by 500%, while concurrently lowering their PPC spend on competitive keywords by 90% thanks to a greatly improved organic ranking. Getting more people to the site was not enough, however. Using our knowledge of customer psychology and website analytics, we were able to help them increase their conversion rate and turn more traffic into leads. From there we used an engaging and educational drip marketing campaign to inform parents about available services, costs, etc. so that a follow-up call from a sales rep was more productive.