A specialist office furniture company, delivering in London and Northampton, the client had an enviable reputation and client base visiting their showrooms, but they were struggling to develop the e-commerce side of the business.
Initially the target was to simply increase traffic volumes to the website; however, it subsequently became clear that a new site was required. Initially a limited budget was available for digital marketing. In an extremely competitive marketplace trying to repeat their bricks and mortar performance in a digital environment continues to present a major challenge.
A number of different approaches have been employed, utilising traditional paid search ads to a keyword base designed to promote preferred products; a merchant centre linked to Google shopping to allow for dynamic search and display network to expand and reinforce the brand.
Numerous experimental campaigns have been created to prove and disprove the value of unique search based on feedback from showroom clients.
Traditional link building and content re-writes have been implemented to improve the organic ranking for a highly selective list of keywords defined as valuable by the Client.
We have worked closely with the Clients web development team to completely re-design the website using analytical profiles sourced from the organic, paid, direct and referral traffic. The new site (still in development) will have a completely revised navigation and architecture designed to simplify the user route through the website.
Additionally we have advised the Client on methods to improve their rating approvals and allow them to compete with the national companies that directly target their areas of operation.
In a market as vibrant and dynamic as Office Furniture in a major conurbation such as London there is no absolute solution, instead the challenges are constant, ongoing and ever-changing, requiring regular liaison with the client to decide on short medium and long term goals.