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Trace Basements
Summary
Challenges
Trace Basement Systems was struggling to rank for key terms related to their services. Their website wasn’t optimised for search engines, which meant they were missing out on potential customers actively searching for basement repair solutions. Visitors who did land on their site were leaving quickly. The website wasn’t engaging, and the user experience was poor, which hurt their chances of converting visitors into leads.
Even when visitors stayed on the site, few were filling out contact forms or calling for a consultation. The leads they were getting were often unqualified, which wasted their sales team’s time.
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Our services
SEO for the future
Future proof their business online for search
CRO for quality leads, not quantity
Tuning their sales funnel to generate higher quality leads
Website development
Website development & support in Webflow
Continuous optimisation and analysis
Working on monthly optimisation to keep Trace moving forward
Project details
Strategy and Execution
SEO Overhaul
Higher Ground began by conducting an in-depth SEO audit to identify weaknesses in Trace Basement Systems' website. The audit revealed several critical issues:
- Keyword Gaps: Trace Basement Systems wasn’t ranking for many relevant keywords, especially long-tail keywords that could bring in highly targeted traffic.
- On-Page Optimisation: Key pages were missing meta descriptions, title tags were poorly optimised, and content lacked keyword density and structure.
- Technical SEO Issues: The site had slow load times, broken links, and wasn’t mobile-friendly—factors that were hurting their search rankings.
To address these, Higher Ground implemented a comprehensive SEO strategy:
- Keyword Research: They identified high-intent keywords relevant to Trace Basement Systems' services and integrated them into existing and new content.
- On-Page SEO: Higher Ground revamped the website’s content with optimised headers, meta tags, and internal linking strategies. They also created informative blog posts targeting specific problems homeowners face, such as “How to Fix a Leaky Basement.”
- Technical Fixes: They improved the website’s speed, ensured it was mobile-responsive, and fixed all technical SEO issues.
Conversion Rate Optimisation (CRO)
With more traffic coming in, the next challenge was to turn that traffic into leads. Higher Ground focused on improving the website’s user experience (UX) and making the conversion process as smooth as possible:
- Landing Pages: They created dedicated landing pages for each service, designed to drive conversions. These pages had clear calls to action (CTAs), strong visuals, and customer testimonials to build trust.
- Lead Capture Forms: The contact forms were simplified to make it easier for visitors to reach out. They also added strategic CTAs throughout the site to guide users towards taking action.
- A/B Testing: Higher Ground ran A/B tests on different elements of the site, such as button colors, headlines, and images, to see what resonated best with users and led to more conversions.
Content Strategy
Content played a crucial role in driving both traffic and conversions. Higher Ground developed a content calendar that included:
- Educational Blog Posts: Regularly published articles that addressed common questions and concerns about basement issues, which not only drove organic traffic but also positioned Trace Basement Systems as an authority in their field.
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Results
The results were nothing short of impressive:
Increased Organic Traffic: Within six months, organic traffic to Trace Basement Systems' website increased by 150%. They started ranking on the first page for several high-intent keywords, bringing in a steady stream of potential customers.
Lower Bounce Rate: The improved UX led to a 35% reduction in bounce rate, indicating that visitors were more engaged and spending more time on the site.
Higher Conversion Rate: Conversion rates improved by 60%, with a significant increase in the number of qualified leads. The sales team reported that leads coming through the website were not only more plentiful but also more likely to result in a sale.
Conclusion
By leveraging a targeted SEO strategy and focused CRO efforts, Higher Ground transformed Trace Basement Systems' digital presence. What was once a stagnant website became a powerful lead generation tool, driving high-quality traffic and converting visitors into valuable sales leads.
For businesses in competitive industries like home improvement, this case study demonstrates the importance of a well-rounded digital strategy. With the right expertise, even a small business can dominate its niche online and see substantial growth in revenue.
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We use User Experience (UX) design & Conversion Rate Optimisation to ensure your digital strategy focuses on what matters to your customers.
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