Website Content Case Study
New content on roofer’s site increases conversion rates by almost 700%
In 2012, The Writers For Hire created and posted 77 pages for a prominent Houston-based roofer. We also maintained two Google+ profiles (one for their Dallas and one for the Houston location).
Pages and G+ posts were written with two goals:
- increase client’s search engine rankings
- increase website visitor-to-lead conversions
Both website hits and website conversions increased dramatically in 2012 compared to the same time period in 2011.
There were only 457 website visits from August 2011 to December 2011. After the new content was added, there were 1685 visits from August 2012 to December 2012. This is a 268% increase in visits. (See figure top left.)
More importantly, the new content was able to greatly increase conversion rates on the site. The chart below shows the goal completions for the second half of 2011 (in orange) vs. the second half of 2012 (in blue). A goal completion means that someone filled out a form on the website.
Since The Writers For Hire put up the new content, the goal completions rose from 7 to 54 (an almost 700% increase). Please note these stats do not include calls, which also showed significant increases in volume after the new content was added.
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