eSafety

SaaS Case Study

Evenbound’s SEO + Paid Search Strategies Combine To Deliver Qualified Traffic and Leads in the Face of a Crowded Industry

As more and more industries turn to digital marketing to grow their businesses, the internet becomes increasingly crowded. While SEO has never been easy, these days it’s harder than ever for companies, especially SMBs providing a business-to-business product or service, to rank above their competition for the keywords and phrases they know will draw in qualified traffic and leads.

This case study examines how Evenbound helped one mid-sized B2B safety training company build the digital authority they needed to rank ahead of their competition. Our comprehensive digital marketing strategy, which made use of both inbound and outbound marketing tactics, delivered the following results:

%

Increase in New Users

%

Increase in Conversions

Total Conversions

Background

eSafety is an environmental, health, and safety consulting company offering a Learning Management System (LMS) that allows their clients to train and report on employee training online. The eSafety LMS is a useful, affordable training tool that eSafety continually updates to provide the very best training and functionality for their clients.

When eSafety came to Evenbound, they were feeling the competition of their industry. With so many LMS solutions available to the public, they were looking for ways to stand out from the crowd, and draw in the qualified leads they knew could help grow their company.

The Challenge

Building A Platform For Growth With A Comprehensive Digital Marketing Strategy and a New Website to Support It

Before eSafety began working with Evenbound, their website was not optimized for search engines and wasn’t working to convert leads. While they were interested in aspects of digital marketing, they didn’t yet have a comprehensive strategy in place that could draw in qualified traffic.

eSafety needed a website that showcased the unique capabilities of their LMS, setting them apart as an authority in the industry. They also needed a website that could work for them. eSafety wasn’t seeing much in the way of site traffic, either paid or organic, and their existing site didn’t have the capacity to convert any of the traffic they did see, into leads. Our challenge was to create a website that could stand out from the competition while supporting a comprehensive digital marketing strategy that would deliver the right traffic, and convert the right leads.

The Evenbound Strategy

Increasing Traffic and Leads with Search Engine Optimization and Targeted Paid Search Campaigns

Search Engine Optimization

Inbound Website Design

Conversion Optimization Tools

Extensive Keyword Research

Lead Capture

Targeted Paid Search Campaigns

Evenbound started by providing eSafety with a new, inbound-focused website that could function as a lead generation tool. With a responsive foundation in place, it was time to implement our keyword research for extensive search engine optimization and targeted paid search campaigns that could draw in the qualified traffic and achieve eSafety’s goals of increased qualified traffic and leads.

Following our review, we implemented the following digital marketing tactics:

Designed and launched a new, responsive website that fully supports a full suite of inbound marketing tools.
Completed extensive keyword research to identify the best paid, organic, and strategic keywords for eSafety’s new digital marketing strategy.
Developed search engine optimized website content that would help the eSafety website rank for organic and strategic keywords.
Deployed highly-targeted Google Ad and paid search campaigns.
Ensured high quality on and off-page search engine optimization.
Implemented conversion optimization tools like calls-to-action, landing pages, and content offers designed to capture qualified leads.

The new website succeeded in putting eSafety in league with their top competitors to rank for relevant strategic and organic keywords. With high rankings for those keywords, eSafety is now pulling in a much higher volume of qualified traffic, and their new conversion optimization tools are working to convert that qualified traffic into leads and prospects. Evenbound’s highly-targeted paid search campaigns are delivering the qualified leads that eSafety needs, at an exceptional value.

The Results

A Growth Platform Powered By Strategic SEO Delivering Qualified Traffic and Leads

Following the implementation of our comprehensive digital marketing strategy, eSafety is seeing remarkably improved traffic, coming from both organic and paid sources. Most importantly, the new website is working to convert that traffic into qualified leads that the eSafety team can contact and close. Our success is measured best by:

40% – Increase in new users
32% – Increase in sessions
75% – Increase in conversions
32% – Increase in conversion rate
1587 – Total conversions

Thanks to our ongoing on and off-page SEO efforts combined with a robust paid search strategy, our tactics are delivering a massive influx of qualified leads. The new eSafety website works to keep those leads on-site with relevant content and videos that answer those leads’ questions. Our conversion optimization tools, like calls-to-action, unique and optimized landing pages and attractive content offers contributed to a 74.7% increase in conversions in a year over year comparison. In the month of April 2018, eSafety saw 71 conversions on their site, while in April 2019 they saw 124. With the right traffic coming to their new site, and now with the capacity to convert those visitors into leads, the eSafety team has a remarkable opportunity to grow their company.

Evenbound’s comprehensive digital marketing strategy, which implemented best practices from both inbound and outbound marketing methodologies, delivered. eSafety now has the digital authority they need to stand apart from the competition, and their website is working to deliver the right leads directly to their sales team.

Serious Results. Serious Fun.

At Evenbound, we're all about helping our clients grow. We use inbound and outbound marketing strategies to deliver you the qualified traffic and leads you need for serious growth. And we have a lot of fun doing it.

Contact

hello@evenbound.com
616-215-0626

41 Washington Ave. #390
Grand Haven, MI 49417

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