- Date: 2017
- Client: Fireplaces Company Website
- Location: Battlesbridge, Essex
What we did
Phoenix Fireplaces are suppliers, as well as offering an installation service, of premium fireplaces and stoves. They have a showroom and wanted to get more people in store as well as making enquires online. Their website was beautiful, but it focussed on large photos of designer fireplaces and not on converting visitors into leads.
Our challenge was to connect the website to their physical showroom as this is where the selling and collection of products take place and they had no wish to sell online.
We began with some initial keyword research to see how well they were doing in the search engines and if there was room for improvement. They had a fairly decent amount of search volume for their company name, and were already ranking at #1 for it. Because of previous SEO work, we had carried out, they were also ranking well for their two main keywords.
We discovered there was more search volume for more general terms related to fireplaces and stoves that we knew they could take advantage of.
During our research process, we identified who and where Phoenix Fireplaces customers hang out and what they wanted from a website. But we were dealing with a very tight budget, which put Facebook and Google ads out of reach. We knew people had to see the fireplaces but they also required product information and a way to purchase, as well as seeing for themselves what a great job Phoenix do when they install fireplaces and stoves.
The best solution for Phoenix Fireplaces was to take photos of the installations they carried out, and to film the fires working. They would then share these on Facebook and link back to the product on their website.
We knew we could get a higher conversion rate through their website if they had individual product pages in a standard ecommerce style layout, and they needed a message that would be seen straight away and spelt out what they do.
We implemented a standard ecommerce website layout which enabled us to take advantage of individual product pages so we could target more keywords within the search engines and get more of Phoenix's website pages listed in the search results.
By making these changes we reduced the friction customers experienced by providing product details and how to buy. They were also able to email the product to themselves or share with friends on social media.
On Going Work
We continue to measure results, and look for SEO opportunities while updating products as and when needed. We also host their website on our servers and provided them with our content manager.
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Websites are a hub for all your business activities
from online stores, booking systems, and calendars, to generating revenue, nurturing a community of fans, and promoting your brand. A website is the centre of any business that wants to survive in the online world. You can't afford not to have one.