Safety By Design is a full-service safety consulting firm that works directly with management to maintain overall effectiveness. The company offers in-person and online safety training, safety staffing services, administrative support, and even turnkey safety management packages for its East Texas-based clients.
MARION began to implement a new marketing plan for Safety By Design in January of 2018. The goal was to increase year-over-year sales and position Safety By Design as the leading provider of safety training and management in Houston, Texas. Once established as a leading Houston brand, the company would have the flexibility to branch out into other fast-developing Texas cities.
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MARION’s B2B marketing strategy included several digital marketing campaigns including a new web design in May of 2018, ongoing search engine optimization (SEO), pay-per-click (PPC), and strategic digital advertising.
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In May of 2018, the new website was launched by MARION. The new WordPress site was friendly for marketers and users and facilitated the speed and SEO requirements for attracting new visitors.
Traffic levels during the first six months with the new website design compared to the following six months experienced a 229% increase in users to the Safety By Design website.
The SEO strategy consists of on-page SEO, off-page SEO, local SEO, and ongoing content marketing. During the first six months with the new website design compared to the six months following, the SEO strategy garnered over 9,400 users to the Safety By Design website. This equates to a 222% increase in new organic users and 145% increase in marketing goal completions (service form submissions, calls).
The increase in organic traffic is largely due to the increase in relevant keyword rankings. In December 2017, the Safety By Design website was ranked for a total of 28 keywords, four of which were on the first page. By May of 2019, the site was ranked for 1,576 keywords, 154 of which were on the first page. That accounts for a 450% increase in page one keywords. At the time of this writing (two years after site launch and ongoing SEO), the website is ranking for 404 page one keywords – or a 1,343% increase in just two years.
In addition to improved traffic and lead generation, the Safety By Design website ranks locally for several key phrases. These keywords include page one rankings for “safety consulting Houston,” “Texas safety consultants,” “safety companies,” “industrial safety management,” “safety training Houston,” and more.
During the first year with the new website design compared to the year following, MARION was able to improve targeted PPC traffic by 368% while increasing the goal completions by 1,033%. This means the goal conversion rate drastically improved due to ongoing optimizations across paid search campaigns.
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