Cestrian Tree Care

During our audit, it became clear that Google Ads had potential to work but their website wasn’t optimised to convert from PPC. However — We had agreed to launch with PPC to initially gather data, while planning to re-build their website once data had confirmed our insights.

Within months, data had confirmed what we had anticipated: optimal performance was limited by having a weak website experience — with high bounce rates (percentage of website visitors exiting the website without taking action) and low on-site times (visitors just weren’t wanting to stay on the site to learn more), both signalling missed opportunities from marketing.

1. PPC

• Built a tightly structured account, grouping services into ad groups to ensure that user intent was matched and intending to improve on quality scores.
• Segmentation with geo-targeting, to enable a tailored approach to copy — improving any click through rates, and then also conversion rates.
• Pro-Actively managed campaigns refining keywords, and audience segments — ensuring to capture only high-intent traffic, and filter out any irrelevant searches.
• Enhanced any copy on ads to improve on relevance, and quality score, as well as, conversion rates. Adjusting to seasonality to capitalise on peak periods.
• Identified, and then introduced emerging trends — scaling what worked to reach more customers.
• Adjusted any bids in response to trends and seasonality to optimise for ROAS.
• A/B Tested to uncover a top performing element.

2. Website – Built for Conversions

For a service-based business like Cestrian Tree Care, it is important that customers feel informed, reassured, and confident to make an enquiry. The previous website wasn’t achieving these points, so we worked to build a brand-new conversion focused website.

Our optimised website included:

• Creating five core service pages, replacing a single generic service page. This not only improves clarity for customers, but also significantly strengthened performance of PPC — increasing on relevance, boosting of Quality Scores and lowering of CPCs, which all ultimately improved on ROAS.
• Mapping a clear customer journey, to guide users seamlessly from section-to-section and page-to-page.
• Designing a gallery of before-and-after projects to demonstrate their credibility thus trust, which showcases the transformational impact of Cestrian Tree-Care.
• Implementation of conversion rate optimisation (CRO) to optimise for conversion, whilst also delivering optimisation across desktops, mobiles and tablets.
• Also – During our build, On-Site SEO was undertaken to support our recommendation to create individual service pages. This helped capture relevant organic search, with keyword focused content.