Case Study: Comms Room Services

CRS took an underperforming and misconfigured WordPress site to a highly-engaging lead generation machine with a little help from BSpark and TMC.

The Problem

BSpark was approached by Lance Hiley of The Marketing Centre to carry out an assessment of the existing CRS WordPress website. Helen Allingham, Lance’s client, had been concerned that the site had begun to experience a tail-off in performance, gradually delivering fewer leads and site visitation had entered a prolonged phase of serious decline, despite an increasing monthly PPC budget.

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"BSpark’s strength lies in working closely with third parties such as marketing consultants, designers and technologists, forming closely-knit relationships with them and the client team so helping to deliver extraordinary results and value in very short order."

Lance Hiley, The Marketing Centre

The Solution

BSpark’s analysis identified a number of problems with broken navigation and a lack of redirects contributing to usability issues. These issues were resulting in many pages falling out of SERPS affecting performance against a host of critical keywords.

A strategy was put in place to carry out an initial site rescue involving work to fix navigation and structural issues and to make sure that the WordPress core and plugins were rationalised and fully updated and site security improved.

The site was quickly stabilised as a result of BSpark’s intervention and several important pages began to return to organic rankings for several of the main target keywords.

Following a period of stable operation and testing, it became clear that the current site would not support the adoption of an effective inbound methodology and consequently the decision was taken that TMC and BSpark should develop a replacement site that would build on the old site’s evergreen content with the addition of case studies, testimonials, videos and more user-focused content together with a new structure utilising stronger and more prominent calls to action.

BSpark and TMC were keen to utilise pre-existing design work (partially completed and paid for by CRS) in order to jump start the process and save the client money. The design, based around a strong corporate identity, was incorporated into a bespoke WordPress theme built on the Gantry framework from RocketTheme which it was agreed would provide the flexibility needed to support a demanding brief.

The Outcome

The work carried out to a tight schedule enabled the rationalisation of CRS’ keywords strategy with much more emphasis on organic keyword ranking and a reduced monthly PPC spend without sacrificing effectiveness.

As part of the build and deployment, BSpark took the opportunity to help the client to tidy up their hosting resources and domain strategy. This delivered considerable operational savings as an additional benefit which more than paid for the monthly Basic Support package that helped ensure the ongoing security, stability and integrity of the website. Following its successful relaunch, the site was extended with new functionality, including Live Chat, eventually contributing to a successful business exit in late 2017.

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