Sodexo worked with Web Results to test the UK market for “Comfort Keepers” now known as “Prestige Nursing”, with the aim of improving efficiency and ROI of PPC as a channel and ensuring the website was optimised efficiently for search.
Sodexo are the 18th largest company in the world and, as part of their extensive portfolio, they have a global franchise operation that focuses on in-home care: Comfort Keepers, now known as Prestige Nursing.
Comfort Keepers/Prestige Nursing are home care specialists, supporting people within their own home with live-in and daycare services. The flagship UK franchise was launched in Worthing, Sussex and the organisation chose us through a competitive pitch as its preferred SEO & PPC partner.
What Were Their Objectives?
The brand needed to support their new centre with a mix of brand awareness messaging, local search dominance, recruitment and inbound lead generation.
The decision-making process for a client in this market is an average of 18 months, so the challenge was to engage with prospective clients at the start of their research phase, remain relevant and in front of all potential clients over this period. At the same time, it was critical that the brand was presented as the best choice for independent care at home services in the local region.
What Did We Do?
The first step in the digital marketing campaign was to improve the efficiency and ROI of the organisation’s PPC campaigns. Making each click more relevant, and each conversion more valuable, was critical.
This consultancy and management activity increased conversion rates, reduced click spend and created a healthy and results-driven PPC account.
We also provided extensive consultancy support to Sodexo and its web designers in order to build, and transition to, a new responsive site.
By making sure the new site was technically optimised for search, coupled with extensive ethical on-page optimisation and the provision of continuous digital marketing consultancy services, the site launch was a resounding success.
We built upon this strong foundation by implementing a focussed content creation programme and the development of a comprehensive social media and email marketing campaign.
The outcome of this focussed, ROI driven activity, was an efficient omnichannel marketing campaign that supported increased organic and paid clicks, improved conversion rates and significantly enhanced brand engagement across the organisation’s key target audiences.
What Were The Results?
Year on year organic search traffic increased by 105%, paid and organic goal conversions (enquiries) improved, not only in volume but also in relevance and quality. PPC click-through rates increased by 591% and the click conversion rates also improved by 46% year on year.
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