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Case Study – Evesham Selfdrive

Case Study – Evesham Self Drive

The Brief 

April 2016 – Ian from Evesham Self Drive approached us to take over the full management of the website. Ian felt that he was not getting the most out of the previous webmaster. Evesham Self Drive also had a healthy daily budget to spend on Google Adwords. We were to optimise both the organic and paid traffic. 

Strengths and Weaknesses

The business was in good shape with a decent website. The text was very extensive but with a lot of repeat statement. The Adwords campaign was not optimised and a lot of keywords were bidding against the organic traffic which meant that it was competing with itself- this was costly and ineffective. 

Actions taken

We decided to redesign the website with new landing pages, better contact forms and many more images. Each type of vehicle had its own page and description. This increased the Click Through Rate (CTR) and reduced the Bounce Rate (BR) significantly. Since the redesign, we have seen an increase in traffic and most importantly a better quality traffic that has resulted in a stronger business. 

An important part is to discuss the results on a regular basis. I visit the business on a monthly basis and I explain the data in plain words. Car hire is a seasonal business and some months are better than others, though when you analyse the numbers and set targets then it can give you a clear picture of the health of the website and business.

Ongoing care

We constantly review the website and update key content. Through the webmaster tools, we understand the keywords and the searches that people find the business on. Equally, when we discover less performing keywords we try to work those in the content to make it a more prominent keyword.

An analytics report of the first month Webbees took over and three months later after optimising the website – it had fewer new users, though many returning users with an increased website interaction.
Search result on ‘Cotswold Van Hire’ Evesham Self Drive shows up on the second position, right after the competition.

Visit Evesham Self Drive >

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