Breathing New Life Into a Non Performing Web Site

Web Intermediary, A Practical Case Study

·         Site objective, Information and lead generation

·         Company type, Kitchen Design

·         Location, London Central West End

·         Target market, ‘High End’ clients and property developers

·         Mature Business in Excellent Location

The Web site owner had become disenchanted with the web site, neither he, nor as far as he could tell any of his potential clients looked at it. The website with a .co.uk address could not be found on any search engines. This was because the site although ‘pretty’ had been constructed in Flash. The task was to get the website to make a contribution to the sales of the firm by producing a flow of good quality leads for face to face conversion by the business owner. The Web site had been under a managed hosting agreement. Since the business owner had not made any changes to content since launch several years ago, this had been a very lucrative contract for the supplier of the hosting services.

It was decided to stay with the present hosting arrangement but to redesign the Web site using html with a gallery of  kitchen designs large size  images together with an  enquiry/sign up form and an Email to a friend link. The text was to be compatible with key words to match the quality of the kitchen design service. In addition there was to be a pay per click campaign using Ad words and entries into the listing of the consumer and trade directories particularly local directories.  The whole process was simple and straightforward and the time scale was to be completion in three weeks from the brief and all content receipt. Comconsult provided a monitoring and marketing advice to the Web designer and developer.

The Web site owner provided the new text content, image content and an initial budget for the Ad words campaign.  Comconsult negotiated a free hosting period in return for keeping the existing web hosting agreement which covered the ComConsult fees and the enhanced directory entries necessary to ensure the firms good visibility.

Three weeks after the initial brief the website was handed back to the owner with the Ad words campaign running and the directory entries in position.

At the request of the Web site owner the identifying URL has not been disclosed. The analytics now available from the website data has breathed a new enthusiasm for the Web site not seen before.

Fred Parker

Senior consultant, ComConsult: www.comconsult.co.uk