How We Decreased Canvas Craft’s Cost Per Lead By 65%.

Built a strategy off data.

Before we started with Canvas Craft, they were investing in the appropriate tactics (PPC & SEO), they just didn’t have a strategy built on data. So, we conducted keyword research to identify the transactional keywords their business could capitalize on (transactional keywords are keywords that have high purchase intent). What we found was that many of the web pages and ads weren’t optimized for the correct keywords, thus the content that was being created was missing the mark.

Designed the website around the right keywords. 

So, we recommended a website design that focused on getting more of the right traffic to the website (not just more traffic). This plan focused on growing their Boat Cover, Awning, and Fabric Shelter businesses, which meant identifying the appropriate transactional keywords for each of those pages. Once those keywords were in place, we wrote content and designed the pages of the website to best utilize them. Then we launched the site, and Canvas Craft had a beautiful website and a more intentional sitemap. 

Tested keywords through PPC. 

We figured it would happen, but what happened after we launched the new site was crazy. We lost over 50% of the traffic, but the conversion rate actually increased. This meant that we had gotten rid of the idea of having traffic just to have traffic. Instead, we focused on getting more of the right traffic to the website, and converting it to leads more effectively. To do this, we launched Google Ads to drive conversions and revenue (and most importantly, to test keywords). Once we got an ad converting well, we mapped out a plan to create organic content around that same keyword, building topical authority in that keyword category (essentially telling Google we’re the experts in that area). 

Wrote thousands of words with actual SEO value. 

Since the website was launched, we’ve continued to invest in building Canvas Craft’s topical authority around the areas of their business they are most passionate about growing. While those areas have changed in the last 5 years, the process in which we’ve continued to scale their efforts online have not. We’re still using data to make decisions. We’re still testing ideas and failing fast. We’re still writing valuable content for their customers.