BUR-HAN

The Problem

BUR-HAN is one of the largest residential lawn care providers in the Greater Vancouver area. Their previous website was out-of-date and they were being outranked by much smaller competitors on Google. They approached us to re-design their website and get them on the first page of Google’s search results for important lawn care related keywords. They also wanted a better way to track their online and off-line marketing campaigns.

Our Solution

We re-designed their website based around the excellent photography of Kenton MacDonald-Lin. On their new website we created custom lead generation forms for their different services and used Google’s Website Optimizer to discover the most effective call-to-actions to increase the website’s conversion rate.

To optimize their new website for search engines, we created new content centered around the targeted keywords for their industry niche. We also did extensive link building to increase their PageRank and long-term rankings both on Google’s local listings and in the organic search results of Google, Yahoo and Bing. To track the progress of the Search Engine Optimization campaign, we employed Google Analytics and goal conversion tracking for each of the lead generation forms.

The Result

• In the first two months, traffic from targeted keywords increased 120%.
• Used Google Analytics to track an off-line flyer campaign which demonstrated that this form of advertising was not nearly as effective as expected.
• Revealed that free local directories like Yelp were generating far more leads than expensive paid services like Canpages and YellowPages.
• Customized call-to-action buttons based on data from Google’s Website Optimizer.
• BUR-HAN now appears on the first page of Google’s search results for all keywords targeted in the campaign.