Ó Leonardo Wood 2017. All Rights Reserved. www.FITg.uk

ConservatoryCaseStudy[CaseStudy]

Written by Leonardo Wood MichaelFarrerfromCumberlandWindowskindlyagreedformetouseoneofhisJobsasaCaseStudyonmywebsite:www.FITg.uktosupportmyKeywordOptimisationTrainingPlan.ThisCaseStudyshouldgiveyoumoreideastohelpyougenerateleads&customersviatheFreeListingsontheInternetsearchenginepages,suchasGoogle.IfyouhavenotgonethroughtheKeywordOptimisationTrainingPlanortheDoubleGlazingSEOGuide,pleasedo,theywillgiveyoumoreinformationtosupportthecontentofthisCaseStudy.Ok,sothisisaCaseStudyabouttheConservatoryCaseStudythatIrecentlyaddedtothePortfolioSectionoftheFITgUKWebsite,whichcanbeviewedonthenextpage…

Ó Leonardo Wood 2017. All Rights Reserved. www.FITg.uk 2

Ó Leonardo Wood 2017. All Rights Reserved. www.FITg.uk 3

Thetestwas…AddtheCaseStudytomyWebsite,CategoriseitandOptimiseitforGoogle,toseehowitperformsinGooglesearch,whenpeoplesearchonlinefortheKeywordsthatarerelevanttotheCaseStudy,whichinthiscaseareallKeywordsearchescontainingwordslike:

• EdwardianStyle(ProductType)• Conservatory(Product)• Cockermouth(Town)• Allerdale(District)• Cumbria(County)

Asyoucanseeintheimageonthepreviouspage,allofthewordslistedaboveareincludedseveraltimesonthepage,thisisbecauseifyouwantyourwebsitetoappearonPage1ofGoogleforcertainwords,youhavetousethosewordsonyourWebsitepages.

ButWhyBotherAddingCaseStudiesToYourWebsite?

Ifyou’rerunoffyourfeetwithwork,youmightnotwanttoinvestthetimeormoney(ifyou’repayingsomeoneelsetodoit)thatittakestogeneratemoreenquiresviaGoogle.Butifyouarelookingformorebusiness,andyou,amemberofyourstaff,orsomeoneyououtsourceto,canmaketimeforthis,here’sanimportantreasonfordoingso.IthelpsyouattractmoreleadsfromtheFreeListingsonGoogleattheexactmomentsomeonesearchesforabusinesslikeyours.Themorepagesyouhaveonyourwebsite,optimisedfordifferentproductsandlocations,themorepotentialcustomersyou’llreceivethroughGoogle.Ijustwanttore-iteratethatpointagain…GoogleisthemostpopularsearchengineandresponsibleforkillingtheYellowPages…themorepagesyourwebsitecontains,withrelevantinformationabouttheworkyoudo,includingCaseStudies,themoremoneyyouwillmakefromyourwebsite.It’sassimpleasthat!ThenextscreenshotisonejustexampleofaGooglesearch,thatshowshowthisoneCaseStudyonmyWebsitehasinfluencedthefreelistingsonPage1ofGoogle:

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Asyoucanseeinthescreenshotabove,asofwritingthis,whenweGoogledtheKeywordsshownintheScreenshot,theCaseStudythatweaddedtoFITgUKwaspositionedatNumber1onPage1.We’realsotakingupanotherpositionatNumber2,fromourDistrict(Allerdale)‘Category’Page,whichhasbeenautomaticallygenerated,astheCaseStudywasadded(moreonthatlater).

Ó Leonardo Wood 2017. All Rights Reserved. www.FITg.uk 5

ImagineforamomentthatFITgUKInstallConservatoriesacrossCumbria

AsadirectresultofthisCaseStudy,FITgUKarenowatthetopofPage1,sowe’remorelikelytobefoundbypotentialcustomers,andindoingso,wehavemovedother‘CumbriaCompetitors’offPage1andontoPage2,wheretheyarelesslikelytobefoundbythecustomerswewanttoattract.Sothat’soneofthereasonswhyyoushouldconsider‘investing’thetimeandmoneyittakes,toaddJobstoyourwebsite.Itcouldbeoneofthemostprofitableinvestmentsyoumake,intermsoflong-termROI–oneofmyclientsgenerates£300,000ofenquirieseachmonth,viafreeGooglelistings.Hereareafewmorereasonswhyyoushouldconsiderdoingthis…Whenpotentialcustomersarriveatyourwebsite,fromGoogle,Facebook,aRecommendationorfromanyotherformofAdvertisingorMarketing,manyofthemwillhaveonequestionontheirminds…CanIseeyourrecentwork?Answerthatquestionbyshowingdozens,hundredsoreventhousandsofprojectsanditwillspeakvolumes,whichinturnwillhelpyouconvertmoreofthemintoleadsandpayingcustomers.Whenthephonerings,ifsomeonewantstoseeanexampleofyourwork,you(oramemberofyourSalesTeam)candirectpotentialcustomerstoyourwebsitewheretheycanlookatyourCaseStudieswhilstonthephonewithyou.ThisallowsyoutoansweranyotherSalesquestionsthatcometotheirmind,whiletheyarelookingatyourrecentwork,soitcreatesaninteractiveSalescall,whichhelpsbuildtrustwithprospects.IfyouincludeTestimonialsfromhappycustomers,along-sideyourCaseStudiesthatalsobuildscredibilityandtrust,becausewhatotherssayaboutyourbusinessisalotmorebelievableintheeyesofpotentialcustomers,thanwhatyousayaboutyourself.Ifyoucombinetheprocessofaddingallyourjobstoyourwebsite,witharegularemailcampaigntoyourexistingcustomersandleads,itwillalsohelpyousellmoreproducts.Forexample:Imaginesomeoneenquires/buysaCompositeDoorfromyou,andyouthenkeepthemuptodateregardingnews,offersandabouttheprojectsyouhavebeenworkingon…SomeofthoseLeadsandCustomersmaybeinterestedinaConservatorylater,sobyaddingConservatoryCaseStudiestoyourwebsite,likeIamsuggestinghere,itmaysparkinterestdowntheline,frompeopleonyourdatabaseofcustomersandunconvertedleads.Here’sanotherexample,toshowhowthisoneCaseStudyisshowinguponGoogleandthistimewe’retakingup3ofthefreelistingsonGoogle,moving3competinglistingstoPage2:

Ó Leonardo Wood 2017. All Rights Reserved. www.FITg.uk 6

Ó Leonardo Wood 2017. All Rights Reserved. www.FITg.uk 7

Asyoucanseeinthepreviousscreenshot,theFITgUKWebsiteispositioned3timesinthefreelistingsonPage1ofGoogle,asadirectresultofaddingthisoneCaseStudytothewebsite.Thisisbecause,whenweaddedthisCaseStudytoourPortfolio,wealso‘Categorised’theCaseStudyintorelevantCategories,whichare:

• Product(Conservatories)• Town(Cockermouth)• District(Allerdale)• County(Cumbria)

WhenyouaddaBlog/NewsorPortfolioCategoryinWordPress,(websiteSoftwarewehaveused)itusuallycreatesanewpageforeachofthoseCategoriesautomatically,whichisareallyhandyfeatureandcanhelpyoutakeupmoreofthespaceonPage1ofGoogleSointhisexample,whenIaddedtheConservatoryCaseStudytomyPortfolio,andCategoriseditasdescribed,thesystemautomaticallycreated5pagesintotal:

• CaseStudyPage(Shownat#2inthescreenshot)• ProductPage(Shownat#3inthescreenshot)• TownPage• DistrictPage(Shownat#1intheScreenshot)• CountyPage

IhighlyrecommendusingCategories,becausenotonlydoesithelpyoutakeupmoreofthepositionsonPage1ofGoogleforProduct,Town,DistrictandCountyrelatedsearches,italsohelpstoorganiseyourcontent,makingiteasierforpeopletoviewspecificinstallationsbasedonProductTypeofLocationsofinstallation.Here’sapartiallistofothersearchtermsthatalsoshowtheFITgUKwebsiteonPage1ofGoogleasadirectresultofaddingthisoneCaseStudyandCategorisingitintherightway:

• edwardian conservatory installers west cumbria • grey conservatories west cumbria • conservatories allerdale • conservatory installers cockermouth • a-rated conservatory glass allerdale • double door conservatories with self clean glass cumbria • allerdale suppliers of conservatories • edwardian style conservatories in copeland area • internal cill boards for conservatories cumbria • pilkington activ blue self clean glass cockermouth

IMPORTANTNOTE:Mostbusinesseshavea

Galleryontheirwebsites,butunlessyoucreateanewpage

foreachcompletedjob,containingsupporting

informationasdescribedyouwillnotgetthesamebenefitsintermsofleads,

customersandsales. All of the above terms are listed on Page 1 of Google and the list goes on, which over time, will be displayed to potential customers who will use 100’s of search term variations when they search. If you add Case studies on your Website, for all of the the different products you install, in the different areas you have installed in… it dramatically increase the amount of Leads you receive.

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Here’s an example from my client who have added all of their installs to their website. As you can see, their Installs Pages and Category Pages take up every free listing on Page 1. (Paid adverts have been removed for illustration) Even the images all belong to my client, so they are completely dominating Page 1 on Google. As a direct result of adding all of their jobs to their portfolio over the years, they have moved all of their competitors off Page 1 and onto Page 2, out of sight. This has a knock-on effect too, my client is also now on Page 1 of Google for search terms like: wall mounted canopies… wall canopies… canopies… …without having to use a location in the search term. But of course, they are not just doing this to look good. This helps them generate more leads than they can handle, so they can choose the most profitable type of work. Now they make more money on each job, working smarter, instead of working harder. Here’s what Tracy from Able Canopies said about the approach we use & the Systems I have helped them develop, which includes creating their Case Studies process.

Ó Leonardo Wood 2017. All Rights Reserved. www.FITg.uk 9

Final word… In the Keyword Optimisation Training Plan I have showed an example of how I spent 5 Minutes optimising the TTSS website, which in turn generated a £43,000 contract a few weeks later. In this Case Study I have shown how just one Case Study on my website can make a big impact on Google, in terms getting to the top of dozens if not 100’s of keyword variations. I have also shown how Able Canopies dominate Google search, by adding all of their Installs to their Website, which has helped them triple their turnover, in the last 10 years. In the Double Glazing SEO Guide I have given you dozens of tips to help you optimise your website further, which in turn will help to drive even more potential customers to your website at the exact moment they are searching online for a business like yours. The purpose of all of this is to help you take the first steps toward generating more leads and enquiries via Google, because it can be one of the most profitable investments you can make. If you have any questions about any of this, for a limited time, the Comment Section will be live on the Keyword Optimisation Training Page. I will be more than happy to answer your questions or point you in the right direction if you or your staff need help getting started with Website Optimisation. Best wishes Leonardo FITg UK PS. When it comes to Website Optimisation, 5 minutes here and there could generate thousands in revenue… but if you are growing a larger business, with a six/seven-figure turnover, if you gradually build up to having someone working on your Website Optimisation full time, it could add over £1million to your Sales, over the next 3-5 years, based on what I have seen.