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This eBusiness case study represents an actual client who requested help for lead generation and sales conversions. The client had a website for several years which was performing poorly. He assumed this was due to a lack of website traffic although there was no tracking data to support his assumption. This client, a contractor providing roofing, siding and widow installation services in a specific geographic area, had a limited budget for a redesign and marketing. He had largely depended upon business through referrals which essentially dried up with the declining economy. He had some short term success paying for leads through online directories for contractors that charged him a substantial fee per lead and called his mobile through SMS technology when an inquiry was made. Unfortunately, each of these leads were simultaneously given to a long list of other contractors. According to the client, whoever responded the quickest had the best chance of making the sale. He dropped his membership because of a poor return on his investment that did not justify the cost. Although the client was not convinced, it was also likely that buyers from these leads were more motivated by price than they were by quality and service.

Through an interview, it was determined that this client was extremely service oriented, dependable and highly regarded by his previous customers for quality workmanship and honoring his guarantees. He had many unique selling features that made him a very good choice for residential and commercial customers who would base their buying decisions on quality and service rather than price alone. A website analysis was performed which disclosed many problems with his design, contents and Internet marketing.

This client did not initially understand that his website design and contents could be compromising his lead generation and sales conversions. He was educated about the value that his website could provide - a good website design and copyrighting could and should attract better quality leads and sell the customer even before they contacted him to request a quote.

Upon an analysis of the client's website, these 10 problem areas were identified:

1. Flash navigation and large flash heading that made an annoying sound as it reloaded on each page.
2. No headlines or sub-headlines on any page.
3. Pictures and content on pages that weren't always consistent with the purpose of the page.
4. No testimonials.
5. Poorly written copy that didn't differentiate the client from other contractors and give prospects a reason to call him.
6. Insufficient content including limited pages and copy that failed to educate, provide clear benefits, answer objections and include a risk-free call to action.
7. No SEO optimization throughout the site. No metatags or Google compliant sitemap was present.
8. No keywords were integrated in the link structure.
9. No opt-in form was present to build a list of prospects for later follow up by email marketing.
10. Too many images on a page which slowed the load time of the page and required excessive scrolling.

In accordance with the client's budget, the following recommendations were made and implemented:

1. Removed all flash except a flash gallery of the client's projects that showcased his work.
2. Performed basic keyword research to determine keyword phrases that were being searched that were relevant to his services and his marketing region. This was part of a basic starter SEO service that included analysis of his competition online, link structure analysis and modifications, optimization of pages, creating a Google compliant sitemap and link building through hand directory submission over a 3-4 week period after the project was completed. Also included was integration of Google Analytics into all pages of the website to analyze traffic patterns and identify lead generation and sales conversions as measured by inquiries.
3. Renamed all the pages and integrated appropriate keywords into navigation link structure.
4. Added an opt-in form to the top portion of every page and included an incentive to subscribe.
5. Rewrote all copy, integrating powerful and appropriate headlines and sub headings that interrupted and engaged the visitor. Each page became a sales page for that service, answering all objections and ending with a request a quote as the call to action with a no risk offer.
6. Created a powerful and fully optimized home page that provided teaser info with thumbnail images about each of his services, his company and unique selling position (USP). Each content area was linked to the appropriate landing page that provided full details and pictures.
7. Created an effective about page that clearly defined his USP and provided a strong appeal to prospects interested in quality, dependable service from true professionals.
8. Integrated on every page, the client's 4.7 out of 5 average star rating reviews as testimonials.. Each review included a caption, number of stars, the actual comments and a link to a testimonial page with all the reviews.
9. Included a slide show of pictures on the home page and pages with large numbers of pictures to showcase the client's projects in a relatively small area that minimized scrolling.
10. Created a custom template for email mailings that could be used for email marketing via a system integrated into the website.

Lead generation and sales conversions results through this eBusiness website design and marketing makeover:

Within a few weeks the client was ranking on page one of Google, Yahoo and MSN for numerous keyword terms that reflected his services and his marketing region. Approximately three months later, his website has received more than 3,000 visitors. He consistently has a significant number of repeat visitors who spend between 2 and 8 minutes on his site. He reports that he receives at least one serious lead per week and many are converting into customers. He confirmed that the leads are in deed a better quality prospect who is looking for quality services rather than price.

In conclusion, this eBusiness case study illustrates how an effective website design and Internet marketing solution can produce significant lead generation with quality leads that are likely to result in sales conversions.