Case Study

Specialty Manufacturer

Specialty Manufacturer

39 to 48

Change in Domain Authority – April to November 2022

58%

Increase in Monthly Leads

(41%)

Reduction in CPL

Where we started

Situation

$

The preeminent manufacturer of cooking equipment for quick service restaurants

$

“Not just a toaster company” – Leverage cross-sell opportunities

$

Enter B2C market for water treatment systems

What we did

Approach

Consolidate on-line presence to one website leveraging navigation and CTAs to create a lead generation tool. Content strategy to earn Google’s authority and trust, supported by natural backlink acquisition. Take advantage of low CPC versus first purchase revenue to drive the positive cash flow and ROI of paid search.

Challenge

$

Diffuse online presence through two competing websites

$

Navigation and content not presented in a way to tie category and product pages together.

$

Conversion funnel functionality inadequate to drive MQLs to SQLs

$

Significant off-page optimization necessary to drive expertise, authoritativeness, and trustworthiness

Action

$

New website infrastructure including changes in navigation, content silos, and CTAs

$

Optimized category and sub-category pages to drive contextual authority of non-branded search terms

$

Executed a national SEO campaign with a Domain Authority boost of net 200 DA per month

$

Implemented paid search to drive MQLs, demos, and sales representative engagement

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An integrated digital media and marketing agency based in Denver, CO

RefractROI
383 Corona St., Suite 712
Denver, CO 80218

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An integrated digital media and marketing agency based in Denver, CO

RefractROI
383 Corona St., Suite 712
Denver, CO 80218

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