Increasing Leads & Revenue For Wessex International Through Inbound Marketing.

UK-wide

Inbound Marketing

Home & Garden

Wessex International manufactures and supplies machinery, trailers, and parts for the Groundcare, Agricultural, ATV, and Industrial sectors in the UK, Ireland, and the USA. In late 2019, Wessex came to us for help with their inbound marketing strategies, with a goal of increasing website traffic, leads, and revenue through tailored SEO and PPC advertising.

In this case study, we’ve detailed our approach to managing Wessex’s inbound marketing, and some of the recent results they’ve seen from the project.

Improving Technical Performance

Wessex's SEO Strategy

Over the last 5 years of working together, our primary focus for Wessex’s SEO has been improving technical performance to increase their crawl budgets and indexability.

To do this, our SEO specialists complete routine site health checks and technical audits to maintain best-practice compliance, and to find and fix website issues that could impact site performance and user experience.

Our team also routinely reviews and optimises the landing page and product page content on the Wessex website. Recently, these updates have focused on shifting the content from product features to benefits to enhance engagement and ensure pages align with Google’s helpful content and E-E-A-T guidelines.

On top of this, our team complete a general technical health and maintenance checklist each month, including tasks like:

Monitoring backlink health and toxicity
Keyword position tracking, analysis, and reporting
Monitoring and fixing any internal SEO issues
Regular client reports e.g. traffic figures and site health
Checking image optimisation (image size, quality, and alt-text)
Reviewing site architecture and page hierarchy
Monitoring page click depth and engagement

Two images, the top one showing a Wessex flail collector being used in a grass field, the other shows an SEO specialist using Semrush's organic research tool on her laptop.

Two images, the top one showing PPC specialist working at her desk, the other show a Wessex baler machine being pulled in a field by a tractor as a cow walks behind it.

Driving Relevant Traffic & Conversions

Wessex's Google Ads Strategy

For Wessex’s paid advertising, our focus is on driving targeted website traffic and phone call leads through Google Ads.

To ensure we’re reaching the most relevant people, we target product and brand-related keywords, like ‘commercial mowers’, ‘ATB flail mowers’ and ‘Wessex flail mowers’.

As with all of our client campaigns, our PPC specialists follow a monthly maintenance checklist to ensure the account structure is effective and that we maintain excellent ad strengths for each campaign.

This checklist involves tasks like:

Regularly reviewing keyword performance
Identifying new keyword opportunities
Reviewing and updating ad copy and extensions
Optimising the campaign bidding strategy and budget allocation
Reviewing and optimising landing pages via A/B testing
Researching and monitoring competitors
Added negative keywords when identified

The Result.

Since we began working with Wessex International in 2019, we’ve helped drive thousands of additional organic and paid users through their website and generated thousands of leads via phone calls and form submissions.

Our SEO and PPC strategies have contributed considerably to their lead generation efforts across their UK and USA websites, and we continue to help them drive traffic, leads, and revenue through their website.

Check out the statistics below that show just some of our results so far this year (Jan 2024 – Aug 2024).

3,073

PDF downloads from organic & paid traffic.

696

phone call leads from paid traffic.

26%

increase in traffic (compared to same period in 2023).

These guys are Dam’ good! Adam and the team feel like an extension of our own, and unlike with other agencies, there isn’t any marketing fluff. They are straight to the point with targets and what we will return. If you require clear reporting, structured marketing, happy faces, and money in the bank, then pick these guys.