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Search engines are now the key channel to new business
“The way that a business such as ours reaches
new customers has changed completely in the last
couple of years,” says James Holland, owner of
JHS Racing, an independent motorcycle
engineering and race tuning company based near
Bristol.
“Traditional promotional techniques – such as
advertising, and printed brochures & catalogues
– just aren’t yielding results like they used
to. It’s clear that the majority of people are
now shopping on-line for parts and accessories,
or using search to find businesses like ours
when they need tyres, an MOT or routine
servicing.”
Unusually, it was Western Aspect that made the
first approach to James, having encountered the
company's site and realizing that it – and the
business – were well placed to benefit from a
search optimization makeover.
Up to this point the previous JHS web site had
been generating few enquiries, and initially
James wasn't convinced it merited too much
further investment; “I’ll admit to some
scepticism at first. We’d had a web site for
ages, but it wasn’t producing any significant
business for us. But we were ready to broaden
our service offering and develop the business,
so it was the right time to review the web site
anyway.”
Undeveloped
opportunities
The previous site did have an established
network of inbound links from other domains in
the motorcycle racing and engineering sector,
but in terms of its content and structure it was
failing to capitalize on the search ranking
opportunities presented by this position.
The new site, with its design, content and
photography all produced by Western Aspect,
combines a fresh new visual style with extensive
new content, providing potential customers with
an insight into the company and its values, its
racing success and technical expertise,
alongside an extensive parts and accessories
catalogue. Critically though, the new site’s
design and content was carefully researched and
keyword optimized to ensure that it would score
well as a relevant search result.
Powerful marketing
asset
Since the new site went live the results have
been dramatic and the benefits incontrovertible.
The previous site had rarely seen more than 100
visits a week. Traffic to the new web site now
stands at a consistent weekly average of 2500
visitors, almost all of them search-generated -
and that has meant a steady stream of highly
targeted, relevant enquiries. And the company's
success in converting these enquiries into sales
and new business has seen JHS recently extend
its premises to double the workshop space and
capacity.
James now believes that the JHS Racing web site
has become their most powerful marketing asset.
“There’s no question that enquiries and new
business derived from internet search have
become the single most important factor
contributing to the recent success and growth of
the company.”
To find out more about Western Aspect's search
engine optimisation services click here.
If you'd like to discuss your web design
requirements further then please contact me,
without obligation, for friendly, informal
advice and an estimate.
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