MarketingSherpa Video Archive

Lead Capture: How a B2B site redesign appealed to diversifying markets and increased conversion 81%

Jacob Baldwin, One Call Now

This session from MarketingSherpa Lead Gen Summit 2013 features Jacob Baldwin, Digital Marketing Manager, One Call Now, discussing how the company used customer personas and keyword research to increase conversions 81%.

One Call Now is a message notification service that delivers mass automated phone calls, text messages and emails. Needing to establish its business in the professional sphere, One Call Now redesigned its website, leaning heavily on SEO tactics and testing.

The team created four customer personas: humanistic, methodical, competitive and spontaneous, and doing this allowed One Call Now to properly categorize its audience. Plotting out important drivers in the customer decision-making process allowed the team to understand motivations at every stage of the process.

Keyword research was also essential to the SEO transformation of One Call Now's websites. Baldwin discussed how three-word unbranded keywords resulted in 199% more traffic than four-word keywords, yet four-word keywords generated a higher conversion rate.

In this session replay, you will also learn:
  • What caused One Call Now to redesign its website

  • The tactics and time commitment required to develop buyer personas

  • Keywords to leverage when verticals have different focus words

  • How One Call Now aligned its content with such a wide range of keywords

Download the slides to this presentation

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