The brief
The company's web site was operated as a low-key resource, although the potential of the Internet had always
been recognised.
The project was to make the web site into a productive generator of sales leads, with particular emphasis on
the company's speciality of shipping to Africa.
The execution
Increase lead generation : appearance and navigation were improved through a complete
redesign, with a dedicated Africa Page and feedback forms for quotations and more general enquiries.
Increase website traffic : a campaign of search engine positioning was undertaken,
involving page optimisation, link partnerships and selective registration and submission. This was
supplemented by a level of highly focused 'Pay per Click' (PPC) marketing.
Results
Search engine optimisation, along with continued maintenance, has produced a very large number of top
listings in an extremely competitive sector, giving rise to an enormous increase in website traffic.
At the same time, the redesign has increased the percentage of visitors that make enquiries -- many being
direct requests for quotations -- and the web site now provides a continual stream of enquiries and
resultant business.
The best recommendation of all : Activia was then commissioned to do the same job for
Sea Wing's South Africa Office, designing and managing a new website as the first step in expanding the
company's global branding.
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