CASE STUDY

Elevating James Gilbert & Son’s Online Presence to New Heights

James Gilbert & Son, a London-based company, is renowned for its high-quality decorative metalwork and grilles. With a legacy spanning 135 years, they’ve catered to some of the biggest brands in the world. However, despite their historic expertise, they were struggling with low online visibility and failing to attract new clientele.

The Challenge:

When James Gilbert & Son approached us, they were grappling with multiple challenges.Despite their longstanding reputation for quality and craftsmanship, the company website appeared outdated and wasn’t easy to navigate, which turned potential customers away.

Search engine rankings for their key business terms were poor they had no online marketing strategy in place, such as PPC campaigns, to drive immediate traffic – and they were steadily losing ground to existing competitors in the market. The situation was urgent; improvements were not just needed—they needed to be swift to prevent further losses.

James Gilbert and Son Original Website
James Gilbert & Son’s Original Website

The Strategy:

Website and Logo Redesign

Firstly, I tackled the outdated website by implementing a full redesign. This wasn’t just about making it look pretty; I ensured that it was user-friendly and fast to load. Alongside the website, the logo also needed a modern refresh. I skillfully blended modern design elements with nods to the company’s 135-year history, resulting in a logo that spoke to both new and longtime customers.

James Gilbert and Son Logo
James Gilbert and Son Logo Design
James Gilbert and Son New Website
James Gilbert & Son Website Redesign

SEO Optimisation

I carried out a comprehensive SEO audit to pinpoint areas that required improvement. This involved extensive keyword research to find out what the target audience was actually searching for. After gathering this data, I integrated the keywords into the website’s metadata and core content. But it didn’t stop there; I also took care of technical SEO, improving site speed, repairing broken links, and sorting out crawl errors to make the site more appealing to search engines.

James Gilbert & Son Keyword Positions
James Gilbert and Son

Pay-Per-Click (PPC) Campaigns

Rather than just setting up a run-of-the-mill PPC campaign, I used the insights from the keyword research to focus on high-value search queries. I organised these into distinct ad groups and crafted ad copy that was not just click-worthy but aimed at conversions. I carefully managed the budget to ensure we were getting the best CPC and ROAS that we could.

James Gilbert and Son - Google Ad Copy
James Gilbert and Son

Content Strategy

I revamped the existing homepage copy to better align with our newly defined SEO goals. This meant creating content that was not just engaging but also filled with the right keywords. Additionally, I introduced a blog section on the website. This was a strategic move to not just boost SEO but to position James Gilbert & Son as thought leaders in their field. The blog topics were handpicked to answer common questions from their customer base and to highlight the company’s depth of expertise.

James Gilbert and Son Content Writing
Content Writing

Client Feedback

Working with Matt was a game-changer for us. We knew we had a quality product but didn’t know how to make it visible in today’s digital age. Matt not only gave our online presence a new life but also helped us understand the value of online marketing. We couldn’t be happier with the results.

Giles

Guy – Owner
James Gilbert & Son

The Results:

By focusing on a tailored, comprehensive strategy, and working closely with the client’s web developer for seamless implementation, we not only met but exceeded the challenges we set out to overcome.

  • Traffic Surge: Within the first three months, there was a 60% increase in organic traffic.
  • Improved Rankings: Climbed to the first page of Google for five important keywords.
  • Increased Enquiries: 45% increase in customer enquiries via the website.
  • Immediate Visibility: The PPC campaign yielded a click-through rate of 3.5%, well above the industry average.
  • Enhanced User Experience: Reduced website bounce rate by 25%.

Traffic Surge

In just the first three months after implementing the new SEO strategies and launching the redesigned website, we experienced a remarkable 60% surge in organic traffic. This wasn’t just a numbers game; this increase led to greater engagement and more time spent on the site, indicating a genuine interest in the services James Gilbert & Son offer.

Improved Rankings

Climbing to the first page of Google for five essential keywords was more than just a vanity metric. Being on the first page means greater visibility, and in this case, it was a critical factor in the boost in organic traffic. This higher ranking put James Gilbert & Son right where they needed to be—at eye level with potential customers actively searching for services they offer.

Increased Enquiries

With the uptick in traffic and improved SEO rankings came a 45% increase in customer Enquiries via the website. These weren’t just casual browsers; these were qualified leads genuinely interested in the products and services offered. The improved site layout and clear call-to-action points made it easier for visitors to take the next step and reach out.

Immediate Visibility

The PPC campaign was a resounding success right out of the gate, yielding a click-through rate of 3.5%, which is well above the industry average. This immediate visibility resulted in more than just clicks; it led to actionable outcomes. The ad copy was tailored to attract potential clients actively seeking what James Gilbert & Son had to offer, making the clicks count.

Enhanced User Experience

Reducing the website’s bounce rate by 25% is a clear indication of an enhanced user experience. This result validated the effort put into making the website more navigable, mobile-responsive, and quick to load. With fewer people bouncing, more visitors were taking the time to explore what James Gilbert & Son had to offer, and that contributed directly to the increases in inquiries and conversions.

Conclusion:

Since the completion of the project, James Gilbert & Son has continued to maintain its elevated online presence. They’ve also expanded their product range, leveraging the increased visibility to test market demand for new offerings.