Problem #1
A Renewal by Andersen Franchise was looking for a new website partner as their previous one was unresponsive and they didn’t think they were doing a good job. The main goal was generating leads, they were playing around with changing their digital advertising partners as well.
Solution #1
The Content Management System (CMS) that Renewal by Andersen was using was a little outdated, slow, and didn’t provide the flexibility needed for their team to make updates. So, as I touched and made updates to pages, I upgraded the page builder to one that was more accessible to people who aren’t developers.
Result #1
While the project of upgrading every page is still in progress, the Renewal by Andersen team is very happy with how easy it is for them to make their own updates. Paving the way for them to take some of the website work internally, saving them money in the long-term. Each page now performs better in organic search due to faster page loading speeds and keyword selection/density.
Solution #2
The blog section for the site was a mess, straight up. Categories were all over the place, the posts weren’t formatted as articles, and some pages were just broken. They were not getting very much organic lift from that section either. The goal was to fix existing posts, enhance well-performing posts, and create new ones targeting very select long-tail keywords.
Result #2
This project is still ongoing, as are most organic search focused projects, but over the past 12 months, organic traffic to the blog has risen 120% year over year. And I expect that that number will be similar over the next 12 months. Closed leads originating from organic search has also risen tremendously over that same span of time.
Solution #3
The navigation menu was originally confusing for users. Pages in the navigation didn’t seem to have a purpose. There were 5 different CTAs for submitting a lead, and they didn’t know how many people used each one. I set up tracking on each of the individual buttons to determine which ones actually converted and restructured the navigation so it would be more simple for users.
Result #3
This resulted in a more simple navigation for users with CTAs that users actually interact with. This contributed to an increase in the amount of leads and time spent by the average user on the site. I also believe that this helped Google and other search engines understand the site better leading to higher search visibility.
Solution #4
Renewal by Andersen sells replacement windows and doors, but they didn’t have much information about these products on their site. All they had was very basic information, and links to PDF catalogs and brochures that corporate had supplied them with. In order to boost leads, lead quality, and organic lift, I started the process of revamping all 12 product pages.
Result #4
As previously mentioned, every time a page is updated, I upgrade it to a more user-friendly page builder so that the client wouldn’t need to pay for minor edits, they could just make the changes themselves. When updating each page, I included all the information from the supplied PDFs within the context of a user browsing the internet. Because print design is a little different from web design. This led to an 80% increase of traffic to these product pages year over year. And I suspect that number will continue to rise.