Challenges:

Smith Workforce Solutions was struggling with an outdated website that wasn’t effectively converting visitors into leads. Additionally, the company’s online advertising efforts were underperforming, with low click-through rates (CTR) and high cost-per-click (CPC) in their paid search campaigns. The client needed a comprehensive solution that combined a modern, user-friendly website with an optimized SEM strategy to attract and convert high-quality leads.

Approach:

1. Website Redesign:
   • User-Centered Design: The website was completely redesigned with a focus on user experience (UX), ensuring that both businesses and job seekers could easily navigate the site and find relevant information quickly.
   • Responsive Design: The new site was developed to be fully responsive, providing an optimal browsing experience across all devices, from desktops to smartphones.
   • SEO Foundation: SEO best practices were integrated during the development process, including optimized site structure, meta tags, and clean, fast-loading code, to enhance organic search visibility.
   • Conversion Optimization: The site’s layout was strategically designed to guide visitors toward key conversion points, such as contact forms and service inquiries, using clear calls to action (CTAs) and an intuitive flow.
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2. Search Engine Marketing (SEM) Strategy:
   • Keyword Research & Targeting: Conducted in-depth keyword research to identify high-intent search terms relevant to Smith Workforce’s services, ensuring that the SEM campaigns were targeting the right audience.
   • Ad Copy & Creative Development: Developed compelling ad copy and creative that resonated with the target audience, highlighting the unique benefits of Smith Workforce’s staffing solutions.
   • Campaign Structure & Management: Reorganized and optimized the existing SEM campaigns, including the creation of targeted ad groups and tailored landing pages to improve Quality Score and relevance.
   • Bid Optimization: Implemented automated bidding strategies to maximize return on ad spend (ROAS) while minimizing CPC, ensuring that Smith Workforce's ads were competitive in the market.
   • A/B Testing: Continuously tested different ad variations and landing page designs to identify the most effective combinations for driving clicks and conversions.
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3. Analytics & Continuous Improvement:
   • Performance Tracking: Set up comprehensive tracking through Google Analytics and conversion tracking in Google Ads to monitor the performance of the SEM campaigns and the redesigned website.
   • Ongoing Optimization: Regularly analyzed campaign data to refine targeting, ad copy, and bidding strategies, ensuring continuous improvement and alignment with business goals.
   • Reporting & Insights: Provided detailed reports to Smith Workforce, highlighting key metrics such as CTR, conversion rate, and cost per acquisition (CPA), along with actionable insights for further optimization.

Results:

• Improved Website Performance: The redesigned website saw a 50% reduction in bounce rate and a 35% increase in average session duration, indicating that users were more engaged and found the content valuable.
• Higher Conversion Rates: The improved user experience and optimized CTAs led to a 60% increase in lead generation, with more visitors converting into inquiries and contact form submissions.
• Enhanced SEM Results:
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  • CTR Increase: The click-through rate on SEM campaigns improved by 45%, demonstrating the effectiveness of the new ad copy and targeting strategy.
  • Lower CPC: The cost-per-click was reduced by 30% through bid optimization and increased ad relevance, allowing Smith Workforce to achieve more clicks for their budget.
  • Increased Conversions: The SEM campaigns drove a 170% increase in online conversions, with a significant boost in qualified leads and a reduction in cost per acquisition.

Key Takeaways:

The combination of a strategic website redesign and an optimized SEM campaign delivered outstanding results for Smith Workforce. The new website not only improved user engagement and conversions but also provided a solid foundation for effective SEM efforts. The tailored SEM strategy, focusing on targeted keyword bidding, compelling ad copy, and ongoing optimization, significantly increased traffic quality and lead generation while reducing advertising costs.

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