Web development underpinned by online marketing strategy
London, UK (30/06/2010)
Lab Lateral is pleased to announce the launch of another successful website development and online marketing campaign.
Merriweather is a consulting company that specialises in executive coaching and mentoring for business leaders and teams. When they required a redevelopment of their website with an online marketing campaign to improve website traffic, they selected Lab Lateral to provide a turnkey solution. There were two main aspects to the project: a) a full review and modification of the website copy and structure from a Search Engine Optimisation (SEO) perspective and b) development of a Content Management System that would facilitate continuous updates to the website in a simple and straightforward manner, ensuring maximum benefits from SEO work.
Search Engine Optimisation Campaign
Lab Lateral’s objective was to get the Merriweather website onto the first page of the Search Engine Results Pages (SERPs) for relevant keywords. A large part of this was to research keywords associated with their industry, creating a balance between popular search terms for their services and specific Merriweather branding. Our Online Marketing Department combined information from Merriweather and their customers, competitor analysis, online tools and our own knowledge and experience to generate an effective list of keywords and terms.
We designed the content structure and the copy layout to improve the presentation of the website. Page titles, headings and page content were optimised to ensure they would be picked up by search engines. Anything blocking the search engines, such as Flash images, from finding the relevant information was redesigned to ensure that all relevant text was accessible. We supplied a copywriter with a keyword and content structure for them to work within when creating the marketing copy, ensuring SEO requirements were adhered to.
To address the issue of site usability and visitor conversion, the information was laid out in a manner that made it easy for the visitor to find the information they required and take the desired action (get in touch, fill in a contact form, sign up for a newsletter etc.)
Content Management System (CMS)
The main problem with Merriweather’s previous website was the lack of an efficient Content Management System, preventing them from frequently updating and modifying their website. Being able to add and update content not only helped the search engines find the site but also strengthened Merriweather’s online offering to their visitors. The CMS enabled Merriweather to transform their website from an inactive asset to a pro-active marketing tool used to deliver sales leads.
CMS Upgrade
Lab Lateral’s customised CMS allowed Merriweather to access all of the editable parts of the site through an easy to use interface. It also facilitated easy changing of meta-data such as title tags for SEO purposes. As part of the content management upgrade we added a news section to satisfy the need for continuously changing content, which search engines see an indicator of web ‘appeal’. They also benefited from being able to add normal pages and timing the release of information to co-inside with exhibitions and events.
Project management
There were several players that were involved in the project: Merriweather internal staff, professional copywriters, designers as well Lab Lateral’s Website Developers and Online Marketing Team. Lab Lateral managed the project, ensuring that all parties were kept informed throughout the process and delivered their briefs as required for the project to succeed.
Lab Lateral will continue to work with Merriweather to ensure a successful ongoing SEO campaign. We will also deliver a thorough link building strategy now that the website has been launched.
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London, UK (30/06/2010)
Lab Lateral is pleased to announce the launch of another successful website development and online marketing campaign.
Merriweather is a consulting company that specialises in executive coaching and mentoring for business leaders and teams. When they required a redevelopment of their website with an online marketing campaign to improve website traffic, they selected Lab Lateral to provide a turnkey solution. There were two main aspects to the project: a) a full review and modification of the website copy and structure from a Search Engine Optimisation (SEO) perspective and b) development of a Content Management System that would facilitate continuous updates to the website in a simple and straightforward manner, ensuring maximum benefits from SEO work.
Search Engine Optimisation Campaign
Lab Lateral’s objective was to get the Merriweather website onto the first page of the Search Engine Results Pages (SERPs) for relevant keywords. A large part of this was to research keywords associated with their industry, creating a balance between popular search terms for their services and specific Merriweather branding. Our Online Marketing Department combined information from Merriweather and their customers, competitor analysis, online tools and our own knowledge and experience to generate an effective list of keywords and terms.
We designed the content structure and the copy layout to improve the presentation of the website. Page titles, headings and page content were optimised to ensure they would be picked up by search engines. Anything blocking the search engines, such as Flash images, from finding the relevant information was redesigned to ensure that all relevant text was accessible. We supplied a copywriter with a keyword and content structure for them to work within when creating the marketing copy, ensuring SEO requirements were adhered to.
To address the issue of site usability and visitor conversion, the information was laid out in a manner that made it easy for the visitor to find the information they required and take the desired action (get in touch, fill in a contact form, sign up for a newsletter etc.)
Content Management System (CMS)
The main problem with Merriweather’s previous website was the lack of an efficient Content Management System, preventing them from frequently updating and modifying their website. Being able to add and update content not only helped the search engines find the site but also strengthened Merriweather’s online offering to their visitors. The CMS enabled Merriweather to transform their website from an inactive asset to a pro-active marketing tool used to deliver sales leads.
CMS Upgrade
Lab Lateral’s customised CMS allowed Merriweather to access all of the editable parts of the site through an easy to use interface. It also facilitated easy changing of meta-data such as title tags for SEO purposes. As part of the content management upgrade we added a news section to satisfy the need for continuously changing content, which search engines see an indicator of web ‘appeal’. They also benefited from being able to add normal pages and timing the release of information to co-inside with exhibitions and events.
Project management
There were several players that were involved in the project: Merriweather internal staff, professional copywriters, designers as well Lab Lateral’s Website Developers and Online Marketing Team. Lab Lateral managed the project, ensuring that all parties were kept informed throughout the process and delivered their briefs as required for the project to succeed.
Lab Lateral will continue to work with Merriweather to ensure a successful ongoing SEO campaign. We will also deliver a thorough link building strategy now that the website has been launched.
View all articles »
To subscribe to our RSS feed please click here.
