Content that converts

Challenge: Drive business to respirator fit testing.

Result: 287% increase in organic traffic over 5 months. Drove 300+ leads for fit testing services. Page became second-most common form fill after the contact us page. Third most profitable business unit for FY 2020-2021.

Overview:

Respirator fit testing stood out as one of Levitt-Safety’s most lucrative business units, boasting high margins, recurring business potential and cross-selling opportunities. Despite these advantages, it suffered from low traction.

In my role as Content Marketing Manager, I took proactive measures to address this by conducting a thorough audit of the existing landing page, making note of areas for opportunity. I performed keyword research to identify opportunities, reviewed customer feedback to understand the biggest complaints and revamped the page.

I updated the landing page with long-tail keywords, intent keywords and included an FAQs section and instructions for the fit test process. I also updated the technical SEO and included a schema description to maximize visibility and ranking potential.

As part of the project, I also worked with the Demand Generation Manager to create Google Ad PPC campaigns. By identifying five key markets across Canada and developing tailor landing pages for each, we ensured a focused and impactful approach to our advertising efforts.

The results were compelling. Over the course of five months, we witnesses an impressive 287% surge in organic traffic to the landing page. Moreover, our concerted paid and organic endeavours resulted in generating over 300 leads, underscoring the effectiveness of our strategy.