X

AstroLondon Case Study

An Artificial Grass company in London whose leads dried up because of outdated website with new Conversion Ready Design, his lead count grew by 7 times and profit by 5 times.

Lead Generating Website Design CASE STUDY

609%

More Leads

224%

INCREASED
TRAFFIC

525%

Profit
increase

67%

Mobile
Session

OLD
Look

No
Messages

Not Getting

Enough Sales

DeterioRate
Ranking

Unprofessional
Design

OLD SITE STATS

3.5%

CONVERSION

56%

BOUNCE RATE

11

LEAD PER MONTH

2.4mins

SESSION DURATION

BEATING COMPETITORS WITH LOW PRICES

NEW
Look

SEARCH ENGINE
OPTIMISED COPY

EMOTIONAL TRIGGER

To grab user's attention

Conversion Ready Design

Lead Magnet

Showing Additional
benefits to users

UNIQUE VALUE
PROPOSITION

BUILDING
CONNECTION

NEW SITE STATS

11%

CONVERSION

51%

BOUNCE RATE

78

LEADS PER MONTH

7.2mins

SESSION DURATION

Separate landing page for different businesses

Our Design Process

Soul of web design

Discovery
Research
Strategy

iscoverY

4 Hours Call
4 Days

WHO

WHAT

WHY

SMART GOAL

Goals

1 year

17,000 SQM
INSTALLATION

5 years

25,000 SQM INSTALLATION
1300 maintenance

WHO?

TARGET
AUDIENCE

RESIDENTIAL

70%

Commercial
30%

School/Colleges
Office
Event
Playground

WHY?

Ryan, the founder of AstroLondon have a deep ancestral connection with landscaping.

His grandfather was a Landscape architect and from there his passion and love for garden begun. He loves transforming gardens for his clients.

Content Discovery

Design Discovery

Marketing Discovery

Redesign Discovery

SEO
Discovery

esearch

40 Hours
10 Days

user

KEYWORDS

competitors

USER QUESTION

RESIDENTIAL

What is your age?

What is your profession?

How many children do you have?

Do your have any pet?

Do you love nature and landscaping?

What type of house of do you own?

Do you prefer call,email,or meeting in person?

What are you pain points for installing artificial grass in your garden?

Do you follow DIY for installation or want professionals to do it for you?

Do you do maintenance on your own or want professionals to do it for you?

How much you are willing to pay for insatalling artificial grass at your place?

COMMERCIAL

What is your age?

What is your job title?

What industry or sector does your company operates in?

What are you revenues generated on a monthly or annual basis?

Do you prefer call,email,or meet in person?

Do you have artificial grass garden in your premises?

Would you like to get rid of muddy garden and get a cost effective artificial grass garden in your permision to cut cost?

Have your had any issues will working with the artificial grass vendor in past?

What issues you had in past while working with a artificial grass vendor?

How often your organization do the maintenance work of artificial garden?

User Persona

Residential

Rory Mangus

“A happy family is heaven on earth”

About

Tim Petersen is a dentist, married with twin boys. He also has a dog. He always looks forward to spending time with his wife, twins and pet dog, over the weekends. However, every Saturday morning, he has to mow and water the garden. He is looking for a cost-effective replacement for his current garden.

Needs

He requires an artificial garden that is low-cost and serves the needs of his family and pet dog.

His children get filthy and bruised when playing in the current garden.

Naturally, dogs hate wet environments, so in the wet season, the pet dog hardly goes out to play.

Costs of gardening tools, inputs and maintenance are too high.

Pain Point

He is unable to maintain the garden regularly and in a timely manner.

The children prefer spending time indoors watching TV or playing video games.

Poor drainage deters the dog from going out to play in the wet season.

He has to forego important budgetary needs to pay for gardening costs.

Personality

Professional Loving Playful

Energetic Passionate

Focused

Social Media

Commercial

About

Janet Woods is the CEO of Enchanting Events. The company specializes in hosting wedding events. Clients expect a venue with a magical and memorable aesthetic appeal. Getting such venues is occasionally a challenge give the budgetary constraints some clients have. She needs a flexible event.

Needs

Need artificial grass that can be quickly set up changes according to the wedding theme.

Wedding venues have fixed grounds and some clients want unique settings.

She requires artificial grass which dries up fast, even if it rains the night before the event.

She needs a venue that is fully under her control.

Pain Point

She is unable to fully meet the theme of the wedding due to fixed venue designs.

Newlyweds would rather pay more for an exclusive and unique venue.

Poor drainage sometimes forces her to change venues if it rains the night before.

She needs a setting that can be quickly redesigned.

Personality

Enchanting Professional Energetic

Pleasurable Playful

Extrovert

Social Media

Janet Woods

“Goal without a plan is just a wish”

Keywords

Keyword research current situation

For keywords that AstroLondon currently rank on google, it gets them just 4 leads / month

Current Situation

Total volume

0

Avg Position

0

Total Visits

0

Volume to traffic

4.7%

4

Leads/Month

Current conversion 2%

Profitable Keywords ROI

With new keywords that we will get AstroLondon rankon google, will get them just 122 leads / month

Expected

Total volume

0

Traffic at 5% CTR

1224

122

Leads/Month

Expected conversion 10%

Total jump in

Leads

0 %

If client promote these profitable keywords via google AdWords, then they have to spend
2000 GBP/month
to get this much of traffic

Google AdWord Planner expected traffic and conversion

ADWORD ROI

950%

AdWord Budget : 2000 GBP

Number of clicks : 1400

Number of Leads @ 10% traffic to lead : 140

Lead to Sale @ 20% : 28 Orders

Average Order Value : 2500 GBP

Total Revenue : 70,000 GBP

Profit @ 30% margin : 21,000 GBP

Even at 50-80% errata, AdWord will have 200-500% ROI

Competitors

Competitors Rankings
Competitors Social Media Analysis
Competitors backlinks

Swot Analysis

Strengths

  • On First page of google
  • 30 years of experience
  • Have worked with some big brands like Center Parcs, Selfridges, Hilton Hotel, Haven, Butlins, The O2 Dome, Cannes Film Festival, Canary Wharf, BBC, Rolls Royce, Amanda Holden and Dame Anita Roddick to name just a few

Weakness

  • Bad design overall for rest of the site
  • They are costly at 65 GBP / sq meter

Opportunities

  • Can target small and mid size businesses. Since they are costly this opens door for AstroLondon to beat them on pricing

Threats

  • Small Businesses can beat them anytime with prices and quality
  • They do not look into providing any maintenance service as well.

Strengths

  • They are providing DIY guides and looks like more into selling artificial grass but it can become a opportunity for AstroLondon as we are more into installation and not selling

Weakness

  • For residentials point of view, Looks like they are working on fields and big projects and looks costly
  • They are focusing more on commercial than residential

Opportunities

  • They too can target more of small and mid-size businesses or residential projects More into commercials hence it opens doors for a residentials users to contact AstroLondon instead of Grassify

Threats

  • They have portrayed themselves so big that a small or medium business owner who is looking for affordable installation will feel hesitant to contact them.

Strengths

  • Providing free fitting on some samples.
  • 30 years of experience
  • On many location across the globe
  • They have worked with big brands like BBC, yahoo, Nike, John Lewis, Adidas etc

Weakness

  • Not talking about maintenance anywhere
  • They look costly

Opportunities

  • They seems to targeting more of brands so a person who is looking for affordable solution might not contact them

Threats

  • They are on top #3 of google rankings
  • Can beat you in price.

Strengths

  • Affordable, top quality installation in London
  • Well managed, quick resolution, committed to deliver excellence
  • Can beat on price
  • Many years Landscaping ancestral background

Weakness

  • [Hidden]
  • [Hidden]

Opportunities

  • [Hidden]
  • [Hidden]
  • [Hidden]

Threats

  • [Hidden]
  • [Hidden]

trategy

80 Hours
20 Days

Growth

Design

Content

Content
Strategy

Information Architecture

Design

Low FI wire frame

High FI wireframe

Home Page
Residential Landing Page
Commercial Landing Page
Grass Ranges Page
Business Landing Page
Location Landing Page
Installation Page
About Page

Growth
Stratergy

UVP

UVP

Messaging Statement

London’s most affordable artificial grass installer
Lowest Price Guaranteed 

Elivator Pitch

AstroLondon helps you cut cost with professional artificial grass installation and maintenance service at lowest price guaranteed. Solar saves you money on electricity bill. Artificial grass save on water bills & maintenance overhead. We have decades of experience in artificial grass design, installation and maintenance.

did
you
know

1 sqm of real grass takes up 200 liters water per year.

Growth
Plan

SEO
Strategy

Marketing
Strategy

Visual design

Colors & Typography

Noah

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IconS used

Start the Project to grow your bottomline

We are really excited and raving to help you grow your businesses with a fully functional, aesthetically pleasing, easily navigated, user-friendly and fully responsive website.

Why wait any longer?

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