An Artificial Grass company in London whose website leads dried up because of an outdated website.
With a strategic & new Conversion Ready Design, his lead count grew by 32 times and online profit by 20 times.
Lead Generating Website Design CASE STUDY
1641%
Adwords ROI
5458%
SEO ROI
2072%
Profitincrease
67%
Mobile
Session
OLD
Look
No
Messages
Not Getting
Enough Sales
DeterioRate
Ranking
Unprofessional
Design
OLD SITE STATS (May 2019)
5%
CONVERSION
57%
BOUNCE RATE
33
LEAD PER MONTH
2.2mins
SESSION DURATION
Old site ROI
396%
SEO Budget : 500 GBP
Number of Leads : 33
Total Orders : 3 Orders
Average Order Value : 2200 GBP
Total Revenue : 6600 GBP / month
Profit @ 30% margin : 1980 GBP / month
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 (May 2020)
17%
CONVERSION
61%
BOUNCE RATE
541
LEADS PER MONTH
1.2mins
SESSION DURATION
May 2020 ROI
1350%
AdWord & SEO Budget : 1500 GBP
Number of Leads : 541
Total Orders : 27 Orders
Average Order Value : 2500 GBP
Total Revenue : 67,500 GBP / month
Profit @ 30% margin : 20,250 GBP / month
NEW SITE STATS (March 2021)
28%
CONVERSION
54%
BOUNCE RATE
1080
LEADS PER MONTH
1.4mins
SESSION DURATION
March 2021 ROI
1641%
AdWord & SEO Budget : 2500 GBP
Number of Leads : 1080
Total Orders : 57 Orders
Average Order Value : 2400 GBP
Total Revenue : 136,800 GBP / month
Profit @ 30% margin : 41,040 GBP / month
Separate landing page for different businesses
Our Design Process
Soul of web design
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
Avg Position
Total Visits
Volume to traffic
4.7%
4
Leads/Month
Current conversion 2%
Keywords ROI
With new keywords that we will get AstroLondon rank on google, will get them just 122 leads / month
Expected
Total volume
Traffic at 5% CTR
1224
122
Leads/Month
Expected conversion 10%
Total jump in
Leads
If client promote these profitable keywords via google AdWords, then they have to spend
2000 GBP/month
to get this much of traffic
Expected 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
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
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
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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?