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Small Changes to a WordPress Theme to Deliver Big Results

Liam Dempsey
Liam Dempsey

Liam Dempsey of LBDesign gave a presentation about how they helped a small law firm client improve their website and digital marketing. Through an SEO audit, they identified opportunities to improve the site like better meta descriptions and use of categories. They created customized calls-to-action for blog posts and landing pages to capture leads. In the first 9 months, the client saw a 300% return on investment from new business generated by the forms. The client continues to receive 1-2 new leads per month, and LBDesign gained a case study and happy client.

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Deliver Big Results @liamdempsey Small Changes to a WordPress Theme to
Hi! Im Liam Marketing and design consultancy with LBDesign LBDesign works with businesses and non-profits to bring strategy and structure to marketing efforts Mostly, we create websites and help clients market themselves through those sites
Tell me about yourselves! Who works in marketing? Who builds websites? Focuses specifically on SEO? Does a number of these and related services?
Whats the context of this talk? As a small business owner, looking to provide more value to smaller clients As a small business owner, looking for ways to sell further to existing clients Looking for realistic projects that deliver money in our pockets while delivering bigger returns in those of our clients
THIS IS A CASE STUDY With lessons that can be applied to lots of projects
The client Very small law firm in the midwest in a town of 100,000 Provide primary estate planning services
Our work with the client Working together since 2010 Built a child-theme Rebuilt the same design with ACF and responsiveness in 2015 Edit monthly blog posts for style and SEO Basic WordPress maintenance and updates
The state of the client site A conversative, but clean design A brochure website little interactivity Not focused on visitor engagement
The state of the clients digital marketing Organic SEO for estate planning related words and phrases Relying on monthly blog posts to improve SERP placement Client-managed Google AdWords on an as-needed basis
LOOKING FOR MORE VALUE For both the client and for my business or what we did that worked well for both our client and for us.
Getting into that value effort Early 2018 chatted with client about SEO audit Used that audit to suggest further work Rolled out the site updates Watched the results flow in
Conducted an SEO audit Used an audit format and template report from Rebecca Gill Used SEMrush and ScreamingFrog Produced a basic report that highlighted suggested edits Only charged for 4 hours spent 6.5 hours
Reviewed Google Analytics Looked at traffic for the entire previous year (2017) Picked out key data and trends did not study everything
Top findings from research Identified simple ways to improve the SEO of the site like better meta-descriptions, use of categories and category pages Identified top performing blog post pulled in ~2400 visits of a total of ~11,000 across the entire site
Pitched updates to client Create customized calls-to-action for blog posts Create call-to-action specific landing pages Detailed Google Analytics tracking on call-to-action activity like button clicks, form submissions, and thank you page hits
Client approvals 34 hours of work for us Rejected pop-up functionality
WHAT DID WE DO Lets get into the specifics
That call to action (a) Custom theme with Advanced Custom Fields plugin Using ACF, created two pre-set calls to action First CTA: focused on the topic from that most visited post Second CTA: general CTA about the clients area of law
That call to action (b) Third CTA: totally customizable on a post-by-post basis
CTA on the front end
CTA on the WP dashboard
CTA on the WP dashboard
Landing page on the front end Same template as from previous 2015 update Customized messaging for each of the two default CTA Same Gravity Form Could add additional custom landing pages for customized CTA
Post form submission Details fed into the WordPress database Client sent the submitted details Form submitter sent an auto-responding thank you email, with the submitted fields attached We were sent an anonymized version of the form basically a notification about which CTA/form have been completed
HOW DID IT ALL WORK OUT? Lets chat about the wins for the client and the wins for us.
The clients wins In 9 months after launch of upgrades, the client picked up 300% of the project cost in new business via the new calls-to-action The forms converted: 50% of submissions of the first form became clients; 75% of submissions of the second form became clients Forms continue to bring 1-2 leads per month
Our wins 34 hours of billable work to an existing client A very happy client A continued relationship where we edit blogs every month Great case study for other sales efforts
QUESTIONS What can I answer for you? @liamdempsey | @LBDesign

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Small Changes to a WordPress Theme to Deliver Big Results

  • 1. Deliver Big Results @liamdempsey Small Changes to a WordPress Theme to
  • 2. Hi! Im Liam Marketing and design consultancy with LBDesign LBDesign works with businesses and non-profits to bring strategy and structure to marketing efforts Mostly, we create websites and help clients market themselves through those sites
  • 3. Tell me about yourselves! Who works in marketing? Who builds websites? Focuses specifically on SEO? Does a number of these and related services?
  • 4. Whats the context of this talk? As a small business owner, looking to provide more value to smaller clients As a small business owner, looking for ways to sell further to existing clients Looking for realistic projects that deliver money in our pockets while delivering bigger returns in those of our clients
  • 5. THIS IS A CASE STUDY With lessons that can be applied to lots of projects
  • 6. The client Very small law firm in the midwest in a town of 100,000 Provide primary estate planning services
  • 7. Our work with the client Working together since 2010 Built a child-theme Rebuilt the same design with ACF and responsiveness in 2015 Edit monthly blog posts for style and SEO Basic WordPress maintenance and updates
  • 8. The state of the client site A conversative, but clean design A brochure website little interactivity Not focused on visitor engagement
  • 9. The state of the clients digital marketing Organic SEO for estate planning related words and phrases Relying on monthly blog posts to improve SERP placement Client-managed Google AdWords on an as-needed basis
  • 10. LOOKING FOR MORE VALUE For both the client and for my business or what we did that worked well for both our client and for us.
  • 11. Getting into that value effort Early 2018 chatted with client about SEO audit Used that audit to suggest further work Rolled out the site updates Watched the results flow in
  • 12. Conducted an SEO audit Used an audit format and template report from Rebecca Gill Used SEMrush and ScreamingFrog Produced a basic report that highlighted suggested edits Only charged for 4 hours spent 6.5 hours
  • 13. Reviewed Google Analytics Looked at traffic for the entire previous year (2017) Picked out key data and trends did not study everything
  • 14. Top findings from research Identified simple ways to improve the SEO of the site like better meta-descriptions, use of categories and category pages Identified top performing blog post pulled in ~2400 visits of a total of ~11,000 across the entire site
  • 15. Pitched updates to client Create customized calls-to-action for blog posts Create call-to-action specific landing pages Detailed Google Analytics tracking on call-to-action activity like button clicks, form submissions, and thank you page hits
  • 16. Client approvals 34 hours of work for us Rejected pop-up functionality
  • 17. WHAT DID WE DO Lets get into the specifics
  • 18. That call to action (a) Custom theme with Advanced Custom Fields plugin Using ACF, created two pre-set calls to action First CTA: focused on the topic from that most visited post Second CTA: general CTA about the clients area of law
  • 19. That call to action (b) Third CTA: totally customizable on a post-by-post basis
  • 20. CTA on the front end
  • 21. CTA on the WP dashboard
  • 22. CTA on the WP dashboard
  • 23. Landing page on the front end Same template as from previous 2015 update Customized messaging for each of the two default CTA Same Gravity Form Could add additional custom landing pages for customized CTA
  • 24. Post form submission Details fed into the WordPress database Client sent the submitted details Form submitter sent an auto-responding thank you email, with the submitted fields attached We were sent an anonymized version of the form basically a notification about which CTA/form have been completed
  • 25. HOW DID IT ALL WORK OUT? Lets chat about the wins for the client and the wins for us.
  • 26. The clients wins In 9 months after launch of upgrades, the client picked up 300% of the project cost in new business via the new calls-to-action The forms converted: 50% of submissions of the first form became clients; 75% of submissions of the second form became clients Forms continue to bring 1-2 leads per month
  • 27. Our wins 34 hours of billable work to an existing client A very happy client A continued relationship where we edit blogs every month Great case study for other sales efforts
  • 28. QUESTIONS What can I answer for you? @liamdempsey | @LBDesign