Lime Venue Portfolio underwent a complete digital strategy overhaul and brand refresh in 2022. As lead strategist on the account, I developed and lead the multi-channel strategy and implementation of website content, SEO management, PPC campaigns and a brand refresh.
Approach
Website
Over 180 pages of new content to be created in line with new tone of voice guidance (the outcome of an interactive brand workshop with the client). The new website content needed to be optimised for UX, search and sales.
SEO
Creation of an SEO strategy for the entire website, and development of a 12-month content strategy for generating future SEO blog content. Once the pages were written, I lead the ongoing SEO management and reporting of the website’s performance, which included on- and off-page content tweaks for keyword optimisation, creating new SEO landing pages to capture changing search habits, and regular audits of the webpages for technical improvements.
PPC
Crafting and implementing a new, local-first Google Ad strategy, splitting campaigns by location and event venue type to generate specific ad content suited for search intent (ie. ‘wedding venues in London’). Ongoing management and campaign optimisation to increase relevancy and reduce cost per conversion.
Brand refresh
The client wanted a new, vibrant look to help modernise the brand without diverting too far from their renowned purple and lime colours. I led the in-depth research and strategy on this rebrand and directed the creative team to generate a new logo, brand brand guidelines,
Results
- Total website conversions up 147% by the end of 2022
- 21 first-page results for a group of focused SEO keywords
- 88 focus keywords improving their rankings
- Total website traffic up 14.94% compared to previous year
- Paid ad clicks up by 63.64% with the same budget, and paid ad conversions up by 60.67%
- A fresh and zesty new look to modernise the brand and help them stand out in a highly competitive market