Too many microsites
Too Many Microsites
Help, they are all competing with each other
Customer’s Objectives
The client’s immediate goal was to evaluate whether to maintain their six industry-specific microsites or consolidate them into a single central website.
Our Process
Discovery and Insights:
- Through detailed discussions, we uncovered that an SEO company’s recommendation had influenced the client’s decision to adopt microsites. However, the company did not correctly explain the time and resources required to optimize and maintain multiple sites.
- Having had negative experiences with SEO providers who lacked industry understanding, the client was understandably hesitant to outsource further. Our deep industry knowledge and data-driven approach resonated with them, establishing trust and aligning with their needs.
Comprehensive Website Audit:
- We thoroughly audited the client’s main website and microsites to establish a baseline for strategic decision-making.
- The audit analyzed key metrics, including monthly traffic for each site, search terms driving traffic, inter-site competition, bounce rates, traffic flow, and competitor performance.
Data-Driven Strategy:
- Leveraging insights from the audit, we identified that the microsites were directly competing with one another in search results, reducing the overall effectiveness of their online presence.
Project Outcome
Consolidation Decision:
- Based on the data, the client opted to consolidate their microsites into a single, stronger leading site. However, the microsite URLs were retained as marketing landing pages, preserving their potential value for future campaigns.
- This strategic shift ensures a more cohesive and focused website better positioned to attract and convert new traffic.
Ongoing Improvement Framework:
- We developed a monthly reporting system to track critical website metrics. This enables the client to make data-driven decisions about future site enhancements.
Combining industry expertise with a methodical, data-backed approach empowered the client to overcome previous challenges and lay the groundwork for a more effective and sustainable digital strategy.
Working with Pump Marketing Solutions has been a breath of fresh air. After four months of frustration with another SEO outfit, I was never able to reach a point where I felt like they understood my needs or where meaningful change was happening. I felt like they were trying to make my needs fit their service. From the first phone call, working with Keith and Michelle was a completely different experience. I felt like they really wanted to understand the unique needs of my company. Rather than a big “team” of supposed specialists that I never get to talk to, they personally have the skills to help me understand and make changes. I knew my sites could be better but didn’t have the direction to achieve improvements on my own. After only two months with Pump Marketing Solutions, I know my site is already performing better and I see a clear path to ongoing improvements. I always say that I love to love my vendors. Pump Marketing Solutions is quickly becoming one of my favorite checks to write each month because of the value they are providing to my business.
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