iformat's digital strategy for Maximum Business Solutions.
We’re excited to share with you a recent project for local bookkeepers in Bayside, Maximum Business Solutions.
Their previous site was a static website with a couple of scrolling pages – but all these pages shared the same URL: simply maxbusiness.com.au. The entire site held very little content and as a result struggled to even make a dent in Google’s search results: it struggled to rank in what is already a very competitive space.
Max Business engaged in a digital strategy from iformat, and below we recap the important steps taken to transform their website.
This is perhaps the most important step of the entire strategy as it sets the expectations and understandings from both iformat and our client.
We analysed the site’s existing performance, its competitors, and its ideal target markets. The outcomes of this workshop included content ideas and suggestions, a clear understanding of Max Bus’ purchase cycle, and a variety of appropriate calls-to-action.
During this stage, we learn how the client sees their own business, and with that knowledge, we move to stage two: research and analysis.
Research and analysis
This stage is based around SEO and market research.
We conducted a whole lot of SEO research, finding out what exactly people are searching when they need bookkeeping or account management services.
We find a lot of the time that what clients think people are searching for vs. what people are actually searching for can differ considerably. This stage is a real eye-opener and lets a client see their business (or industry) from the outside.
With the final keywords selected and approved by Max Bus, the site map was finalised and the content creation began.
To create good content, we:
- Format a page (by using bullet points, lists, short paragraphs, headings, etc.)
- Use keywords appropriately
- Write engaging, informative, and helpful copy
When people visit your website, your content is acting as your “salesperson”. A prospect can visit your site half a dozen times before even thinking about getting in touch and speaking to one of your team. That’s why your website’s content must be not only useful and easy to understand, but it must also (subtly) sell a product or service.
A content marketing tip that I love is:
Don’t sell the mattress. Sell the good night’s sleep.
That is, sell the solution – the problem you can solve; the benefit you provide – rather than a product or service.
The structure stage is an important one as it takes the newly created content and structures it by creating an attractive and practical website layout.
Rather than slap a bunch of content onto a page, we carefully structured Max Bus’s new content into a logical structure. In fact, we tend to describe this as “designing content”, so it could technically fit into the next step!
As content was being written, initial designs were taking place.
For a client like Max Bus, we provide designs for the home page, an inner page, and the contact page. Revisions are made, final designs are approved, and combined with the final designed content, we can begin to build.
Today, you’d be hard pressed to find a digital agency that doesn’t automatically make all its websites responsive. Responsive (or “mobile-friendly”) web design is a non-negotiable, and it has been for a few years now.
It was key that Max Business’ website was not only equipped with all the essential SEO elements, but also built on a platform that would suit the business’s need. The site is on the dependable Business Catalyst platform.
As timing would have it, the site was launched just as we were approaching the busy few weeks before the end financial year. Due to this apt coincidence, we also added a couple of blog posts providing helpful information for businesses around this time.
So far, so good
The below screenshot has been taken from Google Analytics showing the comparison between 1st May to 10th August (blue line) and 20th January to 30th April (orange line). As you can see, all signs are pointing up!
Sessions, users, page views, pages per session, and the average time spent on the website have all increased considerably. The bounce rate has also been reduced by almost 30%!
Our keyword analytics software offers very little in terms of ranking before the site was relaunched: without optimised content on the site, it struggled to rank at all. After, though, you can see (below) an increase in keywords from April; this shoots upwards in June – just after the new site was launched.
- View Maximum Business Solutions’ new website here
- View many more projects in our updated portfolio here
- Get in touch with us if YOU want a digital strategy that transforms your website into a 24/7 Sales Team
Read more case studies for some of our recent clients in these other blog posts:
- Digital strategy for Watermaster Plumbing Solutions (plumbers in Bayside)
- Digital strategy for Galmier Locksmiths (locksmith in Bayside)