PLAN
Rotobrush International, an air quality pioneer with its duct cleaning equipment, faced increased competition and buyer perception as a commodity product. It requested an update to their website because the old one had outdated information. Rotobrush had recently launched a new brand look and wanted the website to coordinate with the brand look and feel.
CREATE
SA designed and created a new website with a content management system (CSM) that would allow the client to easily update the website on their own. Along with the launch of the new website, SA implemented both an SEM and SEO plan to help successfully increase traffic to the site and, thus, increase prospective customers.
With research, SA embarked on a B2B repositioning campaign among major duct cleaning companies in North America. With messages tailored from research and relationships, SA told the Rotobrush story, past and present, in shaping the industry and how its duct cleaning devices are superior in the industry.
ACHIEVE
In a six-month period the website has:
- Averaged over 600 visitors per day
- Decreased the bounce rate throughout this timeframe
- Has increased prospective customers through search engine metrics (SEM) with over 80% of web traffic from pay-per-click advertisements
- SEO increased Rotobrush’s ranking on 12 keywords on both Google and Yahoo
- Organic traffic from search engines has increased
- A large portion of leads were attributed to SEM and to the website
In regards to media relations, there were three hits:
- A “Tech Update” in Contracting Business
- “Contractor Training Through Distributors” in The News
- “Education Feeds the IAQ Market” in The News
