WSI Wisdom Book English Version | Page 63

Goals and Challenges:
Prior to working with WSI, focusIT was
struggling to generate leads. They were using
an outside sales person who would contact
mortgage companies and try to set up a demo.
focusIT was missing valuable opportunities
due to low exposure online. Also, their
GoToMeeting demos would take about 2
hours – valuable time was lost because their
sales person was wrongly targeting a client
who was not a good fit for their product line.
focusIT was missing opportunities and
spending too much time chasing bad leads.

The Solution:
WSI started with a 20-keyword SEO package.
We wrote and published quality content with a
complete metatag revamp of the existing site.
We also noticed the clickthrough rate on their
pay-per-click (PPC) campaign was below 1%.
Their positioning was good, but their PPC cost
was high and they weren’t generating quality
leads. Therefore, we took over management
of the PPC campaign. We started by removing
their campaigns.
We removed the low performing keywords
and implemented a goal conversion metric to
determine which keywords brought the best
traffic. By eliminating the low performing
keywords, we were able to increase the
budget on the higher performing keywords.

After optimizing the PPC campaign, we then
built a landing page specifically for the PPC
leads. The page was designed with conversion
in mind.

Lastly, we developed an entirely new website
on the WSI eFusion platform. The website
was much cleaner, easy-to-navigate and
communicated much more information. We
implemented a 301 redirect strategy and
careful page naming in the migration. To date
we have seen no drop off from prior rankings.

The Results:
From these efforts, focusIT gained a 100%
increase in the amount of traffic generated
from the website. In addition, they were
receiving an average of 3.8 leads a week from
the website, while prior to this they were
generating about 2-3 per month through all
their efforts.
In fact, because of their exposure on the
search engines for keywords related to Calyx
Point, the Calyx Software Company decided
to offer an exclusive agreement with focusIT
for hosting of their Calyx Point Data Server,
now called PointCentral.
To measure the results, WSI used many
metrics such as percentage of traffic from
search, keyword popularity, clickthrough
rate, and goal conversions.

WSI Consultant:
SCOTT ROBBINS
Arizona, USA
www.wsilogix.com

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