Fabric Architecture

 

Situation Appraisal

Fabric Architecture launched a new website in September 2007.  They had just launched a new site and were looking to increase traffic volumes.  

 

Objectives 

  • Increase awareness of Fabric’s work
  • Improve visibility on search engines
  • Generate leads for sales team 

 

Strategy

A Google Adwords test campaign showed that visitors brought to the site by non technical keywords (important decision makers) were not engaged and left the site within seconds.  
Visitor tracking helped us to identify distinct target visitor groups and what they were interested in. We launched a new website in March 2009 which significantly enhanced the user experience. The project archive pages were radically redesigned with a new search functionality allowing visitors to find projects under 6 different criteria as well as keyword search.  A new content management system allows Fabric Architecture to edit and update all the structures, projects and content pages.  A strategic approach to paid search and email marketing was introduced.

 

Results

Site redesign, combined with clearly targeted marketing campaigns and the implementation of a sophisticated analytics tool (WebTrends) has meant improved visibility on search engines, greater numbers of site visitors and an increased number of leads for the sales team to follow up.