OLD WORLD STONEWORKS

Old World Stoneworks makes cast stone fireplaces from a mixture of finely graded aggregates, silica sand and a bonding agent. This mixture results in a line of cast stone fireplaces so similar to limestone it is hard to tell the difference.

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The results

36.02%

increase in organic search

21.94%

decrease in cost per click for AdWords campaigns

6.23%

new sessions as a result of organic search

Challenges

The first challenge was the un-optimized website Globe Runner had to work on. Their website platform was very rigid and limited in the number of customization options.

The second challenge was that bulk edits were nearly impossible on a site that had 60+ products and hundreds of photos meant we had our work cut out for us when it came to up-front and ongoing optimizations for the website. Their site also had multiple quote forms for their different product lines that were bulky and could be considered overwhelming for some users. Our plan was to optimize all the pages on the site as well as find a better way to make requesting a quote as easy as possible for users.

The third challenge was Old World Stoneworks paid search campaigns on Adwords. While they had been running for just under a year, the campaigns were not being tracked properly so the client had no way of knowing what a lead was costing them, much less if the campaigns were even profitable.

Solutions

We created new product descriptions for each product as well as optimized product titles and product images page by page. Along with these ongoing updates, we also ensured that new quality content was being added to the site through their blog, built up their social profiles and were constantly on the lookout for highly relevant link opportunities for their website. On the paid side, we did a complete account overhaul and restructured their existing campaigns. Through some key insights and ongoing optimization, we were able to make a big impact on account profitability. We launched a new e-commerce site for the client, a significant development effort that has yielded great results for lead generation.

Conclusion

When comparing Old World Stoneworks’ full first year with Globe Runner the results were sizable. Our most significant results for organic came from Globe Runner revamping the client’s entire strategy. The client saw 36.02% increase in organic search traffic and 6.23% new sessions as a result of organic search. The results were even more dramatic with the paid search campaign with Globe Runner focusing on what it identified as the most important platforms: namely, AdWords, Facebook and Bing. We began call tracking which in turn helped with our cost per conversion. In fact, through Bing, Old World Stoneworks received their first online order (a significant achievement for a company that deals in high-quality stone). In the first year, AdWords campaign became much more efficient yielding a 21.94% decrease in cost per click for AdWords campaign conversions as compared to the pre-Globe Runner year.