Straight North

BACKGROUND

Please describe your company and position.

I am the Marketing Director of a manufacturing company 

Describe what your company does in a single sentence.

Our company manufactures specialty fenestration solutions from transaction windows to security window and door systems that protect from blast, ballistics, forced entry and storm impact.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Straight North to accomplish?

• Increase Keyword Performance
• Increase Traffic Volume to Websites
• Optimize Ad Spending to Increase Conversions

SOLUTION

How did you find Straight North?

Online Search

Why did you select Straight North over others?

• High ratings
• Pricing fit our budget
• Good value for cost

How many teammates from Straight North were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Straight North managed our SEO and PPC compaigns with oversight into the technical performance of the site to optimizing the content to ensure our website achieved top performance in Google through keyword rankings and lead conversion.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Continous month over month and year over year improvements in targeted and overall keyword rankings with overall increase in traffic, leads and conversions.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Timely delivery of content development, responsive to emails and active on investigating issues as needed.

What was your primary form of communication with Straight North?

Virtual Meeting

What did you find most impressive or unique about this company?

The results spoke for themselves and they worked to provide timely responses to questions, thorough investigations and proactive recommendations to improve performance. Liam was a phenomenal Account Manager which made a big difference in how our account was handled.

Are there any areas for improvement or something Straight North could have done differently?

Proactive and more communication on how they address declining results (dur to forced out of their control) and how they expect to combat and overcome these obstacles to recover our performance.

BACKGROUND

Please describe your company and position.

 I am the Marketing Lead of a business services company 

Describe what your company does in a single sentence.

We are one of the fastest-growing, woman-owned and led talent and consulting firms, with an expanding roster of Fortune 1000 clients, Best-of awards, and a relationship-first approach to hiring.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Straight North to accomplish?

Expand the business value of our website by increasing targeted organic search traffic that converts into sales leads

SOLUTION

How did you find Straight North?

Online Search

Why did you select Straight North over others?

• High ratings
• Close to my geographic location
• Pricing fit our budget
• Great culture fit

How many teammates from Straight North were assigned to this project?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

Straight North was engaged to execute a comprehensive SEO strategy for our staffing company across two consecutive 12-month contracts. The goal: drive qualified organic traffic and increase conversions through targeted content, technical improvements, and authoritative backlinks.

Key Deliverables:

1. Target Page Optimization and Content Creations
2. Link Acquisition
3. Technical SEO
4. Keyword Research and Gap Analysis
5. Conversion Tracking
6. Reporting and Campaign Management

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Since kicking off the campaign, we've seen steady improvements in website traffic, keyword rankings, and a positive shift in conversions. Month-over-month traffic and conversions are both trending up, and several of our key pages are starting to rank more competitively. Overall, we're seeing meaningful progress and momentum!

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Calli has been fantastic to work with—she's timely, extremely knowledgeable, and always willing to jump in to help. Communication has been clear and consistent, and deliverables have been completed on schedule. She's made the process feel seamless and has been great a responding to our questions and needs along the way. We're extremely grateful to work with her and the team!

What was your primary form of communication with Straight North?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What stood out the most was how thorough and strategic the entire approach has been. From day one, the team came in with a clear plan, strong attention to detail, and a deep understanding of SEO best practices.

Are there any areas for improvement or something Straight North could have done differently?

Not at this time! 

BACKGROUND

Please describe your company and position.

I am the CEO of Musicians Made

Describe what your company does in a single sentence.

We are a local music school that teaches private lessons to all ages and abilities.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Straight North to accomplish?

• Improve our SEO
• Increase ROI
• Optimize our ads & GMB profile

SOLUTION

How did you find Straight North?

Online Search

Why did you select Straight North over others?

• Great culture fit
• Other

Describe the scope of work in detail. Please include a summary of key deliverables.

Straight North has helped us improve our overall local SEO and optimize our ads and GMB profile. They have build out multiple pages on our website, written articles to get high quality backlinks, and helped up optimize our digital marketing presence in the community. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We have increased our monthly lead count which in turn has helped us to increase revenue. Our biggest goal was to have a great ROI and Straight North has fully delivered on that!

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Items have been delivered in a timely manner and they have responded to our needs and concerns very well! I am very impressed with their level of care and dedication to our goals!

What was your primary form of communication with Straight North?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

They are very experienced in the digital marketing feild. I initially hired them because they had so much industry experience and even marketing experience in my specific business!

Are there any areas for improvement or something Straight North could have done differently?

Straight North has delivered at a high level for everything they cover for us in digital marketing. I think my expectations were just off a little when it comes to haow far their service would go. I.E. when building out pages they kill the seo copy and build out a very basic page. I should have understood that design/layout of new pages was not included in that service. So overall the only improvement would just be more clarity in onboarding. I am overall very pleased!

BACKGROUND

Please describe your company and position.

I am the Vice President Marketing of Bernina of America

Describe what your company does in a single sentence.

BERNINA of America has been one of the world's leading sewing and embroidery machine manufacturers for more than 130 years.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Straight North to accomplish?

• Improve Direct Mail Promotions
• Raise the Creative Bar
• Increase Dealer Participation

SOLUTION

How did you find Straight North?

Referral

Why did you select Straight North over others?

• Close to my geographic location
• Great culture fit
• Referred to me
• Company values aligned

How many teammates from Straight North were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Monthly Direct Mail Programs supported by digital assets for Social Media and online marketing for B2C and also providing assets to our dealers.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Participation amoung our dealers saw an increase of 11% and consumer sales were increased by approximately 20%.  Both Dealers and consumers enjoyed the beautiful and engaging creative product.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Straight North from day one exceeded our expecations not only with on time and on budget, but the quality of the work.  They are very much an important part of our extended team.  They picked up our brand and voice so quickly and you can tell they all love what they do and it shows in the product they produce.

What was your primary form of communication with Straight North?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The people.  They are a joy to work with.  They care so much about each assignment and put their all into it.  They are a wonderful partner and my team loves working with them.  It's seamless and we work with several different creative partners and Straight North partners with everyone.  It's about the work and doing the best to get the results. 

Are there any areas for improvement or something Straight North could have done differently?

Nothing.  We couldn't be more pleased with the product and service we receive. 

BACKGROUND

Please describe your company and position.

I am the Content & Communication Manager of Whip Around

Describe what your company does in a single sentence.

Whip Around is a fleet inspections and maintenance B2B SaaS software platform.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Straight North to accomplish?

• Improve SEO rankings
• Optimize and maintain website health from SEO perspective
• Improve and optimize PPC performance

SOLUTION

How did you find Straight North?

Referral

Why did you select Straight North over others?

• Close to my geographic location
• Pricing fit our budget
• Referred to me

How many teammates from Straight North were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

The scope of work for Whip Around's National SEO campaign conducted by Straight North includes a comprehensive set of activities aimed at enhancing the business value of Whip Around's website by increasing targeted organic search traffic that converts into sales leads. The campaign targets the USA and involves both on-site and off-site SEO strategies. Below is a summary of the key deliverables and activities:

Goal: Expand the business value of Whip Around's website by increasing targeted organic search traffic that converts into sales leads.

Content Optimization:

Objective: Mitigate content decay and ensure continuous improvement of target page content.
Activities: Iterative optimization of target pages to maintain relevance and accuracy.
Technical Optimization:

Objective: Ensure the technical structure of the website supports SEO performance.
Activities: Diagnostic checks for issues such as manual actions, security issues, indexing, HTTPS, mobile usability, and page speed.

On-Site Optimization:

Objective: Optimize existing pages and create new content to improve SEO performance.
Activities: Analysis and optimization of target pages, content creation, and publishing.
Content Assets and Link Acquisition:

Objective: Develop high-quality content to acquire valuable inbound links.
Activities: Content creation, publisher outreach, and link acquisition targeting relevant publisher websites.

Keyword Research and Content Gap Analysis:

Objective: Identify relevant keywords and uncover content gaps compared to competitors.
Activities: Crawling the website, keyword research, and competitor analysis.
Target Page/Keyword Selection, Mapping & Prioritization:

Objective: Develop a strategy for target pages and keywords.
Activities: Selection, mapping, and prioritization of target keywords and pages.

Technical SEO:

Objective: Identify and address technical SEO issues.
Activities: Diagnostic checks and recommendations for technical improvements.
Backlink Profile Audit:

Objective: Ensure a healthy backlink profile.
Activities: Audit of the backlink profile and disavow file submission if necessary.

Objective: Capture and analyze conversions generated by the SEO campaign.
Activities: Implementing form and phone tracking technologies.
GoNorth! Reporting Dashboard:

Objective: Provide a detailed, real-time view of campaign performance.
Activities: Access to a reporting dashboard with various metrics and insights.
Navigation Improvement Recommendations:

Objective: Improve website usability and dwell time.
Activities: Analyzing user behavior data and providing navigation improvement recommendations.
Conversion Optimization Recommendations:

Objective: Increase the conversion rate of the website.
Activities: Analyzing user behavior data and providing conversion optimization recommendations.
Monthly Campaign Management & Communication:

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We have seen increases in SEO website conversions and visits along with improvements in rankings for critical keywords since embarking on this project with Straight North.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Weekly meetings are very helpful, to the point and action oriented. Projects are delivered on time and reporting is provided each month (and more frequently if requested). 

The team will go above and beyond if something outside of the ordinary is requested and are willing to adjust to meet our needs. We are very satisfied with their work.

What was your primary form of communication with Straight North?

Virtual Meeting

What did you find most impressive or unique about this company?

Their friendly, adaptable demeanor and emphasis on continually analyzing performance to fix issues that may arise as we go along.

Are there any areas for improvement or something Straight North could have done differently?

None at this time.

BACKGROUND

Introduce your business and what you do there.

I’m the accounting and office manager at an HVAC installation company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Straight North?

We needed their team’s SEO expertise.

SOLUTION

What was the scope of their involvement?

Straight North helps maintain and optimize our website and tracks our Google hits. Every month, they show us our Google hits progress, whether it’s been up or down. They come up with strategies and give us suggestions for blogs for our website. 

What is the team composition?

I deal with one teammate, Katie (Account Manager)

What is the status of this engagement?

We started working with them in January 2022, and our engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Straight North has met every monthly goal each month; the quality of their work is top-notch. All their suggestions have been awesome. We were very impressed with their initial presentation.

How did the company perform from a project management standpoint?

Straight North has met all the deadlines, and Katie is always in communication with me. We communicate through email and Zoom meetings.

What did you find most impressive about them?

They do everything well. The prior company we worked with didn’t take the initiative that Straight North does.

Are there any areas they could improve?

No, nothing comes to mind.

Do you have any advice for future clients of theirs?

I recommend having an initial meeting with them.

BACKGROUND

Introduce your business and what you do there.

I’m a client representative for a third-party logistics provider. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Straight North?

We were looking for an updated modern website, so we hired Straight North. 

SOLUTION

What was the scope of their involvement?

We gave Straight North a general idea of what we were looking for and notes about the content we wanted on the site. The website has multiple pages, links to our inventory management system, and a place for customers to contact us. The team also provided SEO and wrote content for the website. 

What is the team composition?

We worked with about seven people, including Natalie (Project Manager). 

How did you come to work with Straight North?

We found them through Clutch. 

How much have you invested with them?

We spent between $10,000–$20,000. 

What is the status of this engagement?

We worked together between June 2022–April 2023, but there were delays on our end that caused the engagement to go longer. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

We’ve had very positive internal feedback and seen an increase in leads since the launch. Overall, we’re pleased with the outcome of the site and how it’s working. 

How did Straight North perform from a project management standpoint?

Things were delayed a bit, but that wasn’t Straight North’s fault. The team stayed within budget despite the delay and was very accommodating. 

What did you find most impressive about them?

The process was smooth, and the team was flexible and responsive. When we had any issues, Straight North was able to solve them. 

Are there any areas they could improve?

There’s nothing we can come up with. 

Do you have any advice for potential customers?

Reach out to your project manager if you have any questions. 

BACKGROUND

Please describe your company and position.

I am the Marketing Specialist of (a/an) Business services

Describe what your company does in a single sentence.

We're a global systems integrator focused on delivering results for our customers through unparalleled service excellence.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Straight North to accomplish?

• Bring our cost per acquisition down to around $100
• Increase market share
• Stabilize our account and make steady progress

SOLUTION

How did you find Straight North?

Online Search

Why did you select Straight North over others?

• High ratings
• Pricing first our budget
• Good value for cost
• Company values aligned

Describe the scope of work in detail. Please include a summary of key deliverables.

We brought on Straight North to help manage our Google ad account. It had been passed around on our team for a while and was not delivering consistent results. This was a large deliverable that was expected, as well as achieving our previous goals. We run ads for just our company in a competitive industry and have anywhere from 8 - 10 campaign groups live.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• We have reached and stayed within our $100 Cost per acquisition range
• We have increased our market share
• Our overall impressions have continue to go up

Describe their project management. Did they deliver items on time? How did they respond to your needs?

This team has been very responsive! Sara has always been a good point of communication for us and when small mistakes were made she was quick to fix them. We have monthly meetings and go over our progress and Sara always takes time to make sure we have time to chat about our own ideas or concerns. I feel like this is the best our Google ad account has ever been handled and they have proven to be real experts in this area.

What was your primary form of communication with Straight North?

• Virtual Meeting
• Email
• Messaging App

What did you find most impressive or unique about this company?

We're impressed with the consistency of their work.

Are there any areas for improvement or something Straight North could have done differently?

Not that I can think of. If any issues have arisen they were always handled promptly. I think Straight North has done a great job!

BACKGROUND

Please describe your company and position.

I am the Sales Manager of a cold storage service company.

Describe what your company does in a single sentence.

We rent our refrigerated containers and trailers to businesses who need to store temprature sensitive products/materials.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Straight North to accomplish?

• Enhance our digital footprint
• Increase traffic to our website

SOLUTION

How did you find Straight North?

Online Search

Why did you select Straight North over others?

• Great culture fit
• Good value for cost
• Company values aligned

What was the size of Straight North’s team?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

By creating target words, back links, and campaigns we were able to drive more traffic to our website creating more leads for sales.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• website page clicks
• Website leads generated

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Justin has been a great partner for our company. We have done quite a lot of website tailoring and customizing to fit our needs. All efforts to meet the requirements have been prompt and accurate. We really enjoy working with Justin and his expertise makes for a simple yet efficient relationship with Straight North.

What was your primary form of communication with Straight North?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The Straight North Dashboard that breaks down all our data and metrics is a tool that has been very valuable. We enjoy running throught all the objective data weekly to see where we can improve and identify what we are doing well.

Are there any areas for improvement or something Straight North could have done differently?

Any issues that we have are presented to our account manager (Justin) and then promptly rectified so nothing to report at this time,

BACKGROUND

Introduce your business and what you do there.

I’m a department director for an HVAC and plumbing company comprising a network of local HVAC and plumbing businesses across the country. In my role, I’m responsible for driving the SEO and content strategy and performance for all of our branches across the network.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Straight North?

We needed someone to provide us with SEO services to help drive our organic search performance. Our ultimate goal was to capture the attention of searchers for our services and drive them to our sites to ultimately convert into leads for the business.

SOLUTION

What was the scope of their involvement?

Straight North helps us drive our content strategy and create new and refreshed content across our websites. Initially, we provided them with a brief, and we went through a scoping process to get aligned on the deliverables and expected outcomes.

Thus far, Straight North has worked on 10 different websites across our network, including our main website and nine local websites. For every website, they initially do a foundational analysis and some audits to better understand its current strengths and weaknesses from a content and technical perspective.

Once Straight North completes the initial analysis, they send us their findings and recommendations on how to address some opportunities. From there on, they provide us with monthly recommendations for on-page content updates. Their scope includes keyword research and content ideation.

When we approve Straight North’s recommendations, they go ahead and create the content for us to review and ultimately publish on our websites. In addition to that, they provide us with follow-up reporting and analysis on how our content updates are performing. This part of the process also includes competitor analysis.

What is the team composition?

We work with a team of 5–6 people from Straight North, most of whom work behind the scenes. We mainly collaborate with the account manager, but they sometimes bring a subject matter expert (SME) into the conversation.

How did you come to work with Straight North?

My company started working with Straight North before I joined, so I’m not completely sure how that relationship started.

How much have you invested with them?

We spend around $25,000 per month. However, our budget has increased over time. In total, we’ve spent close to $600,000.

What is the status of this engagement?

We started working together around June 2021, and our engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

The main KPIs we use to evaluate Straight North’s performance are our increases in organic leads and revenue. As secondary indicators, we look at organic traffic and page-one keyword coverage growth for our target keywords. Although I can’t share specific numbers, I know that our partnership has grown since I joined because they’ve helped us drive good performance on our sites.

How did Straight North perform from a project management standpoint?

Straight North delivers on time and within budget. They use their own proprietary tool for reporting called Go North; however, we don’t use it because we haven’t found value in it. Additionally, we communicate via email and virtual meetings.

What did you find most impressive about them?

Straight North has a strong content strategy and focus.

Are there any areas they could improve?

I’ve identified two areas of opportunity for Straight North. On the one hand, their reporting cadence and level of detail could be improved. We feel like we’re not getting proper data analysis and reporting from them.

On the other hand, I’ve only worked with Straight North’s account manager. However, I’m used to working with other SEO agencies on status calls where the account manager, an SME, and 2–3 people who actually do the job participate. I feel that only working with the account manager creates additional layers of feedback, making it cumbersome to get an answer. Therefore, it would be great if Straight North included more people on the calls.

Do you have any advice for potential customers?

Understand upfront what type of reporting and analysis you want from the agency, as well as what type of strategic approach. Based on that, ask Straight North the proper questions to ensure that they’ll provide the level of detail you want from their reporting and analysis.