What evidence can you share that demonstrates the impact of the engagement?
The organic traffic to our site has increased, and so have conversions in terms of PDF downloads, form fills, and phone calls. An increase in organic traffic generally indicates good SEO, and we’re seeing significant differences year over year.
We also look at attribution reporting for deals and opportunities, whether they’re open or closed. There’s attribution to organic traffic, so there’s ROI behind that as well.
PPC is much more metrically-driven. Being that it’s paid advertising, it’s a lot more quantitative than qualitative. key things we’re looking at with that are impressions, clicks, and conversions. Our company doesn’t do much in terms of e-commerce, in that we only sell parts, so e-commerce is a bit limited. We’ve still done some shopping campaigns with them, and we’ve had revenue generated.
Outside of that, it’s pretty straightforward. The key thing is digging into the reporting and getting unique insights on ways to enhance our presence and increase results from strategies. These can be custom audiences or just going about strategically setting up campaigns. WebFX has done a great job on this.
How did WebFX perform from a project management standpoint?
They really excel in organization. Everything is laid out in a timeline format of sorts, with very detailed descriptions of what’s coming up. We have a calendar layout of what’s going on, and they have a proprietary system through which they keep track of project progress. We were meeting every week in the beginning, and now it varies between 1–2 weeks. We have hour-long phone calls to talk about the projects being worked on and upcoming ones, along with brainstorming and general discussion.
Our main contact is an internet marketer and project manager, and she executes items associated with a lot of projects. Some things fall out of her scope, such as web development and copywriting.
The project management is well-communicated, organized, and transparent. I’m able to look up things on my own, instead of having to wait for them.
What did you find most impressive about them?
Not having worked with an SEO provider in the past, I can’t say how WebFX would compare. Having worked with multiple PPC management firms in the past, the experience with WebFX is night and day in terms of reporting. They’re strategic and specific, and they come to us with ideas instead of waiting to be told what to do. This is why we pay for PPC management: it’s a fulltime job, and we have too many other things going on. Their ability to come forward with strategies and ideas has been huge.
Are there any areas they could improve?
We’re going to run into a couple of bumps in the road with any company we’ve worked with for less than a year, just in terms of learning our company and products, which are decently complex. We also sell both B2B and B2C. We’ve seen the biggest learning curve with their copywriting team, getting them to understand some technicalities and our voice. To WebFX’s credit, they’ve been super willing to learn and challenge themselves. We’ve had a couple of bumps in the road, but I wouldn’t call them major. They’re very receptive to critiquing and challenging themselves, and to learning more about our company.
Do you have any advice for future clients of theirs?
Getting started, the client definitely should make sure they have the time and internal resources to do the onboarding properly. That’s huge, and it’s when WebFX will get to know the client’s website and other online properties, as well as just learn about what the company does, who are its clients, and what its voice is like. That’s a crucial stage in the first two months, and it would be unfortunate for the client to have it as just something on the side, and not get the most out of it. If they have the time and resources to dedicate to the initial onboarding, it’ll help a lot down the road and create a stronger relationship.
WebFX is great at coming up with ideas and strategies, but the client can certainly have time and resources dedicated to coming up with their own ideas and mesh all of those together.