The first component of the campaign was to compose the website designs into a fully functional website. It was important to keep page load times to a minimum as this positively impacted rankings but also, and as importantly, helped maximize visitor-to-lead conversion rates.
The platform of choice was HTML5, with WordPress powering the blog, as this allowed the site to load faster than most of its competitors and also made it possible to create transition and loading effects. The latter is important, as it helps increase conversion rates without sacrificing rendering on mobile phones and tablets.
In terms of lead generation, after an extensive review of the sector’s digital marketing landscape, the chosen Pay Per Click (PPC) channel was Google AdWords as the Cost Per Click (CPC) on target keywords were in the low to medium range. This meant it was likely to generate leads at a lower CPA than SEO.