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Increasing leads for a convertible roof garage specialist

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Cayman Autos is a convertible roof repair specialist. It’s a very niche business and one that their customers are prepared to travel countrywide for. But word of mouth and print advertising wasn’t enough to fulfil their ambition for growth, and they were aware of missing out on valuable online leads.

We delivered a fully integrated SEO campaign that generated impressive results and exceeded Cayman’s expectations.

Increase in organic traffic (first 12 months)
+59.38%
Pages with high organic traffic
132
Page #1 rankings
58
Position 1-10 rankings
144

Project overview

Customer brief

  • Increase the number of enquiries for car convertible roof repairs on a national level.
  • Increase the website’s visibility in relevant search results.
  • Drive more customers to the website.
  • Build reputation through reviews.

Aims

  • Increase organic traffic.
  • Grow conversion rate. 
  • Create a higher quality UX.
  • Market expansion to multiple geographic regions.
  • Grow brand and reputation.

THE CHALLENGE

As part of our work with Cayman we designed and developed a fully-responsive, optimised website.

Cayman diagnose and fix many different types of convertible cars, but they were struggling to be seen in specific ‘roof repair’ search results. They were missing out on potentially hundreds of online leads each month, so we set out to increase their visibility in organic search results for all of their services. 

Their website was in need of some TLC. Many of the website pages led to 404’s and a lot of internal links were broken. Besides being bad from a user experience point of view, it meant that Google struggled to read the site and therefore overlooked it in relevant searches. It also lacked the depth of content required to capture a search engine’s attention.

Once customers did get to the website, the contact forms were few and far between and lacked detail. This made getting in touch with Cayman difficult and time-consuming – not only for the customer, but for the admin staff who had to collate the details. It was clear that better calls to action were needed, along with more automation to help Cayman become more efficient.

Our Response

On page SEO

Conversion Rate Optimisation

We added more contact forms across the website, along with clickable phone numbers and email addresses. These were tested to make sure the office staff were receiving everything they needed to make a detailed assessment of each enquiry.

Technical SEO

We thoroughly optimised Cayman’s site from a technical point of view. Meta descriptions and page titles were meticulously structured to ensure every page on the site had the best chance of being clicked on in the organic search results pages.

We rid the site of broken links and structured the content in a way that search engines could understand.

Introduction of Melu Managed Chat

As the traffic to the website increased, so did the number of enquiries. We tested a free live chat plugin called Drift which adds a chat popup in the corner of the website. Website visitors immediately started to engage with Cayman’s office team on the other end. 

The issue with this was that it took a lot of effort and management from the office team. Enter Melu managed live chat to solve this problem. 

Melu has a team of real people who work off an FAQs document supplied by the business owner to help answer initial questions and qualify any website visitors into leads.

The results have been fantastic for Cayman Autos:

  • Total chats: 1761
  • Total leads: 887
  • Average leads per month: 148

*6 month period (1st November to 30th April).

Cayman Autos and Melu Managed Live Chat.

Off-page SEO

Google Business Profile and Google Reviews

Cayman’s Google business profile was sorely lacking in reviews, which did not reflect the love that their customers have for them. So we provided guidance to the office admin team to make sure they realised the power of collecting customer reviews. 

Cayman’s customers are not just drivers, they are car enthusiasts and are precious about their vehicles. So making sure the reviews were showcased on the website was extremely important. We also added review schema markup so the well-earned gold stars appear in search results. This had a very positive impact on click-through rates, making Cayman’s site stand out in the SERPs.

CONTENT STRATEGY

Keyword analysis

We set about conducting detailed keyword analysis for Cayman’s services to find the most relevant search terms for their services. Their business is specialist and niche, so it was important to delve deep and find those searches that could unlock the most value.

From there, we set about creating rich and valuable content for each page of the website, full of our target keywords. We created pages for each and every car model they were looking to target so they had every chance of appearing in relevant searches.

Blog and featured snippets

We also established a regular blog full of useful and in-depth information, bursting with keywords. One of our priorities was to achieve lots of featured snippets, i.e. the box that appears at the top of search engine results pages (SERPs) in response to a specific search question. This was very successful and boosted Cayman’s visibility significantly, as well as driving website traffic.

LOCAL SEO 

Owners of luxury cars with convertible roof issues are willing to travel great distances to diagnose and repair their roof problems, with some customers even travelling internationally. This presented a great opportunity for a local SEO campaign. 

By creating optimised service pages which targeted new cities, we expanded the reach of the business and organic visibility nationally. 

SEO keywords for automotive case study
Here’s a collection of the top keywords that Cayman Autos ranks for in organic search.

The Result

In just 12 months, Cayman Autos achieved an increase of 58% more organic website traffic, which saw their conversion rate rocket. This was all thanks to their rapid ascent in Google rankings for all of their services. 

From a user experience point of view, the website is clear and easy to navigate in a few clicks, encouraging longer dwell time and brand engagement. The combination of clear calls to action, detailed contact forms, and Melu-managed chat make it easy for customers to get in touch. The unexpected bonus for Cayman is that it has helped automate their processes and enabled greater efficiency.

Today, if you Google a car model they repair along with “roof repair”, you will likely see Cayman Autos in pole position – or very close behind. They have since invested in paid ads to secure their position in SERPs further, resulting in them appearing twice at the top of the page.

But it is the organic search visibility that earns them the most traffic – 1,346% more than paid ads, in fact! All thanks to the hard work the Targeted SEO team put in and Cayman’s faith in the process.

Through the addition of quality content throughout the site, Cayman Autos now enjoys many featured snippets. This has contributed to the increased click-through rate and also enhanced their reputation and brand recognition. Combined with their 300+ Google Reviews, Cayman Autos is now firmly established as an industry leader and a force to be reckoned with.

We’re thrilled with the results we’ve managed to achieve for Cayman Autos and continue to develop their site in line with industry developments, trends and new opportunities.

If you own a business within the automotive industry and are excited by the potential of SEO, contact us for an SEO consultation to learn more.

SEO services for AUTOMOTIVE BUSINESSES

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The importance of content has grown in recent years as search engines get more sophisticated. We pack websites with brand-enhancing content that satisfies Google and engages readers.

Local SEO Services

If you are competing on a local level, then local SEO is crucial in helping customers find your business - before they find your competitors. We can help you dominate local business searches using tried and tested local SEO techniques.

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As part of our bespoke SEO packages, we offer brand development services in line with your business strategy. We can transform your visual brand and develop a distinct tone of voice to convey your key messages.

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