Wisdom book 2011

Outstanding Web Solutions
for UK and European Businesses

GILLETT & JOHNSTON
(CROYDON) LTD.
Manufacturer of Clocks, Bells
and Carillons
www.gillettjohnston.co.uk

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Page 4
Copyright ©2011 by RAM

Goals and Challenges: Considerable business has been generated by
the website and they are delighted with the
results and even more delighted with the
The company has a world-class reputation for
quality and quantity of business now being
manufacturing clock, bells and carillons for
generated by their new website.
landmark buildings and churches throughout
the world. Most of the company’s business
was generated by repeat business from
existing clients or word of mouth. Little to no
business was being generated from the TESTIMONIAL
Internet. “Further to our telephone
conversation last week, this is to
Whilst the company is proud of its long confirm that we would be
tradition, it was keen not to appear out-of- delighted for you to use our
date and out-of-touch with the modern world. website for your [showcase]. I
Their old website looked old fashioned and did would like to take this opportunity
little for their public image. to say how delighted we were with
the way you managed our project.
You listened to our requirements
The Solution: and understood what we wanted
to convey through our website. The
WSI developed a search engine friendly follow-up service has been superb
website that conveys the image of a company and we would have no hesitation
proud of its history whilst appearing modern in recommending your services".
and progressive. All pages were optimised for
one primary and a couple of secondary Jenny Coombes
keywords / key phrases and each page has the Director
primary keyword in the URL. Gillett & Johnston (Croydon) Ltd

The Results:
The new website produces around 200
enquiries from all over the world each month.
It is an excellent showcase of their work and WSI Consultants:
achieves the company’s objectives of giving a
modern fresh appearance to an old CHRIS GRIFFIN & LESLEY BLACK
established business. Recent commissions Surrey, UK
gained via the website include new work from www.wsiims.co.uk
a variety of sources, including installations as
far afield and varied as the Falkland Islands,
Singapore, Spain and Haiti.

Page 5

EGGINGTON DAIRY
Local Milk Dairy
www.eggingtondairymilkdelivery.co.uk


Page 6

Goals and Challenges:
TESTIMONIAL
 Eggington Dairy wished to increase
awareness of their dairy milk home delivery "Eggington Dairy, a part of Pecks
service Farm, has worked with WSI on a
 Eggington Dairy needed milk delivery number of projects, namely
orders within a local area creating landing pages to help
promote our home milk delivery
service and our hand-made, fresh
The Solution: produce hampers. WSI and their
team have been helpful and
 A landing page was created that was fully professional throughout, always
optimised for local search using only guiding us down the right path,
organic techniques and nothing is too much trouble.
 The landing page included a contact form Both landing pages have been a
with a thank-you page tremendous success in hitting their
 The landing page was manually submitted targeted audiences, resulting in
to the search engines increased sales almost from day
 We added search engine verification files, one, which was a great boost! We
created XML sitemaps and submitted those would and indeed have
 We also created robots.txt and geo tags recommended WSI's services to
and added those too other businesses wanting to
increase their online presence".
The Results:
Fiona Peck
Within 1 week of launching the landing page, it Managing Director
was appearing on the first page of Google for Eggington Dairy
over 20 different search terms. Most of these
terms appeared not only on the first page, but
also in position 1 of Google. Other results
included:
WSI Consultant:
 An increase in visitors to her website from a
standing start to over 1000 visits in a few TRACY SPENCE
months – we measured this using Google Northamptonshire, UK
Analytics www.totalwsinetsolutions.com
 63% of the traffic to her website coming in
on a purely organic search - as seen
through Google Analytics
 Orders placed – 5 new clients in two weeks,
and continuing to grow – this was verified
by the client

Page 7

SUNSWEET
Food and Beverage
www.sunsweet.it
www.facebook.com/sunsweetones


Page 8

Goals and Challenges: The Results:
Prior to working with WSI, Sunsweet’s primary Below is a summary of the results:
marketing focus in Europe was traditional
advertising channels, primarily TV. Our  16,770 visits and 9,976 unique visits
challenge was to devise an Internet marketing  59.17% new visits
initiative that integrated well with Sunsweet’s  80,662 page views (total)
traditional TV advertising campaign.  33,651 video views
 3,745 email subscriptions
The Solution:  Conversion rate of 37.5%

Collaborating with our WSI colleagues in Italy,
TESTIMONIAL
we launched a new website dedicated to the
Italian market and ran successful search “WSI has consistently proven to be
engine marketing campaigns. Some of the a highly professional and reliable
elements included search engine optimisation supplier. Their work is always of a
(SEO) and paid search campaigns with a focus high calibre and executed in a
on building targeted traffic and ultimately a timely manner. WSI wants to go
customer loyalty program enabling the client the extra mile, wants to find the
to engage in an email marketing initiative with best way to do things. They are
existing and prospective customers. creative and are endlessly
resourceful both in terms of design
In collaboration with Sunsweet’s marketing and ideas for online activities. They
team, WSI also ran an online video contest have a genuine concern to deliver
over a 6-week period. The online campaign value for money, and have a
ran in conjunction with an offline TV ad relentless attention to detail”.
campaign and was heavily promoted on
product packaging that hit the stores prior to Amanda Bishop
the launch of the online campaign. Marketing Director
Sunsweet Europe
Below are the elements that we developed
and executed for the Sunsweet campaign:

 Development: website, landing page, WSI Consultant:
Facebook Fan page and YouTube channel CORMAC FARRELLY
 Marketing: PPC, social media strategy, SEO Dublin, Ireland
strategy www.wsionlinemarketing.ie
 Consulting: split testing different ad groups,
defining target audience for campaigns
listed above

Page 9

TALLINN HOTELS
(ALDERA HOTEL LTD)
Accommodation
www.tallinnhotels.ee

TESTIMONIAL
“After few meetings with WSI, we
felt that this is the right company
to work with – now considering the
new website we admit that the
choice was right! They are helpful
and respond quickly to our
concerns. All questions have been
answered. We already see how
successful our cooperation has
been. Within the first months of
our website being online and after
our monthly meetings with WSI,
we have seen how the most
important numbers have been
doubled. I am very satisfied we
chose WSI”.

Alver Pupart
Sales and Marketing Director
TallinnHotels / Aldera Hotell OÜ

Page 10

Goals and Challenges: TallinnHotels’ Facebook and Twitter pages
were designed following the website style.
Before working with WSI, the client had an Also new email templates and email footers
outdated website design and a poor Internet were designed. To make it complete, we
marketing strategy. They were not satisfied designed new business cards as well. WSI is
with their website statistics: bounce rate 67%, doing SEO and running PPC campaigns in 5
average time on site only 1:24 and only 2 countries and helping them with email
pages seen per visit. As their main source of marketing.
leads and bookings comes online and their
budget for this is quite high, they realised that
The Results:
they were wasting money and asked WSI to
help them.
The hotel is very happy with WSI’s solution
and the results we have produced. They like
TallinnHotels operates 4 hotels with different
the new look of the website and other
price range. One of the project goals was to
marketing materials as well as the social
make it easier for clients to find the best hotel
media pages.
for them. The objective of this project was to
re-design the brand for TallinnHotels, starting
 They appear on the first page of Google
from the website and end with business cards.
for the main keyword phrases “Tallinn
We also wanted to create a search engine
Hotels” and “Tallinn Hotel”
optimisation (SEO) strategy and integrate
 Total visits increased from 4000 to 5000
social media to marketing plan and get more
 Website bounce rate dropped from 67%
bookings online.
to 45%
 Average time on site increased from 1:24
The Solution: to 2:26
 Pages per visit increased from 2.0 to 3.5
WSI designed and created a new website for
the company focused on Conversion
Architecture and integrated it with social
media. The website features: online booking
functionality, contact form, phone booking,
email booking and social media connections. In
addition, we added an online support feature WSI Consultant:
allowing the hotel staff to help their clients ARMIN TULL
book the right room.
Hajumaa, Estonia
www.wsionline.ee
To make it easier for clients to decide which
hotel room to book, we integrated a 360-
degree view feature within this site. The site is
in 4 languages: English, Estonian, Russian and
Finnish.

Page 11

STREETER MARSHALL
Solicitors / Legal Services
www.streetermarshall.com


Page 12

Goals and Challenges: The Results:
Streeter Marshall is an old established firm of Web analytics show that the ongoing PPC
solicitors and notaries with 3 offices in the campaign, which has continued at the same
South East of England. The old website was advertising spend level as previously, is now
built by WSI back in 2005, but had become only accountable for 10% of the website
outdated and did not convey the modern traffic. Meanwhile, organic search is now
image needed by this progressive firm. sending around 70% of visitors each month
(over 1,200 visitors each month).
Whilst the old site had been successful in
bringing new client business to Streeter
Marshall, most Internet business came via the
pay-per-click (PPC) campaign that WSI TESTIMONIAL
conducted with very little business coming “We are delighted particularly at
from organic search. the speed the website moves from
screen to screen compared with
The Solution: the old site. In addition, the colour
and clarity is much better with a
The initial site WSI created for them used more modern image. Many thanks
dynamically generated URLs and the new site to WSI for all your help over a long
that WSI developed recently is far more search period of time. We are pleased
engine friendly. The website was created with with the input that you have made
each web page being optimised for one into the development of the site, a
primary, and a couple of secondary keywords / much better product than what we
key phrases. Also, the page URLs contained the had originally".
primary keyword on each page.
David Moore
The new website also reflects their new Senior Partner
corporate branding and whilst the client was Streeter Marshall
keen in having a graphic intensive home page,
we have managed to overcome the SEO issues
caused by this with the creative use of
javascript and ALT text for the service images.
WSI Consultants:
WSI will continue to work with the company to CHRIS GRIFFIN & LESLEY BLACK
review its ongoing Internet marketing strategy Surrey, UK
and expect more of their marketing budget to www.wsiims.co.uk
move from traditional advertising to organic
search / social media optimisation.

Streeter Marshall is overall very pleased with
the results that WSI generated for them.

Page 13

MILTON KEYNES COLLEGE
Education
www.mkcollege.ac.uk

TESTIMONIAL
“Facebook advertising was a new
venture for the college, so it was
great to have the expertise of WSI
on hand to guide us through it. The
campaign was well-managed and
produced excellent results, doubling
the amount of fans in the first week
alone. WSI integrated all of our
social media, which ensured that we
delivered a consistent and cohesive
message across all marketing
platforms”.

Emma Thompson
Digital & Online Marketing Executive
Milton Keynes College

Page 14

Goals and Challenges: We created a landing page that would target
users searching for competitor colleges and
Milton Keynes College is a well-known college universities and drive the traffic to that
within the UK providing school leavers with landing page with a focus on signing up for
317 part-time and full-time courses and courses with Milton Keynes College. We
diplomas. The marketing department is very would also link them to the Facebook
experienced and the website receives over campaign.
25,000 visitors on average per month.
However, they had only recently started The Facebook campaign involved driving
experimenting with social media and were traffic to a Fan Page offering weekly contests
looking for a consultant to assist. and prizes while providing daily updates and
interesting content. A WordPress blog was
WSI’s goal was to help the college raise brand launched and used to feed interesting and
awareness amongst 16-19 year olds within a relevant content to the Facebook page. In
20-mile radius of the city of Milton Keynes. In addition, YouTube videos featuring current
addition, we wanted to generate increased students were fed into the Fan Page.
course bookings through a pay-per-click (PPC)
campaign, which was solely targeting The Results:
competitor college search phrases.
Over 8 weeks of targeting a 20-mile radius
The Solution: around Milton Keynes:

WSI launched a social media brand awareness  500 fans joined the Fan Page
campaign, including a secondary pay-per-click  30 video views per day
(PPC) campaign. WSI was responsible for  4-8 interactions per post
developing the project, creating the content,  464 Facebook page views per day
setting up the platforms and managing the  Competitor PPC campaign generates 3090
daily updates. The project was set as a 3- website visits
month brand awareness campaign using the  202 phone call enquiries and 21 booked
following mediums: courses to date

 PPC advertising and landing page design
 Facebook advertising and landing page WSI Consultant:
 Facebook Fan Page BRIAN AND DALE HOLROYD
 WordPress blog
Bedfordshire, UK
 YouTube videos
www.wsimarketing.com/bholroyd
WSI targeted competitor universities and
colleges within a 20-mile radius of Milton
Keynes College.

Page 15

LE LYS D’OR
Flower Shop
www.lysdorfleuriste.be

TESTIMONIAL
“Since you convinced us to have
our own website, we regained
confidence in the viability of our
business. Thanks to WSI, we
understood how to overcome our
geographical obstacle. Now we are
eager to launch our new e-
commerce website. For sure, not
only our existing customers will
benefit from this easy way of
ordering, but we will be able to
serve more new customers. We
can’t finish this testimonial without
talking about your constant
availability, your easy listening
attitude and your search for new
ideas for our business. You are
constantly thinking of our business
like it was yours. As a consequence
we really feel today you are part of
Le Lys d’Or”.

Marc & Jacqueline Delens
Le Lys d’Or

Page 16

Goals and Challenges: In less than 3 months, the same phrase
would also feature the Le Lys d’Or website in
Several new flower shops had emerged and
first place on Google.
one in particular opened up in a big mall at a
strategic location. Le Lys d’Or’s income figures
Relevant keywords like “Conseil fleuriste”,
were showing a 10 to 15% decrease over the
“fleuriste creative”, Arrivages de fleurs” were
last 12 months and the flower shop was
all in first page rankings. Lys d’Or was in
bound to close down if nothing was done
second place via affiliated page for marriage
quickly.
events. Lys d’Or was in first place on Google
Belgium pages.
The Solution:
The number of marriages and funerals they
Through a WSI Internet Business Analysis had to work on was up by 20%. The number
(IBA), we uncovered all aspects of the problem of direct orders through the website was
at hand. We then discussed in detail the target reaching +/- 5 per week although the order
groups within which to implement a form was not on secured pages. The overall
persuasion-driven solution. It was obvious for TO is probably going to reach a 20% increase
budget reasons that pay-per-click (PPC) could for the fiscal year which, if the previous trend
not to be proposed at this stage and we is taken into account, could be assumed to be
focused on search engine optimisation (SEO): about 30% higher than what would occurred
without WSI’s efforts.
 Online: We worked on the title and
description metatags, alt tags, H1 and
content as well as designed a Google Maps
page
 Offline: We subscribed to Google Maps,
worked on a strategy of carefully selected
back links, always keeping in mind the
importance of using key phrases in the
anchor text
 We also provided guidance on the
newsletter and the news/promo feature in
order to optimise the use of key phrases WSI Consultant:
DOMINIQUE DECOSTER
The Results: Brabant Wallon, Belgium
www.wsibusinessbooster.be
In a very short period of time after working
with WSI, the flower shop could see listings for
Lys d’Or in top positions on Google search for
local phrases like “Fleuriste local areas”.

Page 17

CRUGA LTD.
Online Retail
www.cruga.com


Page 18

Goals and Challenges:  Increased organic search traffic by 22%
 Increased referring site traffic by 112%
Cruga Ltd is a very experienced manufacturer
 Increased the existing web traffic by 25%
providing products to retailers throughout the
 Increased Google rankings with 14 new
UK. The company felt that the direct online
page 1 rankings for Google.co.uk
market could also present a good opportunity,
 Email campaigns have an open rate of
but they had no experience of e-commerce or
35%
online marketing. They already launched an e-
 Facebook has provided 279 new referrals
commerce site with their branding company,
 The average number of orders per month
but were not getting good results and were
has increased by 167%
losing online buyers in the process. WSI’s
 The average turnover per month has gone
objectives were to:
up by 232%
 Rebuild the website with well-designed
architecture designed and client journey
funnels
 Perform market and competitor research TESTIMONIAL
 Formulate an online marketing strategy “WSI has provided us with
that would provide a good ROI excellent support and have really
taken the time to understand our
The Solution: business. They have turned our
pessimistic view of the Internet
WSI launched a new website for Cruga. A around and have made us
month later, we launched a marketing profitable”.
campaign that included:
David Lowe
 Targeted Google AdWords PPC campaign Financial Director
 Facebook campaign Cruga Ltd.
 Email marketing campaign
 Searching engine optimisation (SEO)
strategy
 Blogging and content marketing strategy
 Banner adverts on affiliates sites WSI Consultant:
BRIAN AND DALE HOLROYD
The Results: Bedfordshire, UK
www.wsimarketing.com/bholroyd
WSI has been able to exceed all expectations
set by Cruga. In 12 months (between
December 2009 to November 2010), they
experienced the following results:

Page 19

ABOUT WSI
WSI leads the global Internet industry offering best of breed digital marketing
solutions to suit the needs of multiple industries. The company has the
world’s largest Internet Consultants’ network and a strong head office in
Toronto, Canada. WSI Consultants have helped thousands of businesses
realise their online marketing potential. By using innovative Internet
technologies and advanced digital marketing strategies, businesses can have a
WSI Digital Marketing System tailored to their individual needs to elevate their
Internet presence and profitability to new levels. With the support and
cooperation of its customers, franchise network, employees, suppliers and
charitable organizations, WSI aims to help make child poverty history through
its global outreach program (www.makechildpovertyhistory.org). For more
information about WSI’s offerings and business opportunities, please visit our
website at www.wsidigitalmarketing.com.

The information herein is the property of RAM Corporate (RAM). We are an
independently owned and operated WSI franchised business.

©2011 RAM. All rights reserved.

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