Bristol based Falcon Pest Control have been operating successfully as a family business for over 25 years. As the name suggests the company began as a bird deterrent service using falcons or hawks. Over time they have expanded to offer a broader range of pest control solutions beyond working with birds. The company plans to grow their reach beyond the local town and increase their commercial contracts with a view to doubling turnover ready for the owner’s retirement and handover to the next generation.
Falcon were aware that in order to grow the business further they needed to expand their marketing reach and clarify their marketing message beyond falconry. Having grown a positive reputation locally, contracts came largely from word of mouth referrals and the presence of their boldly branded vans around the local area. With more people looking to the internet for recommendations the owner felt a more consolidated approach was needed. Wanting to work closely with a local business Falcon contacted us for an initial free consultation.
What we did:
In the first meeting we got to fully understand the breadth of services Falcon Pest Control provide to both domestic premises and commercial buildings. In the process we were then able to identify the main services Falcon wanted to pursue in order meet the objective of expanding the business. After identifying that the commercial arm was the primary objective we discussed many different potential marketing opportunities that were available to the company to pursue in order to generate more enquiries.
The first port of call to address was their online activity. With a presence purely on Yell.com and with a Yell templated website, there was little in the way of cohesive structure, clear call to actions or relevant content in order for their website to be easily found, their services understood and enquiries to be made. Whilst the site had a bespoke telephone number for call tracking it also displayed an office landline and 2 mobile contact telephone numbers which made it difficult to measure the effectiveness of the site. It was also impossible to monitor any success from organic searches or pay per click campaigns as there was limited keyword specific content on the website and no strategic plan for SEO.
Our initial suggestion (in order to keep budgets lower), was to update the Yell templated design by improving the content, updating pictures and restructuring the visual components to be more user friendly and efficient in terms of messaging.
However, in terms of meeting the future objectives of the business and the client needing to have more visibility and control over online marketing, it seemed no longer feasible to continue with the Yell contract and to start a new website from scratch – but keeping the original URL.
After successfully transferring the domain to new hosting, which then gave the client full control and access, we agreed a new site structure to more accurately explain the services provided, and an initial design which took into account the company’s existing branding and photography. The next phase involved copywriting brand new content for each of the relevant pest challenges they can treat and manage, along with details of services and treatments available.
The new website was launched, looking clean and professional, clearly navigable and with easy call to action for new enquiries. The next stage of the website included keyword research for Google and improving the backend build structure for relevant SEO. This is an ongoing process which is measured and regularly reviewed and will begin to build a picture for the next stage of Pay Per Click/Google AdWords campaigns, as this is a highly competitive industry.
Alongside an online presence we developed some off line materials to drive traffic to the website; this included a brand new leaflet and business cards to support the team as they embark on face-to-face business networking in the local business community in line with their business objectives. Another avenue that has been initiated is advertising in multiple industry specific magazines to attract new business in relevant sectors for which they can provide profitable solutions and build new client relationships.
Results and Benefits
Within the first week of launch and prior to the SEO being completed, new enquiries were placed through the website including a large contract by a facilities manager for a 5-storey office block requiring pest control measures. The care and attention taken to write suitable relevant copy for the pages within the website bore dividends immediately. With more detail on the site than before and an understanding of the user journey, it is also possible for more targeted advertising to take place online so that potential customers get the information they need quickly and easily and are able to take action at the click of a button. Falcon now have a much clearer understanding of other marketing channels available to them to drive traffic to the website and know that the website will convert to enquiries.« Back to case studies