How A Marketing Strategy & A Website Re-Design Improved Lead Generation Rates By 172% For Celebrating Disability.
Name - Celebrating Disability
Services - Consulting, Training & Workshops
Be Fair Marketing Co have been working with Esi and her team on marketing strategy, pay per click marketing and web development projects for just short of a year now and it has been great to hear the ongoing success stories Esi has shared with us.
About Celebrating Disability
Celebrating Disability is headed up by Esi Hardy and their team are dedicated to helping businesses, charities and organisations become more inclusive for people with disabilities.
Celebrating Disability champion the tremendous value that people with disabilities can bring to the workplace. Their services include consultation, training, workshops to empower teams and individuals with practical skills, training and knowledge that makes a real difference.
Esi and her team work tirelessly to produce a variety of content that can help businesses create an environment of workplace equality, regardless of what stage in their journey.
Due to their experience and expertise, they have come to work with the Department of Work & Pensions, Winchester University, Apollo Hotel chains and many other reputable trusts and organisations too.
Esi and her business have a lot of value to offer.
Celebrating Disability had been working hard at building an online presence and showcasing their value offering in a way that resonated with business owners and organisations. They knew who their target market was, but were struggling to convert these ideal prospects into happy customers.
Celebrating disability has many moving parts to their business that weren’t always working together in a unified way and therefore, felt a bit disjointed and lacking in clarity.
They are active on multiple social channels and create a lot of content every week that adds real value to the conversation.
From email newsletters and video subscriptions to monthly podcasts and blog content, it was clear there were a lot of moving parts that needed to be considered.
The trouble was, keeping track of all these moving parts and how to best use them for maximum impact was tough.
Celebrating Disability wanted a strategy for growth over the next 12 months and that is where we started.
Open, honest & transparent digital marketing that always tells it how it is.
Developing The Strategy
Celebrating Disability's originally approached us to help with an in-depth digital marketing strategy that would provide clarity and guidance on how best to deploy each of their marketing channels for the best results.
We started by consulting on every aspect of their marketing and current setup. This consultation process took place over several meetings and calls to best understand objectives, goals and challenges and to capture the finer details of their processes.
We analysed current marketing activity across each channel and noted any opportunities or weaknesses comprehensively.
After all of the details had been gathered and cross-checked, we set about creating a digital marketing strategy based on the P.R.A.C.E framework (Plan, Reach, Act, Convert, Engage)
Their digital marketing strategy had 15 pages (over 7000 words) of detailed competitor analysis, strengths, weaknesses, opportunities and growth strategies to guide Celebrating Disability over the next 12 months.
Each quarter was aligned with realistic goals and objectives on how to achieve them.
We felt it important that Celebrating Disability wasn’t trapped with a rigid strategy that couldn’t act on new opportunities as and when they arise.
The Website Project
As we progressed with the marketing strategy over the following quarter, it became apparent that their current website (built on Wix) was holding them from getting the results we knew were possible.
Their old website caused issues with Adwords conversion tracking (an important traffic source for the business). This caused conversion costs to be much higher than would be classed as sustainable.
After running several usability tests and deep-diving into their analytics, we noticed a trend where people were consuming the content, spending a lot of time on the site, but not taking the desired actions (contacting the business, signing up to newsletters or downloading guides).
It was also noted that their existing website had accessibility issues that needed to be addressed in order to ensure their disabled visitors had the best possible experience with the site, (a good practice for every website).
A website redesign was in order.
The Website Design Process:
Through consulting with Celebrating Disability on their website objectives, brand narrative and content ideas, we established a plan of action for the new website.
A high performing website is more than just pretty pixels. It’s about how users engage with the site and how the website guides the business’s ideal customers to the desired actions.
We took analytics and usability data to map out the key areas where the website was underperforming and analysed the layout and content to find ways of improving the path to conversion.
Celebrating Disability creates a lot of great content so we knew this needed to be showcased to work in their favour for maximum impact.
All content was rewritten to position the business as a benefit and solution to the end users problems and objectives.
We used videos, downloads, podcasts, newsletters, case studies and testimonials as the anchors to support the new user-focused narrative.
By looking at usability patterns, we were able to create layouts that showcased the content in the best light and made it easy and clear how the user could take the next action.
It was noted that their old website had mobile usability issues such as responsive layout problems that meant content and interactive elements were sometimes hard to use and navigate.
Web accessibility standards are important for any business that believes in equal opportunity. We focused on how to provide the best experience for people with disabilities and prioritised features around WCAG 2.0 guidelines.
Custom featured podcast media feeds
WCAG 20.0 Compliant accessibility controls
Custom design & branding
Blog for newsletter & featured articles
Mobile optimised, responsive design
Speed optimised for super-fast load times
Conversion Rate Improvement
New User Growth
Session Duration Improvement
Goal Completion Improvement
Lead Generation Growth
What The Client Says...
"I contacted Dan towards the end of last year as I was looking for a new marketing expert to support me with my marketing strategy. Dan took the time to fully understand my market sector and my business before writing me a comprehensive strategy.
He has redesigned my website to reflect the professional service that I deliver. Dan listened to my goals for the business and then delivered something that not only reflected the positive vibe of my brand but also me as an individual."
~ Esi Hardy - Celebrating Disability