EnhanceScape SEM Case Study

Overview
EnhanceScape, a national landscaping contracting service, provides a broad range of landscape design and installation services. Formerly a contracting bid service for a large national retailer, EnhanceScape decided to become predominately web-based after retail leads ceased. Anvil was tasked with growing website traffic and leads through site expansion and content creation.

Objective
Anvil’s objective was to increase overall site traffic and generate contracting leads.

Challenge
A saturated marketplace required Anvil to examine competitive tactics and strategize how EnhanceScape could quickly expand their online visibility and credibility.

Strategy
Anvil began by developing a site strategy document to guide long-term efforts and provide short-term tactics. The strategy was to drive traffic by expanding the site to provide resources for homeowners; including articles, tools and photos to increase visibility in the organic search results and provide an enhanced user experience. Anvil provided the SEO and usability guidelines for developing each new section of the site and provided the SEO copywriting services needed for rapid content creation.

Results*
Within 6 months of the site expansions, Anvil was able to generate the following results for EnhanceScape:

• Overall contracting leads increased by 225%
• Overall traffic increased by 109%
• Traffic generated from the Photo Gallery section now comprises 27% of the total traffic to the site.
• Traffic from the Articles & Resource section increases on average by 155% each month and currently comprises 6% of the total traffic to the site.

*Results were compared from December 2007 to April 2008

URL
EnhanceScape.com