JN White Case Study

Challenges

JN White already had an advanced marketing department and assets, but needed help optimizing their content for lead generation on the website. Specifically, their challenges included:

• Not enough new contacts
  • In order to meet their yearly sales quota, the marketing team had to provide more qualified leads to their sales team
• Low-converting website
  • The website had lots of traffic, but few total conversions because valuable content not being accessed by the target audience
• Wasted $$$ in the ad platforms
  • Up to ⅓ of monthly spend was spent on low-value terms, leading to many disqualified contacts
• Underperforming marketing agency

Lead Generation

With a lot of quality content already created, our main task in redesigning the JN White website was to optimize the content for conversions. With many of the same assets, we increased their qualified leads by 190% in our highest performing month.

SEO

Before engaging webSURGE, JN White relied heavily on paid advertising for leads (75-90% of inbound leads came through paid Google ads), meaning their lead generation would slow down or stop altogether if they lowered their budget or discontinued ads. We saw the danger of having a single-source lead program and looked to diversify.

We determined organic search was one of the best avenues to acquire steady leads over time and began making adjustments to the new website to optimize it for search engines.

Through our SEO work, not only did organic leads jump 163%, but the lead source became much more diversified, with 30-45% of all inbound leads coming through a free, organic search on a search engine like Google or Bing.

Paid Search

Before webSURGE, the majority of leads were coming through paid search, but ⅓ of those leads were extremely unqualified and were a waste of nearly $10,000 in annual ad spend. Less than 1% of leads through this channel were accepted as sales-qualified leads.

One of our largest tasks was revamping the Google Ads platform and dissecting inherited ad campaigns piece by piece to see what was working and what was draining our budget.

After months of testing, we hit a stride and found a much more successful keyword and bid strategy that used the budget more efficiently and was bringing in consistent SQLs. Unqualified leads (and wasted ad spend) dropped 71% in 2019 while overall leads from paid search increased.

Display Ads

With a fair amount of qualified website traffic, we wanted to continue to engage site visitors who weren’t quite ready to purchase. We created display ads on Google which would subtly follow site visitors around the internet, reminding them of how JN White could be of service to their project.

Video

The face of JN White, Ken Boss, starred in a series of videos we produced, which helped simplify complex topics their audience often had questions about. These videos were used as an educational tool for audiences looking to learn more about JN White’s services and products.

Content

As JN White clarified their product and service offering, the webSURGE content team wrote highly-technical service pages for their website, interviewing subject matter experts and translating raw data into comprehensible and helpful webpages.

Communication

While it may be odd to include communication as part of a case study, with JN White, it was a large reason that they were unhappy with their previous marketing agency. As soon as we started working together, we implemented our standard webSURGE communication guidelines, responding to phone calls and emails within 24 business hours and sending a weekly summary of all marketing activities.

JN White was very appreciative of the level of communication they received while working with us and mentioned that they never felt they were out of the loop with their marketing, allowing both the internal JN White marketing team and the webSURGE marketing team to work in lockstep with one another and bring fantastic results.