This webinar replay dives into a remarkable case study where a healthcare business, Age Care Bathrooms, saw a massive increase in leads. Discover the integrated strategy that transformed their online presence, leading to over 3,800 qualified leads in just nine months, far exceeding their annual target.
Key Takeaways
- Integrated Approach is Key: Combining SEO, PPC, content marketing, and email automation amplified results across all channels.
- Website Foundation Matters: Restructuring and optimizing the website fixed issues like keyword cannibalization and improved user navigation and conversion rates.
- Build Trust and Authority: Strategic digital PR and clear messaging helped position the brand as a trusted leader.
- Data is Your Compass: Implementing proper conversion tracking provided clarity on performance and set realistic benchmarks.
The Strategy Deconstructed
When Age Care Bathrooms first came to Exposure Ninja, their website had several issues hindering its ability to turn visitors into leads. There were duplicate service pages that confused users and hurt their search engine ranking. Call-to-action buttons were either weak, missing, or inconsistent, with one page even having ten different CTAs. This made it unclear for interested users what steps to take next.
The website’s navigation was also clunky, not reflecting how customers, especially older users who value simplicity, actually searched for solutions. Mobile usability was another concern, a significant issue given how many family members or caregivers browse on phones. Furthermore, the homepage lacked crucial trust signals above the fold, failing to convey the company’s genuine care and experience in the initial seconds.
To address these problems, the team focused on several key areas:
- Website Restructuring and Optimization: This involved cleaning up the navigation, merging and restructuring service pages to simplify the site and improve search visibility for core products like walking baths and wet rooms. CTAs were made clearer and more prominent, and trust signals like review scores and professional badges were added. The website copy was rewritten to be more reassuring and benefit-focused for the customer.
- Building Trust and Reducing Fear: More personal imagery, including team photos and a welcome video, was used to humanize the brand. The process after form submission was clearly explained step-by-step to reduce uncertainty. Sticky CTAs and mobile-friendly FAQs were implemented for easy access to information and action.
- Content Strategy and SEO: The team tackled content cannibalization by merging pages that targeted the same intent. They built structured content clusters, with strong service pages supported by relevant blog content. Internal linking was improved, and user experience was enhanced with sticky navigation and product filters. This strategy alone contributed to significant organic growth.
- Lead Magnets and Landing Pages: In-depth guides and brochures were created to support users in the research phase. Dedicated landing pages were optimized for conversion with clear calls to action and reassurance messaging.
- Digital PR and Authority Building: A campaign focused on real-world accessibility issues for those over 50 was launched. This involved a survey, a petition for changes to a support scheme, and a press release that gained national media attention, positioning Age Care Bathrooms as a brand that advocates for its audience.
PPC and Meta Ads: Driving Conversions
Rebecca, Head of PPC, explained how they rebuilt the Google Ads account with a lower budget than the client had previously used. They focused on high-intent search terms, streamlined campaigns, and implemented clear audience segmentation to direct more personalized traffic to the website. Bespoke landing pages were developed to match the ad experience, showcasing lead magnets and brochure requests, which resulted in a 2.29% average conversion rate.
They also experimented with AI features in Google Ads, which, when combined with strong landing pages and optimized website content, produced high-quality ad copy and keywords. This allowed them to expand their target audience beyond traditional keyword matching and discover new search terms. For Meta Ads, the goal was to capture leads before they actively searched, supporting funnel growth by highlighting brochures and using personalized messaging. This helped grow the mailing list and nurture top-of-funnel leads.
Email Marketing: Nurturing and Re-engagement
Flora, who managed email marketing, focused on personalizing the customer journey. Sign-ups were segmented by product interest and lead source, ensuring leads received relevant newsletters and emails. Over 10 automated email journeys were created, tailored to user behavior and product interest, leading to an impressive 28.5% average click-through rate. Weekly newsletters also proved effective in nudging leads in the consideration phase closer to conversion.
A key strategy was the cross-channel recovery of lost leads from PPC. By merging ads with HubSpot, they gained a unified view of the lead journey. This allowed them to re-engage leads who had clicked or downloaded but not converted, using personalized email sequences to address objections and reignite interest. This approach prevented increased CPA and ad spend, making campaigns more efficient.
Actionable Takeaways for Your Business
- Clean Up Your Website Foundation: Before scaling traffic, ensure your website’s structure is clear and user-friendly. Fix issues like duplicate content and confusing navigation.
- Build Content Clusters: Create content that answers real customer questions and problems. Use this to support your service pages for better rankings and conversions.
- Refine Landing Pages: Optimize both PPC and search landing pages before investing heavily in driving traffic.
- Experiment with AI Features: Don’t shy away from AI tools in Google Ads. With the right preparation and an agency that tests these features, AI can uncover new opportunities and improve campaign performance.
This case study demonstrates the power of an integrated, data-driven marketing strategy. By focusing on website optimization, targeted content, and a multi-channel approach, Age Care Bathrooms achieved remarkable lead generation growth in a competitive market.
Rodney Laws is an ecommerce expert with over a decade of experience helping entrepreneurs build and grow online businesses. He specializes in reviewing ecommerce platforms, optimizing user experience, and guiding brands toward higher conversions. His insights have been published on leading industry sites including UsabilityGeek, G2, Spendesk, and PPC Hero.
As the editor at EcommercePlatforms.io, Rodney combines hands-on knowledge with clear, actionable advice to help business owners choose the right tools and strategies. When he’s not testing the latest software or analyzing trends, he’s sharing practical tips that make complex ecommerce decisions simple.
