Case Study
Coach Specialists of Texas
Utilized Services
Website Redesign & SEOProject Overview
The Client
Coach Specialists is a full-service RV repair shop in the Dallas/Fort Worth area, offering a wide range of services such as renovations, collision repair, roof replacement, and custom RV upgrades. The company is known for its team of certified RV technicians who provide top-notch repair services.
As a result, the company saw a 30% increase in its conversion rate, demonstrating the effectiveness of our efforts in improving the website’s organic performance and attracting more relevant traffic. This contributed to greater brand visibility and long-term growth in the highly competitive RV repair market.
From the Client
We wanted to partner with a team that had the expertise and capacity to handle all of our online needs with a turn-key solution. Our previous provider struggled to meet our needs and was slow to respond. Working with a dedicated team specializing in SEO, digital marketing, and online presence development has significantly improved communication and results. Our experience with their experts has been exceptional. We value the transparent communication and the ongoing focus on continuous improvement and development that helps enhance our online visibility.Dusty Norris, Owner
The Results
Growth That Moved the Needle
The New Site Design
Clearer Actions, Better Engagement
The new site design has significantly improved user engagement by enhancing the visibility of key SEO elements. Previously, 70% of site visitors couldn’t easily spot the primary call-to-action (CTA) buttons. By consolidating and optimizing the CTAs on the homepage, users’ attention is now directed to the most important actions, boosting on-page SEO performance. Heatmaps indicate increased engagement with form fields, demonstrating the positive impact of better content structure on user interaction.
Through a robust link-building strategy, we successfully improved the client’s organic search rankings for targeted keywords such as:
Seven-Month Results
Our Campaigns Helped the Client Achieve
Results in seven monthsOrganic Traffic
Local Visibility
Lead Generation
Overall, our team's on-page SEO optimization efforts boosted organic search traffic by 32.44%, resulting in a 32.56% increase in new users. Direct site visits increased by 19.64%, with 17.67% of them being new users. After claiming and optimizing the client’s Google My Business (GMB) listing, we observed a significant 66.71% increase in direct queries. Our SEO optimization efforts also boosted the client’s search views by 35.90%. Results show a 26.62% increase in site clicks and a 10.42% rise in phone actions. The SEO optimization also led to a 39% increase in visits to the Contact Us page, with a 9.09% conversion rate.
The Execution
The Challenge
Coach Specialists reached out to our marketing agency, dissatisfied with its existing digital marketing partner, seeking a more focused SEO strategy and personalized attention. During our initial SEO audit, we discovered a significant decline in the client’s site traffic since July 2018. Here are additional SEO-related observations we made during the site analysis:
The goal was to improve the client’s overall online growth and visibility through targeted SEO strategies. Additionally, the company aimed to optimize its online channels to enhance staffing and recruiting efforts.
The Solution
Design, Structure & Visibility
To achieve the company’s objectives, our team of SEO specialists focused on two key aspects: site design and structure, and online visibility. Our SEO strategies were centered on improving lead generation and user experience while identifying friction points and opportunities to enhance the client’s organic search performance.
Website Design and StructureOur Brand implemented a site redesign to facilitate easier internal processes and improve the conversion rate. The biggest challenge with the client’s original site was it had numerous, varying CTAs. Our team leveraged heatmaps, user recordings and analytics analysis to identify which site elements to improve. We also performed a Heuristic site audit and funnel review to determine and fix usability issues.
To provide a seamless user experience, we made the following adjustments:
Our SEO strategy was focused on improving the client’s overall site traffic, conversions and keyword rankings. The goal was to expand the company’s online reach and target DFW-area cities Midlothian and Waxahachie in generating commercial and residential leads to the site.
Initially, SEO specialists in our team worked on obtaining on-topic quality links from niche directories and sites. We implemented targeted optimization tactics, including competitor link analysis, guest posting, blog commenting, content syndication and business directories.
Aside from performing on-page SEO, our digital marketing strategies also covered:
To ensure the company’s SEO strategy is on track, we have set key performance indicators (KPIs) for the campaign. These include keyword rankings for geo-targeted locations, organic search traffic, and goal completions through contact forms and CTA buttons.
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