Building specific local pages, adding multiple contact forms and featuring calls to action throughout a website is a great way to complement traditional marketing efforts. Combined, this meant more traffic, more engagement and ultimately more business for a small financial firm in Austin, Texas.
REAP Financial is a boutique financial and retirement advisory firm based in Austin, Texas. The family-owned firm has focused on retirement planning in addition to insurance and investment advisory, and features purpose-driven retirement plans for their clients. They also offer free retirement and Social Security reviews and no-cost educational seminars.
With many baby boomers approaching retirement, Austin is undergoing a “silver tsunami.” REAP Financial has been in the retirement space for years, but is starting to face stiff competition from new financial firms in the area. REAP needs to attract and retain clients as it competes against these startups. Simultaneously, it needs its website to be easy to find and easy to use for older clients who may not be familiar with handling finances online.
REAP has built a strong reputation in Austin, and its advertising and public relations efforts include a live radio show, radio ads, billboards, and TV ads. People in the area are familiar with the brand, so both branded and unbranded search queries are important targets for search engine optimization.
REAP Financial had been successful offline but came to OnlineImage® in search of grabbing low-hanging fruit in the digital marketing space. We approached the situation starting with a thorough analysis, and then created a strategic digital marketing plan to help REAP Financial succeed. Our efforts focused on hyper-local search optimization to get potential clients to the site and conversion optimization to lead clients down the sales funnel.
First, we tackled off-page optimization, including making sure they were listed in all relevant directories online. We also audited the site’s backlink profile, and have kept an eye on directory listings, backlinks, and online reviews.
Next, we focused on user experience on the site. In addition to technical cleanups, we redesigned the site to make it responsive and mobile friendly, added calls to action in hotspots, added trust badges throughout the site and built a contact form. We also updated the URL, created a seminar registration form and more.
SEO takes time, and the case of REAP Financial was no exception. We completed the redesign a few months after they came on as a client, and then focused our efforts on providing high-quality content about the services provided. We focused on specific areas in and around Austin to bring in more qualified traffic. First, we optimized page titles, meta descriptions and headlines throughout the site with a focus on services in geographic areas. Then, we created new pages and added helpful information, based on ongoing keyword and trend research. Our goal is for potential clients to recognize immediately that they have found a local solution to their finance and retirement planning needs.What We Learned
Several months in, we have made progress toward our strategic goals for REAP Financial. By putting the focus on targeted traffic and hyperlocal optimization, we saw faster results and more qualified leads, and we did it all while saving the client money on unnecessary paid marketing campaigns. Here’s a little of what we learned: