The Client Brief

CEH Consulting is an Australian-based surveying firm with 50 years of experience in Land Consultancy, Residential, Industrial, Cadastral, Engineering, Terrestrial Laser Scanning, and Mining industries within Australia and abroad. Their long-standing expertise and broad service range enable them to provide effective solutions for diverse project needs across multiple sectors. With 10,000+ satisfied clients, CEH Consulting has built a reputation for excellence and reliability, delivering projects that not only meet but exceed expectations.

Why They Selected Us?

The client needed more sales and urgently needed our specialised expertise. By partnering with us, they wanted to leverage targeted strategies in SEO, PPC, and website design to effectively attract and convert leads. Our collaboration with this client is aimed at optimising every aspect of their digital marketing efforts, ensuring that the strategies are fine-tuned to generate significant increases in sales.

Key Decisions

We created a comprehensive plan to improve the website design, SEO for organic reach, and paid ads to target our specific audience.

Website Design & User Experience (UX) Enhancements

Conversion Rate Optimisation (CRO) strategies were implemented by adding a prominent Call-To-Action (CTA) button on the homepage, creating sections like "About" and "Our Services" to communicate the company's values and offerings quickly. The website underwent a full redesign, enhancing the "About Us" and "Service" pages for a unified brand narrative and adding a review section to increase credibility. Navigation was improved by redesigning the footer and introducing additional pages, such as a survey guidance page, a gallery, a land consultancy service page, and an Instagram feed for increased engagement.

The website’s menu was reorganised, including a direct call button and a location page to spotlight service areas. Mobile responsiveness was ensured across all web pages, with updates to design elements for better visual appeal and navigation. Technical refinements included removing outdated content, fixing redirection errors, and updating the footer to maintain a clean and current user experience.

Search Engine Optimisation (SEO) & Technical Audits

We conducted comprehensive website audits to identify technical errors, indexing issues, and on-page design shortcomings, aligning our SEO strategies with client goals through a thorough review of SEO onboarding forms. We performed extensive keyword research to enhance organic traffic and improve lead generation pages with H1 tags, structured headings, and targeted keywords. Additionally, we provided fixes for 404 errors, oversized images, and schema implementation inaccuracies. 

We updated schema markup for better SERP visibility and corrected missing or incorrect image alt tags to improve search accessibility. Our efforts also included submitting URLs to Google Search Console for faster indexing, resolving canonical and duplicate URL issues, and optimising robots.txt for enhanced crawl efficiency. We disavowed spammy backlinks to maintain a clean backlink profile, strengthened internal linking for improved site structure and navigation, and continuously monitored traffic and keyword rankings using tools like Ahrefs and SEMrush to refine our SEO strategies effectively.

Results

• Clicks from Google Search Console (GSC) increased to 1.9K, a rise of 1,847 clicks, highlighting improved search result visibility and click-through rate.
• Organic new users grew from only 79 to a total of 1,800, demonstrating the effectiveness of SEO in drawing new organic traffic.

Google Ads

We launched new search campaigns and ad groups, carefully crafted based on extensive keyword research and targeted audience analysis. Responsive landing pages and lead capture forms were set up to ensure a smooth user experience after clicking the ads. Our ongoing management of these campaigns involved monthly performance reviews, analysing lead quality, budget spending, and keyword effectiveness. We routinely refined our campaigns to boost ad relevance, increase click-through rates, and improve conversion rates. 

Budget monitoring was thorough, with adjustments made to bids and targeting strategies to optimise campaign performance. We also checked for errors in the Google Search Console and made necessary changes to improve the performance of our landing pages. Conversion tracking was integrated to monitor the effectiveness of our ads, ensuring that every lead was accurately attributed to the correct PPC campaign. This strategic approach ensured our ads performed well and delivered a strong return on investment.

Results

• The total number of clicks increased to 3.6K, a 35.7% increase compared to previous periods.
• The CTR improved significantly to 7.8%, showing an increase of 63.2%.
• The conversion rate saw a remarkable improvement, reaching 14.7%, which is an increase of 162.3%.
• The cost per conversion was reduced to $20.77, down by 60.7%.
• The campaigns achieved a total of 534 conversions, which is an increase of 256.0% compared to previous reporting periods.