PRIME Corporate Services takes their business to the NEXT level
PRIME Corporate Services (PRIME) is a rapidly growing financial services company based in Salt Lake City, Utah. PRIME offers business formation advisory, accounting and tax, and financial planning services to small businesses and entrepreneurs around the country. They employ a team of experts in each field to provide comprehensive client support for businesses across a broad spectrum of industries, and leverage partner relationships to build their client base.
THE TASK
PRIME called on NEXT to help them optimize their already successful business, reaching more potential clients, increasing conversion rates, and growing their book of business.
THE STRATEGY
We assembled a team to assess PRIME’s existing marketing efforts and implement strategies for growth and optimization. The team included leadership executives for tactical strategy and oversight, MarTech and SEO experts, reporting and analytics specialists, financial writers, and project management specialists. NEXT leadership also reached outside the organization to identify a strategic partner— Alpha Echo Agency—to help with branding.
Our team of fractional executives reviewed every aspect of PRIME’s digital marketing strategy—from the website to email campaigns, social media, and partnership relationships. Working seamlessly with the PRIME team, we established a Book of Business (BOB), optimized Google Analytics by implementing appointment tracking, leveraged the Google Optimize functionality to conduct split tests, and overhauled the website and email campaigns.
THE RESULTS
Conversions and a KPI Anomaly
By dialing in with targeted analytics with the BOB, we were able to analyze visits, bookings, and types of sales for each PRIME partner on a weekly basis. Drilling into the data and testing different versions of the site’s landing pages, we quickly noticed a KPI anomaly. Most of the landing pages contained a marketing video that PRIME had been using for some time, but a small number of our test pages did not use the video. Although we expected the video to increase conversion rates, we found the exact opposite—customers who saw the landing pages without the video converted at a 39% higher rate.
We took this information and dove into a more detailed test campaign, testing variants with and without video as well as different combinations of verbiage, layout, and graphics. Our testing brought us to an optimized landing page that generates a 5-8 point increase in scheduled appointments without any change in site traffic. This translates to 40-50 consulting appointments booked per week for PRIME with no additional expenses.
Website Performance and SEO Deep Dive
NEXT SEO experts audited the entire site to assess and optimize for upcoming Google changes. We implemented a hosting move to increase performance and position the site to meet Google standards now and in the future. In addition, we created a Technical SEO Tracker, created an SEO growth strategy with page optimization analysis, and completed a keyword analysis review. In conjunction with the SEO review, we also audited the entire site to ensure consistent messaging and add relevant content. On an ongoing basis, our content specialists are providing content on a weekly basis to increase reader engagement and SEO performance.
WHAT’S NEXT?
Our relationship with PRIME Corporate Services continues to grow. We look forward to working with the PRIME leadership team to continue our focus on SEO strategy, overhaul PRIME’s email flows, optimize landing pages for each partner relationship, and create a customer referral program. We’re helping them leverage the power of Google My Business and identifying opportunities to engage their digital audience with Paid Search and an increased social media presence.
