Case study
How to build a pipeline of leads with SEO
The challenge
Callea Stone Masonry is a relatively new business offering premium stone masonry services in Melbourne.
After investing in professional branding and website development, Callea Stone Masonry was referred to Sunday Best Digital for SEO support - initially focused on keyword research, title tags and meta descriptions to boost rankings and take advantage of an upcoming appearance on The Block 2022
A few months later, Callea Stone Masonry founder MJ suffered a significant head injury while onsite. Being crushed by falling stones led to a brain bleed, and he was placed in an induced coma, with concern his cognition and physical ability would be impaired long term. When MJ’s accident happened, the client understandably had to press pause on the existing SEO retainer.
The client was thrilled with our initial work, and as a small business ourselves, we know how much hard work had gone into establishing their business and brand, and the investment in their website and SEO to date. We didn’t want to see that work and investment go to waste.
The goal: To build on the existing SEO foundations we’d laid, provide ongoing monthly SEO support, and keep the momentum going with minimum, targeted activity.
In recognition of the hard time their business was facing, we offered this support as a free service.
The solution
In order to better understand their audience and competitors, our first piece of work for them was keyword research. This then informed our work to the back end of their beautifully designed website, where we added targeted title tags and meta descriptions to focus on the keywords we’d identified.
After conducting our research, we saw that a full-blown SEO strategy wasn’t required. So even though the client had said they’d be happy to pay for an SEO strategy, we suggested a lower-cost option focusing on optimising their service pages and creating targeted blog content.
This work was well underway when MJ had his accident, so we continued to provide ad hoc targeted SEO support, monitoring their site traffic, making changes as they were needed, and keeping an eye on their SEO results.
Callea Stone Masonry provides a boutique, high-end service, but they are still relatively new and are competing with established brands that benefit from brand recognition.
We knew that even if we could compete on search terms, we’d still need to give their brand an edge to help them stand out and be clicked. To do this, we focused on ‘as featured on The Block’, incorporating this into their listing content so that it was conspicuous on the SERP.
Any additional blog pages and site pages we’ve created have used messaging in line with their high-end design focus and service, conveying MJ’s passion for his craft while also incorporating keywords and maintaining their image-led design. Our brand-led focus means we’ve maintained their brand integrity.
No one could have predicted MJ’s work accident, but we adapted to this change and looked at creative ways to help them continue to achieve outstanding results in a short time frame. Our support has meant they can continue to reap the benefits of our foundational SEO work, thanks to ongoing SEO services from Sunday Best.
The results
735%
increase in website keyword rankings
267%
increase in organic traffic year on year
238%
increase in calls and quote requests
58%
increase in enquiry form submissions
Our objective was to build on the existing SEO foundations we’d laid (as solid as Callea Stone’s stonework), providing ongoing monthly SEO support during MJ’s recovery.
We’re thrilled that our ongoing support has continued to fuel their results, so MJ has a healthy pipeline of potential clients to return to when he is back to full capacity again.
From day one, we gave the client options beyond what they’d asked for and provided a strategic marketing view on how SEO could add value.
The site had a large increase in keyword rankings and a huge uplift in organic traffic. This lead to a large influx of enquiries which allowed MJ to hire employees to complete work while we recovered.
Praise from our client
“The ongoing support from Remi at Sunday Best Digital Agency has helped us to keep the business running and brought in more jobs than our two workers have the capacity to do. We’ve received around 1-2 job enquiries a week through the website, so we have a strong pipeline of work for when MJ is ready.
It’s definitely created work for us and helped with ongoing cash flow. Alongside the increase in website enquiries, we’ve also had an increase in phone calls and direct emails from potential clients.
Once MJ is back at work, we’d love to retain Sunday Best in a paid capacity; it’s been invaluable having Remi’s support, even in our current circumstances.”
-Tegan Callea, MJ’s wife
