With energy prices often on the rise and an increasing number of people looking for greener lifestyle options, solar has become a popular addition to many homes. 

Good quality solar isn’t a universal offering and Gardel Electrical & Solar prides itself on expert service throughout the consultation, installation and maintenance phases for every job. That’s why we were pleased to work with the solar digital marketing strategy and review for this positive business. 

Not only does solar generate electricity off the grid and save money, but it also reduces fossil fuel usage in Australia like coal, which resonates well with our values.

Challenges and Solutions

Gardel Electrical & Solar was a well-established company already but needed a review on how their website was performing, what their conversion rate was like and a solar digital marketing strategy to make the most of their social media presence. LYF Solutions worked with Gardel between August 2021 to October 2022 to help get things in better shape.

The key objectives were: 

1. Develop a comprehensive digital marketing strategy.
2. Improve content to drive more organic traffic to the website.
3. Better utilise social media to build brand awareness and consideration.
4. Design a better user experience on the website.

Challenges:

1. The business had a limited digital marketing strategy and fewer insights across the different channels it could tap into.
2. The solar market has a high number of competitors, including in Queensland – many of them are owned by conglomerate brands, some with lower quality offerings.
3. Social media was used ad-hoc by the brand and missed out on key opportunities to grow its audience and engagement.

Solutions:

We analysed the Gardel Electrical & Solar’s website Google Analytics, Google search console and ran a search engine audit to get a deeper understanding of how people found and consumed their website. We also reviewed their competitors, locally and globally.

There were no goals set up (now known as events in GA4) which meant we had to rely on the website’s content management system to provide us with insight into how the business was performing.

As a result, we reviewed the Google Analytics settings and created goals so we could map the brand’s performance. We then tested Google Ads with some updated landing pages to understand how leads and visitors to the site interacted with the content. We also connected the content management system to their customer relationship management system using Zapier.

Using keyword research, we identified key terms that could be used within the existing website pages and updated previously top-performing content. Our intention was to not reinvent the wheel for this solar digital marketing client but to explore blogs that were already written and to further optimise them, to support more organic traffic to the website.

These edits and additions resulted in a 561% increase in organic search traffic year on year, a 236% increase in total page views and a huge 2000% increase in visits to the SEO-led blog posts.

By measuring phone and email interactions through Google Ads, we found that the update in content and active promotion led to a stronger conversion rate.

Through Google Analytics and using Hotjar heatmaps to guide us, we also discovered that our new homepage experience delivered more time on the page and had a higher chance of making people explore the website. As such, this new page became the website’s primary homepage after the A/B experiment.

Reviewing and transforming Instagram

Social media has a huge impact on the success of many businesses and regardless of your industry, having a presence here can create an increase in customer awareness and build consideration for purchase with your brand.

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