Case Study: Davidson Academy SEO Audit and Website Redevelopment

Davidson Academy, located in Nashville, Tennessee, is an interdenominational, college preparatory school that offers students from preschool through Grade 12 rigorous academics, a variety of extracurricular activities to develop their talents, and a Christian environment to learn and grow. Founded in 1980, Davidson Academy's graduates have attended MIT, Rhodes, Vanderbilt, Tulane, DePaul, and other national and international universities.

The Challenge: Optimize Website for Modern Marketing 

Davidson Academy knew that it needed an upgraded website to attract students, faculty, and donors. Its existing website had been built by in the early 2000s, and while the school had seen some success, it couldn't keep up with the needs of modern inbound marketing with the awkward navigational structure and old-fashioned design. While the Davidson Academy website was running on HubSpot, the old visual structure had been ported over from the previous content management system. Additionally, the amount of content on the site itself was too much for the old website navigation structure. Davidson Academy knew it needed to rethink and redevelop its website to grow student enrollment and use the site as an effective marketing tool.

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Topics: Case Studies

Three Little-Known Things You Should Double-Check Before Hiring an Inbound Marketing Agency

When it’s time to select an inbound marketing agency, most people know they need to look for the usual things like case studies, customer testimonials, and team member experience, as well as asking for references to call and seeing samples of the marketing agency’s previous work. But there are some other things to look for that may not be as obvious but can be crucial to look for in your selection process. Here are three things that might be missed in the evaluation process — but are critical to consider when evaluating a new agency.

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Topics: Inbound Marketing

Case Study: HubSpot Web Development for Accu-Tech

Founded in 1984, Georgia-based Accu-Tech is a national distributor of voice, data, A/V, and security products. Accu-Tech supports a robust contractor customer base, providing vendor-independent premise cabling solutions from top industry manufacturers.

The Challenge: Create a Cohesive Website

In 2013, Accu-Tech realized that its current website’s design and presentation was not cohesive or user-friendly, and its navigation and structure made it difficult for its customers to find the information they needed. It had been using the same website structure for several years, and as the company added products, simply added content. The website couldn’t accommodate the expanded range of content and was not mobile-responsive.

Additionally, the existing Accu-Tech website wasn’t built for conversions. Site visitors could browse, but if by chance they found what they were looking for, it was hard to figure out how to inquire about products.

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Topics: Case Studies

Marketing Fitness 101: How to Optimize Your Website Content

Anyone who has kept an eye on the calendar warily knows that when summer is almost here, it means a diet and exercise routine to get that beach body (and perhaps attract other fit people on the sand). Just as being physically fit is important, so is having a fit website with a content marketing plan that attracts the right kind of visitors – and that takes a diet and exercise regimen all on its own.

The Problem

The problem that many websites have is similar to what people face after a season or two of neglect: bloated content, irrelevant content, and overall lack of tone. The irrelevant content means that the wrong prospects are visiting the site, wasting your time and your sales team’s time by following up on inbound leads from unqualified prospects.

Irrelevant content also skews your web analytics, which makes it harder to optimize your website’s conversion, and along with those skewed analytics could provide a false sense that the site is succeeding as a lead generation tool. That means you could end up wasting even more time producing content that ultimately is not a good fit for your prospects or your sales process.

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Topics: Content Marketing

Case Study: SEO Audit & Website Redevelopment for AmeriFirst Home Mortgage

AmeriFirst Home Mortgage has provided home loans for three decades throughout the Midwest and the South. Headquartered in Portage, Michigan, the company focuses on developing relationships with its clients to provide them with the right loans for their situations.

The Challenge: Help the Website Catch Up to the Blog

In the past few years, AmeriFirst began a heavy inbound marketing program, using its blog as a foundation. The blog was so successful that the company wanted to revamp the rest of its website, which was a legacy website that did not perform either on an organic SEO level or from a conversion perspective or user experience perspective, compared to the blog’s performance. In other words, the blog was moving forward, but the rest of the site was not keeping up.

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Topics: Web Design & Development, Case Studies, SEO

Marketing Fitness 101: How to Optimize your Marketing Automation

Poor-performing marketing automation campaigns mean atrophied lead nurturing and lead qualification for companies, defeating the purpose of embarking on the campaign in the first place. But just like someone who starts a diet and exercise regimen in the hopes of becoming fit and healthy, marketing automation requires that companies tune their workflows and actively pursue ways to make improvements, tweaking their regimens and eliminating activities that don’t achieve the desired results.

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Topics: Marketing Automation

Marketing Fitness 101: How to Optimize Your Contact List

Untended contact lists don't age well. A few opt-ins here, a few inactive subscribers there, and before the company knows it, its subscriber list is a flabby, out-of-shape database struggling up the first hill in the next lead generation campaign. And that's before you even consider the records in your database that just become outright wrong due to job changes, mergers and acquisitions, marriages and divorces, and more. According to SiriusDecisions, up to 30% of your contact database records can go bad in 12 months. That's a lot of name changes and email changes!

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Topics: Conversion Optimization

30-Day Guide to Scalable Content Production

Content marketing is a complex undertaking, and it takes time to create a process that will allow a business to scale it effectively. Following this 30-day plan will help get your process moving on the right track and allow for things to be adjusted as needed. Few things are worse in marketing than being unable to change your approach when necessary.

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Topics: Content Marketing

Guest Blogging: Dead? Or Simply Redefined?

Matt Cutts, head of Google’s Webspam team, has put it out there: “if you’re using guest blogging as a way to gain links in 2014, you should probably stop.” His comments have caused something of an uproar, but his point is simple. Overzealous use of faux guest blogging aimed mainly at boosting SEO through link-building has rocketed out of control.

Google is taking formal note. And they’re not amused about these spammy “shovelware” practices. Google has begun implementing manual penalties against guest blogging networks, and no one will be surprised to see a future Google algorithmic update that addresses this issue further.

How did this start?

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Topics: Content Marketing

3 Things Your Sales Team Wants to Tell Your Marketing Team

The lack of effective marketing-sales integration is a problem for many companies, and miscommunication and pointed fingers can cause serious bottlenecks for companies. But many of these problems can be avoided! The following are three of the biggest things that the marketing teams should know about what the sales teams need.

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Topics: Inbound Marketing