eBusiness UK helps Mersey Rod secure more sales for less spend

Liverpool-based drainage specialist Mersey Rod has almost tripled the size of its digital marketing contract with eBusiness UK after the Blackburn firm was able to drive up web traffic while reducing advertising spend.

The two companies began working together in October 2020 when Mersey Rod sought out a more cost-effective way of marketing its website than the advertising programme it had in place. eBusiness UK compiled a comprehensive search engine optimisation (SEO) plan which, by drawing organic visitors, would dramatically reduce the campaign’s cost per lead.

The team at eBusiness UK set to work on an initial 30 keywords, ensuring that Mersey Rod would rank highly in the search results of potential customers, as well as establishing a Google My Business profile which offers a direct line of communication from the search engine itself.

Mersey Rod has also garnered a fantastic set of reviews – a 4.9 out of 5 average rating from nearly 900 customers – on independent website Trustpilot, which is a useful way of establishing a trustworthy brand online.

Now Mersey Rod has expanded the campaign to 80 keywords, meaning that eBusiness UK will work to see the company rank among the top results for 80 different search terms entered into sites such as Google.

The results have been almost immediate. One month after the expanded campaign launched, Mersey Rod saw a 31% month-on-month increase in web traffic and received hundreds more enquiries about its services.

This has also helped Mersey Rod to expand its footprint, targeting customers in new markets such as Southport, Warrington and Wirral.

The double-digit growth in traffic and leads resulting from SEO has enabled the company to scale back its pay-per-click (PPC) marketing which, while effective, is much more expensive. The results so far include more visibility, more leads and more sales – all for less overall spend and a much lower cost-per-lead.

Latif Kothia said: “PPC has its merits and can certainly be an effective marketing tool, but SEO once implemented and allowed to build momentum can be far more rewarding on a pound-for-pound basis.

“We have enjoyed working with the Mersey Rod team in the early months of this project and are proud that we have been able to report such great results. We are delighted that they have chosen to extend their contract with us.”

Jeremy Morton, director of Mersey Rod said: “We’re a family business who, above all else, want to help our customers. We charge fairly, keep our promises, and do our bit for the community. In eBusiness UK we have found a company with very similar beliefs.”