Lawn Doctor's founders built the first-ever automated lawn care machine in the 1960's; today the business is a franchise model with locations all over the country.
When Lawn Care corporate approached 97th Floor, they were unimpressed with the results coming from their current SEO and PPC agency.
Lawn care is a highly seasonal business, but Lawn Doctor only saw a lift from digital marketing at the end of their busy season. Lawn Doctor needed a strategic partner to help them generate interest and get in front of customers ahead of the coming year's busy season to maximize sales . 97th Floor began work in November; we had three months to work before Lawn Doctor's busy season begins in March.
Working closely with Lawn Doctor, 97th Floor identified dozens of high-volume terms that were predominantly searched on mobile devices.
We then optimized key landing pages for these terms and worked with thought leaders, industry publications, and media outlets to acquire high authority backlinks over the course of the campaign.
Extensive user tracking and A/B testing enabled us to improve the user experience on the site, helping to convert the increased organic traffic coming in from the SEO campaign.
By the end of the campaign, Lawn Doctor outranked each of their competitors – locally and nationally.
Additionally, Lawn Doctor saw:
The SEO campaign was so successful that it produced Lawn Doctor's most profitable season to-date – talk about grassroots, huh?
Sword Health is a digital physical therapy platform that provides patients with access to physical therapy exercises and care from a remote physical therapist. The platform uses a combination of video, audio, and text to provide patients with personalized physical therapy exercises.
Sword Health was investing significant budget into its advertising programs with high click-through rates, but poor acquisition conversion rates. As we audited the existing buyer’s journey, it became clear that landing pages lacked critical information that would bring users the confidence they needed to take the next step.
Sword Health needed to significantly reduce the amount of wasted adspend on low-converting campaigns.
97th Floor began by performing the critical first step of enhancing Sword’s knowledge of its personas and buyer journeys, performing research into the process that patients with musculoskeletal pain dealt with as they sought solutions.
This informed a complete rebuild of Sword Health’s landing pages to explore the user challenge, demonstrate how Sword Health benefits address the challenge, and show proven results after implementation—all coinciding with a company rebrand.
After implementing the new strategy, Sword Health experienced remarkable improvements in their campaign performance. There was a significant 256% increase in leads, reflecting a jump from the previous period's figures. This was primarily due to a substantial 195% rise in the conversion rate, which soared to 1.8%.
These results were not just numbers; they represented a tangible shift in Sword Health’s approach to engaging and converting their target audience.
Vida Health is an online and virtual care platform that offers personalized health coaching and therapy programs tailored to each individual patient's’ needs and health goals, all through an easy-to-use mobile app and website.
Vida has two target audiences: a B2B target focusing on HR decision-makers who purchase Vida for their employees, and a B2B2C target focusing on driving up demand and engagement from the employees using Vida’s health programs. With these diverse targets and aggressive growth goals, Vida’s marketing team needed a marketing agency to partner with them in both advertising strategy and execution.
Vida knew how to reach their audiences but needed to discover the ideal combinations of messaging, content offerings, content types, and imagery that would resonate and drive growth—all tackling sensitive and regulated topics like obesity, mental health, and chronic disease.
The first step was to explore Vida’s audience research and add to it with 97th Floor’s persona and buyer journey discovery process.
Next, we launched into a rigid experimentation phase, A/B testing every possible combination of message, image, and CTA—letting hard results drive each next step.
Finally, we created a series of infographics, illustrations, and content offerings to support our advertising campaigns.
Over the course of a 6-month period—thanks to our rigorous experimentation process—97th Floor’s ad campaigns helped Vida generate significant increases in leads (up 255 leads from previous period), while lowering the average cost-per lead by 22.56%, thanks to 25.79% increase in conversion rates.
Ascend.io provides an automated platform to manage data engineering & analytics workloads 10X faster by combining data ingestion, transformation, delivery, orchestration, and observability into a single platform.
Because their product is so technical and so niche, Ascend was a relatively unknown company. In fact, Ascend’s product is so unique that the company doesn’t have any direct competitors that do exactly what they do.
Desperate for leads, Ascend made a common B2B mistake—focusing only on the bottom of the funnel and their ads were performing poorly.
We got to work building out consumer personas based on Ascend’s audience knowledge and our own proprietary research and built out a Customer Journey Map for Ascend’s most valuable personas. We knew who our audience was, where they were spending their time, what questions they were asking, and what touchpoints to provide them.
Our strategy then unfolded in three parts: taking a full-funnel approach to existing platforms (LinkedIn & Google), launching on new platforms (Reddit, Twitter, and Terminus), and continually refreshing ad campaigns. Across all channels, we expanded the campaign objectives to include lead generation, website conversions, and website visits with a mix of ad formats, including single image, conversation ads, and document ads.
Leveraging content downloads, an increased focus on awareness, impressions and traffic from LinkedIn ads increased conversion metrics for each persona at every stage of the funnel.
Every measurable metric, including the most important metric of demo requests, skyrocketed thanks Ascend’s increased visibility across multiple channels and multiple stages of the funnel.
Clean Origin is a third generation diamond jewelry company that specializes in lab grown diamonds that are ethically sourced. Its designs use only ethically created and conflict-free lab grown diamonds, which reduces water and energy use, land and mineral disturbance, and carbon emissions. Its mission is to keep diamond history on the right track.
Clean Origin is a unique eCommerce company in that each product page is completely unique to match the uniqueness of each of their diamonds. Thus, pages were created and deprecated on a frequent basis—making it extremely difficult to build page equity and avoid crawlability issues. We needed to build a process to more effectively manage the incoming and outgoing pages, as well as Google’s understanding of the website.
Audits uncovered indexation irregularities that typically signal a crawling issue. We ran a series of log file analyses to improve Google’s ability to recognize fixes and reward the site accordingly.
This ultimately revealed a series of additional technical challenges that once resolved, allowed the site to be crawled more frequently and more accurately.
In a remarkable 30-day period, Clean Origin witnessed astounding results from the technical SEO enhancements implemented. There was a significant 25% increase in organic eCommerce revenue, reflecting a stronger online market presence and sales performance. Their eCommerce conversion rate rose by 19%, and eCommerce transactions increased by 26%.
8M Solar is a pioneering renewable energy company committed to advancing solar technology. With a focus on innovation and sustainability, 8M Solar strives to provide cutting-edge solar solutions for a greener and more sustainable future.
8M Solar's marketing is very localized, relying on in-person sales and online marketing to target key areas throughout North Carolina. They approached 97th Floor for assistance when their conversions were being negatively impacted by flatlined traffic and declining rankings.
Our SEO strategy for 8M Solar included:
In just 11 months, 97th Floor dramatically enhanced 8M Solar's organic traffic, achieving a 498% increase in web traffic and a 177% rise in quote submissions. Our SEO strategy expanded the company's organic keywords from 1,166 to 3,886, significantly boosting 8M Solar's visibility and market position in the renewable energy sector.
Blendtec, a pioneer in blending technology, is renowned for its powerful and innovative blenders, catering to both home and commercial users with a focus on cutting-edge design and performance.
By pairing a new blade design with a vicious motor, the Blendtec blender revolutionized home blending. After some initial success of its famous "Will It Blend" campaign, Blendtec's conversions fell. They needed content strategies that could drive increased site traffic, engage visitors, and boost brand awareness.
Using in-depth audience and keyword research, 97th Floor hunted down the best opportunities to connect with Blendtec’s prospective buyers.
Their research revealed a clear overlap between blender shoppers and Buffalo Wild Wings enthusiasts.
Recognizing the audience's love for replicating BWW sauces, 97th Floor developed the best blender copycat sauce recipes. These were then built into an eye-catching infographic that their audience could share out to boost immediate and long-term brand awareness.
The Buffalo Wild Wings Copycat Sauce Recipes infographic absolutely exploded onto the scene delivering incredible results. The campaign led to a 23% increase in referral traffic, a 73% boost in organic traffic, and over 55,700 shares on Pinterest. These outcomes translated into a significant boost in revenue for Blendtec.
Revver, formerly known as eFileCabinet, is a cutting-edge document management and workflow automation solution provider. With a rich history in simplifying file organization and collaboration, Revver continues to empower businesses with innovative tools to enhance efficiency and streamline document processes.
At the start of the year, Revver encountered a decline in the performance of its LinkedIn ads. Despite sporadically generating a significant volume of leads, the issue persisted as these leads never turned into qualified prospects.
At this time, Revver was undergoing an up-market shift, refocusing on larger organizations and adjusting their Unique Selling Proposition (USP), presenting an additional obstacle in the path to securing qualified leads.
In June, 97th Floor began collaborating with Revver to implement 6sense segments in their LinkedIn ads. This strategic move aimed to refine Revver’s target ICP's and effectively fill their pipeline with qualified leads.
By the end of the year, 97th Floor's revived LinkedIn campaigns were pulling leads that were qualified 22% of the time—a huge bump from the 1.5% qualification rate in 2021.
Alteryx is a data preparation platform that empowers organizations to efficiently clean, structure, and enrich their data for analytics and business intelligence. With a focus on user-friendly data wrangling and collaboration, Alteryx accelerates the data preparation process, enabling teams to drive informed decision-making.
Alteryx came to 97th Floor after initially partnering with an agency to boost organic results but left with nothing to show. After talking with 97th Floor, Alteryx believed that our expertise and strategy would get them where they wanted to be.
To kick off its SEO strategy, 97th Floor focused on creating new content and enhancing existing content. Because of Alteryx trust in 97th Floor's expertise, they immediately removed any unnecessary roadblocks that could have slowed the SEO process. This proactive approach guaranteed a seamless and efficient implementation of their SEO efforts.
In just 1 month, 12 new content pieces were published as well as and scores of on-page optimizations. This led to astounding results within the first quarter, an anomaly in the SEO world—a 44% YoY increase in organic sessions.
Ilumio is a cybersecurity company known for its micro-segmentation solutions, offering network security against cyber threats. Their innovative technology helps organizations effectively secure their network infrastructure.
When ilumio came to 97th Floor, they ranking for less than 4,000 total keywords with only 264 of those keywords holding a first-page ranking. Addressing this limitation became a primary focus to enhance Illumio's online visibility and reach.
Audits identified keyword cannibalization issues on Illumio's site. 97th Floor's top priority was eliminating these competing pages to enhance organic traffic.
The next step involved optimizing pages targeting keywords with strong baseline rankings and high search volume. Additional audits and keyword research informed content re-optimization, internal linking, and site structure changes.
After only one year of working together, Illumio was ranking for 9,671 total keywords, with 812 keywords on the first page.
A prominent player in the residential solar industry, Vivint Solar specializes in eco-friendly solutions to deliver sustainable and cost-effective energy to homeowners.
Faced with the challenge of new market competitors, Vivint Solar came to 97th Floor to expand its reach, increase non-branded traffic, and regain market share using digital strategies that could evolve and compound over time.
Our strategy involved a multifaceted approach to enhance their online presence. We focused on targeting intent-based keywords in our blog content and site optimizations to increase non-branded traffic.
Recognizing Vivint Solar's national reach, we implemented local SEO strategies to drive organic inquiries in various locales. A crucial part of our approach was a robust link-building campaign, ensuring the newly created content ranked effectively for the targeted keywords. Our strategy encompassed:
After launching, Vivint Solar's non-branded organic traffic grew from 5% to a third of all visitors. This change, along with a 40% annual increase in overall organic traffic, significantly enhanced revenue, contributing to a marked increase in recurring revenue.
Altro helps users build credit and financial power through recurring payments and subscriptions. Altro, symbolizing "other," aims to reshape the world by democratizing financial knowledge and resources. It confronts traditional financial power dynamics, ensuring inclusivity across diverse backgrounds.
While Altro had made significant strides in the financial empowerment space, they saw an opportunity for further growth in boosting brand awareness and acquiring more app downloads. They partnered with us at 97th Floor to refine and elevate their organic strategies and paid advertising channels.
We embarked on User Experience Research (UXR) to pinpoint where Altro's communication strategy lagged behind its competitors. This research revealed that our paid ads were attracting high Click-Through Rates (CTRs), but these weren't converting into desired user actions. To address this, we implemented two key strategies:
Following the "How It Works" page launch, we observed a 72.73% rise in engagement rate and an average session time of 1m 11s. In the three months after introducing the blog, user views increased by 22.74%, engagement time by 17.38%, and event counts by 16.13%.
