Sargood on Collaroy are an NDIS-funded, world-first resort overlooking Collaroy Beach, purpose-built for people with a spinal cord injury. The facility offers a range of relaxation, recreation activities, or simply much needed respite for carers and family members, in an environment that is designed for wheelchair-bound individuals.
Our primary goal for this campaign was to increase brand awareness for this specialised facility while driving more website users to enquire and book.
To drive additional traffic to the website, we completed thorough keyword research and optimised all pages around general terms that people regularly search, allowing them to find the website without having known of the service previously.
The biggest challenge is driving relevant traffic to the website, because Sargood on Collaroy have specialised staff and work only with those with a spinal cord injury, so users go through a series of qualifying points, through relevant search terms, clear and concise information on pages, and a straightforward, but clear contact process.
Our initial goal was in driving additional relevant traffic, which came from improving keyword rankings for the terms we wanted to be found through.
Between the start of the campaign and January 2022 we saw steady improvement in keyword rankings, even through multiple algorithm updates, by monitoring and tweaking on page content, and improving authority throughout this period.
Through driving this relevant traffic, but also qualifying our users throughout the journey we were able to see an overall increase in goal completions and conversion rate.
Since we are working in such a specialised space, the number of conversions is lower than the typical campaign, however we know that these are relevant enquiries.
This additional traffic led to a 38% increase in goal completions and a 16.91% improvement in the conversion rate overall.