Crime Scene Cleaning Franchise Boosts Website Conversion Rate from 1% to 5%

Case Study: Spaulding Decon

Spaulding Decon is a home restoration and biohazard / crime scene cleaning franchise that offers a variety of cleaning and remediation services. As their Marketing Director, I led an effort to increase their website conversion rate and generate more leads through their website.

Project Overview

Spaulding Decon had a well-established brand name and social media presence, but we were not seeing the desired results in terms of conversions and lead generation. Towards the end of 2022, I was tasked with re-designing and optimizing their website to increase conversions and generate more leads. Their previous website had over 3,000+ pages, 44+ franchise mini sites, and tons of content duplication issues we had to fix in order to improve SEO and organic traffic. This was by far the largest website re-design and development project I've managed, and I'm glad to say it all went smoothly.

Marketing Campaign Structure

To achieve Spaulding Decon's goals, we developed a comprehensive web design and optimization plan that included the following tactics:

• Redesigning the website to improve user experience and make it easier for visitors to find information and contact the company
• Implementing advanced tracking and analytics to monitor website performance and make data-driven decisions to optimize our efforts
• Implementing local and 24/7 support phone numbers to increase accessibility and improve lead generation
• A/B testing and optimization of landing pages and calls-to-action to improve conversion rates

Results

Our web design and optimization campaign for Spaulding Decon was a tremendous success, achieving the following results:

• Website conversion rate increased from around 1.01% to 5.42% on average, a 5x improvement
• A 319% improvement in conversion count and 157% improvement in conversion rate.
• Phone calls from the website more than doubled, up by 260% since the start of the year, with the implementation of local and 24/7 support phone numbers
• Improved user experience and accessibility resulted in increased engagement and time spent on the website

Our web design and optimization approach allowed us to improve the user experience and make it easier for visitors to find information and contact the company. By implementing local and 24/7 support phone numbers, we were able to increase accessibility and improve lead generation. The A/B testing and optimization of landing pages and calls-to-action also helped to improve the website's conversion rate. By continually monitoring and optimizing our efforts, we were able to sustain these results over time and help the client achieve their business goals.