- Design & Build
- Metrics & Analysis
- Search Strategy— Keyword/Keyphrase Research and Article Writing
- Engagement Strategy
- WordPress to CMS
- Concept-to-Creation – End-to-End Development
- Or in Collaboration with IT, HR, B2B, B2C Comms
- Internal Intranet Platforms or Extranet Websites
CLIENT FOCUS: Dynamic Data, CMS-Enable – Redesign & Rebuild
Executive Summary:
PROBLEM:
A bridal show conglomerate entered the Houston market, threatening to erode market share and web visibility for the 42-year-old H-town institution, the country’s largest bridal exhibition show, The Bridal Extravaganza.
SOLUTION:
We tackled technical challenges, Google rankings, and creativity from multiple angles. With new functionality and vibrancy, it now dominates the online bridal show rankings.
STRATEGY:
By turning WordPress into a customer-managed site using custom post fields, the show’s production office can update data (dynamic data) for each show and each exhibiting vendor. This feature provides exhibitors with added value by offering a directory listing with clickable links, improving not only the show’s Google rankings but also vendors’ websites. External linking has not only improved the site’s presence in Google and Bing but also significantly increased the time visitors spend on the site.
*Brand Creative Note: The show’s producer loves her brand’s 2010 color palette, but it isn’t “in style” for weddings right now. Then it dawned on me, the show is not a wedding. It’s a bridal extravaganza! Not constrained by wedding trends, which is the job of wedding vendors, the show just needs a recognizable brand. Turquoise, orange, and pink, forever!
“I LOVE our new website!”
Laurette Veres—Producer of America’s Largest Bridal Show, Bridal Extravaganza Show, Publisher, Texas Weddings Magazine, Inside Houston, H Texas Magazine
CLIENT FOCUS: Key Metrics & Search Research – Redesign & Rebuild
Executive Summary:
PROBLEM: Though Power-Flow International (PFI) had hired an SEO company on a monthly retainer, after three years, rankings had only risen slightly.
PFI, serving a niche onshore oil and gas market, needed greater visibility to reach customers worldwide. When they brought me back to update the design, I told them they could also fire the SEO guy, too, because he wasn’t doing anything.
STRATEGY:
As an engine and parts reseller, PFI was competing for web presence with OEMs who have deep pockets for keywords and rankings. So rather than compete on keywords, I aimed to target customer pain points—writing questions that Power-Flow International answers for its customers.
After exhaustive research, analyzing where Power-Flow International gets its clicks, and where the industry searches for them and their competitors, then comparing that to the top 10, whole industry searches, I wrote articles with leading questions, created long-tail URLs, and rebuilt pages based on matched painpoints in the reciprocating pump industry. I then added innerpage links to the new page rebuilds, leveraging AI to help write the articles.
RESULT:
150 average daily active users grew to 381, with peaks of 441, within three months of the new website launch.
A HISTORY IN THE FIELD OF DIGITAL: I’ve been creating end-to-end websites since 2004, leaning on a range of technical inquisitiveness and creative talents, including photography, video, and editorial writing.
Today’s intranets and digital platforms make online publishing for internal communications as engaging as extranets with metrics analysis.
