Think Water Darwin is part of an industry-leading franchise group with more than 50 locally-owned stores across Australia and New Zealand. For many years, Think Water Darwin has operated as a product supply store for customers, offering small residential and commercial solutions.
Wanting to improve their overall website Search Engine Optimisation (SEO) and to showcase more services and case studies, the problem lay with Think Water Darwin’s current messaging across their website and marketing channels; with the current messaging focused more around products.
Wanting to move towards more of a service based business with product offerings, with services in design and water engineering, this required a refresh of the messaging tone Think Water Darwin had currently. This meant updating website content, imagery and design, along with a refresh to other marketing channels such as social media, email marketing and more, to ensure the brand and messaging was consistent across all platforms.
As the Think Water Darwin website didn’t allow for large structural changes based on the build and design, and with the end goal being the improvement of the website’s SEO, a website update was required to ensure the end goal would be successful.
To ensure that the end goal would be met, BKC Media worked with Think Water Darwin’s team in a number of workshop sessions discussing their core products or core services. Identifying revenue and areas of key opportunities for growth in that line with their strategy and then building in the correct content structure and brand language to reflect that which would then be used across social media, email marketing and primarily, the website.
The primary objective of this project was to revamp the website, necessitating a complete rebuild to facilitate significant modifications and future updates. This would ultimately enable the undertaking of SEO initiatives. The goal was to modernise the website in terms of technology and functionality, focusing on the WordPress platform to ensure compliance with content and design requirements.
The website’s redesign involved a comprehensive reorganisation of content and pages. Our primary focus was on identifying SEO opportunities and aligning content with those opportunities. We created supplier pages to provide in-depth product information and content, thus enhancing SEO. Additionally, service pages were developed to showcase Think Water Darwin’s service capabilities, further strengthening the website’s online presence as well as showing what Think Water Darwin was capable of in terms of projects and services.
The website redesign also included upgrades to its imagery, showcasing projects, products, and services. Enhanced website forms were introduced to facilitate customer inquiries about services and products. Additionally, SEO elements such as titles and descriptions were optimised to enhance page rankings and ensure a positive user experience.
By revamping the Think Water Darwin website to enable flexible structure modifications, content updates, imagery and more, we could then identify areas for improvement. Furthermore, developing content in alignment with these enhancements can facilitate organic growth, such as a series of project case studies, news articles and further brand and product pages.
Breaking down the page content to align with the specific interests of Think Water Darwin’s customers was pivotal in enhancing their SEO. We achieved this by analysing customer search patterns and discovered that concepts like “water filtration” or “irrigation” were more prevalent than specific brand names. By structuring the main pages around these concepts and subsequently linking to relevant brands, we ensured a seamless user experience, guiding them directly to their desired information.
The project also encompassed the development and creation of case studies spotlighting projects undertaken by the Think Water Darwin team. These case studies serve a dual purpose: highlighting the team’s capabilities and services while also contributing to SEO efforts through strategic keyword placement, interlinking to services and products, and backlinking to partners’ websites involved in the projects. This multifaceted approach ensures that the case studies not only showcase Think Water Darwin’s expertise but also bolster their online visibility.
While retaining brand-centric content on the site remained important, the introduction of concept-based pages prompted the addition of an enquiry form at the bottom of every page. This serves two key functions: firstly, it empowers users to delve deeper into their search queries by contacting the Think Water Darwin team directly. Secondly, it provides valuable insights into the origin of user enquiries, reducing reliance on the generic “contact us” page and offering a clearer understanding of user intent.
This data-driven approach allows for continuous refinement of the website’s content and structure to better cater to the needs and interests of Think Water Darwin’s target audience, whilst also focusing on improving the SEO of the website.
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