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Our Happy Customers and Success Speak For Us

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When you invest in any of our digital solutions, you’ll have some of the top minds in the industry working on your campaigns to deliver the best possible results. We understand that no two businesses are the same, so we take the time to understand your organization and build campaigns that help you achieve your objectives.

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Our Happy Customers and Success Speak For Us

  1. 1. Table of contents: FBT Film and Entertainment | Media Entertainment 4-5 Maid In California | Services 6-7 Buy Recycled Products | Retail 8-9 Le Lys d’Or | Flower Shop 10-11 Easy Cars Rentals | Automotive 12-13 Agreements Online | Legal Documentation 14-15 Apex Predators | Shark Cage Diving Shark Photos 16-17 Dr. Aleksandra Cerny | Dental 18-19 Flower Spot | Full Service Florist 20-21 Information Technology | RDB Consulting 22-23 Trans-Global Migration | Immigration Consultancy 24-25 Corp Shorts | Internet Video Production Firm 26-27 Smart2BeGreen | Eco-Newsletter Publication 28-29 Segway Personal Transporters | Transportation 30-31 Harford County Cultural Arts Board | Association 32-33 Front Range Honda | Automotive 34-35 Sage Realty LLC | Real Estate 36-37 focusIT, Inc. | Information Technology 38-39 Seraphini | Italian Restaurant 40-41 Pond Liners | Landscaping 42-43 Alpha Oilfield | Oil and Gas 44-45 Custom Fitness Concepts | Health Wellness 46-47 Elreg Distributors | Automotive Parts Distributors 48-49 Answer is Fitness | Health and Fitness 50-51
  2. 2. Corinne’s Banquet Hall | Event Venue 52-53 GTours | Transportation /Charter Bus 54-55 Overton Security | Security Services 56-57 Subway Sandwiches - KSA | Restaurant Chain 58-59 Everdrive | Used Auto Parts 60-61 Pack and Ride | Affordable Residential Moving Services 62-63 2m2u | Print 64-65 Mo Shapiro | Public Speaker 66-67 Aesthetic Solutions | Health, Beauty Wellness 68-69 Johnson Equipment | Equipment Manufacturer 70-71 Skyline Whitespace | Exhibition Displays 72-73 Heartland Bank | Finance 74-75 Joya del Pacifico | Real Estate 76-77 Special Needs Family Center | Community Center 78-79 Marcum Group (Margolis Co. P.C.) | Finance 80-81 Tasty Bite | Food 82-83 White Plains Chrysler Jeep Dodge | Auto Dealer 84-85 APENDIX: WSI WHITE PAPERS Conversion Architecture 87-98 Email Marketing 99-109 Landing Page Design 111-125 Your Guide to Paid Search 127-139 Search Engine Optimization 141-147 Social Media 149-160 Web Analytics 161-166
  3. 3. Media Entertainment FBT Film and Entertainment Search Engine Optimization www.fbtfilm.com Challenges and Goals: FBT Film’s services include underwriting films, insurance,budget analysis,tax credit filings and location assistance.Prior to building a website,FBT Film had relied largely on direct word of mouth referrals for their business. But with the rapid growth of the industry, they wanted to reach out via their website to film producers and executives that they did not have direct contact with. The Solution: A new website was developed that captured the look and feel of a movie-focused Louisiana based investment firm. The site included a content management system that allows for easy updating and addition of new pages as needed. WSI created professionally written content for the website and optimized it to attract web users searching for related key words and phrases. This included optimizing the site for title tags,headers and keywords. At the same time,WSI began an aggressive campaign to market the site to online news, press and article outlets to establish our client’s expertise in the market. This included writing articles and press releases filled with valuable information about timely topics. As a result,this relatively new site was able to earn high page 1 rankings in less than one year for their targeted search phrases. Results: This site was launched on a brand new domain which can be difficult to rank early on. However, after only 90 days, even with a brand new domain name and no Pay-per- Click (PPC) advertising, they earned a spot on page 1 of Google for key phrases for their business and on page 2 for some others. Within a year we were able to help the client earn natural search results through extensive article and PR efforts as well as good on-site optimization. This placed them very high in search engine rankings. These include phrases such as: » Louisiana film incentives » Louisiana film tax credits » Louisiana film information » Louisiana film credits » Louisiana film tax » Louisiana film tax credits » Louisiana film » Louisiana tax incentives » Louisiana tax credit » Louisiana film insurance Testimonial: The site looks terrific – it’s clean and easy to navigate. This really changes the way we market our business. Leonard Alsfeld President FBT Film and Entertainment WSI Consultant: André Savoie Louisiana, USA
  4. 4. The total aggregated traffic that we sent them since the beginning of the campaign (February 17, 2008 – August 18, 2009). Totals: Impressions: 357,659 Visits: 4683 Phone calls (recorded) 1092 Emails: 73 Web events: 3095 Average Visits per week: 62.7 Average Spend per week: $186.73 Average Cost Per Visit: $2.98 Illustrates the top 5 performing keywords for each of the major search engines. Under that we can see the details including her click-through-rate, click-to- call ratio, and click-to-web- event ratio.
  5. 5. Services Maid In California Pay-per-click www.MaidInCalifornia.com Challenges and Goals: The client tried running PPC programs on their own and with the help of other companies and never achieved a return on their investment. They had virtually no traffic and no business from their website. The Solution: WSI developed a pay-per-click strategy that drove targeted traffic to www. MaidInCalifornia.com. We quickly found the highest performing keywords were actually a combination of a few generic“heavy hitters” that drew a lot of traffic, and a high volume of individual geo-targeted keywords that only drew one or two visitors each month. These two strategies have combined to produce as much qualified traffic as the client can handle. Results: As a result of the campaign, the client increased her business so quickly she had to hire two additional people! WSI is delivering many clients at half the price she was paying when she did it herself. The following statistics are purely a result of the campaigns WSI is running (does not include any incidental contact points). To date, WSI has driven the following contacts from her website: Total of $13,951 spent to date from February 17, 2008 to August 18, 2009 (18 months) » 1,092 phone calls » 197 request for cleaning forms submitted » 73 emails The vast majority of these contact points resulted in a sale. Since housekeeping is a recurring service, there is a lifetime value to most of these sales. Testimonial: I am so sorry we didn’t start working with WSI years ago. We can’t believe what a difference it made once WSI took over our website and search engine marketing. You have completely changed our business for the better. For the ‘After Construction’ campaign that you are running for us, we made $5600 the first month on only a $400 investment! Our main House Keeping campaign is really cleaning up (pardon the pun). It is a bit difficult to convert into dollars, but our stats show that in the last 4 months we have received 245 phone calls, 21 emails and 56 request for quote forms! Not only that, we are spending half what we used to spend! These numbers are staggering for us. I can’t express how much WSI helped my business. Deborah A. Kerr Maid in California WSI Consultant: Chuck Bankoff California, USA “ “
  6. 6. Retail Buy Recycled Products eCommerce www.BuyRecycledProducts.com Challenges and Goals: Before working with WSI,the client had a brochure style website (FibrexGroup.com) that lacked even the most basic optimization. He was spending over $2,000 per month for Google AdWords paid search advertising and sending traffic to the site with no regard to conversion tracking and Conversion Architecture.The client had no reporting to show the effectiveness of his site in terms of capturing leads and converting visitors into paying clients. The Solution: For this project,WSI used the eMerchant Pro eCommerce solution because of its capability to have multiple categories,cross selling, order tracking,customer tracking,etc.WSI was responsible for project management, troubleshooting,and assisting the client with advanced features of the platform. WSI fully optimized the site for search and continues to provide advanced SEO techniques to improve search results.We are also running a limited paid search advertising campaign for 2 of the client’s product categories. Results: The client recovered his investment within the first month after launching the eCommerce site with sales exceeding $14,000 USD. Site sales after the first year reached $125,000 USD exceeding business revenue goals by 25%. Second year revenues are up by 47% over the first year. The client was so pleased with the results that he contracted WSI to redevelop his brochure site, FibrexGroup.com, to coincide with his new catalog publication. FibrexGroup.com, which averages 5,000 unique visitors a month, compliments BuyRecycledProducts.com by giving site visitors the option to purchase the item through a“Buy Now”button that links to the eCommerce site, saving sales reps significant time. Testimonial: WSI has been wonderful to work with. They have been so responsive to all our needs. The website is amazing. It has helped us realize our dream of an online store and it couldn’t be more impressive. WSI is our Internet partner for life! Suzanne Leenders VP, Buy Recycled Products WSI Consultant: Darren Kincaid Virginia, USA
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  8. 8. 11 Flower shop Le Lys d’Or Search Engine Optimization www.lysdorfleuriste.be Challenges and Goals: With the construction of a new University town, the community developed into a true city. As a consequence of this economic development of the city, several new flower shops emerged; in particular, one in a big mall at a strategic location. Le Lys d’Or’s income figures were showing a 10 to 15% decrease over the last 12 months and the flower shop was bound to close up if nothing was done quickly. The Solution: WSI did an initial consultation and Internet Business Analysis (IBA) to uncover all aspects of the problem at hand. We then discussed in detail the target groups within which to implement a persuasion driven solution. It was obvious for budget reasons that PPC could not to be proposed at this stage and we focused on SEO. » Online: We worked on the title and description Meta tags, Alt tags, H1 and content. We also designed a Google Maps page. » Offline: We subscribed to Google Maps, worked on a strategy of carefully selected back links, always keeping in mind the importance of the use of key phrases in the anchor text. » We also provided guidance on the newsletter and the news/promo feature in order to optimize the use of key phrases. Results: One of the early pieces of good news was that in a very short period of time we could see listings for Lys d’Or in top positions on Google search for local phrases like“Fleuriste local areas”. In less than three months the same phrase would also feature the Le Lys d’Or website in 1st place on Google. Relevant keywords like“Conseil fleuriste”,“fleuriste creative”, Arrivages de fleurs”were all in 1st page rankings. Lys d’Or was in second place via affiliated page for marriage events. Lys d’Or was in first place on Google Belgium pages. The number of marriages and funerals they had to work on was up by 20%. The number of direct orders through the website was reaching +/- 5 per week although the order form was not on secured pages. The overall TO is probably going to reach a 20% increase for the fiscal year which, if the previous trend is taken into account, could be assumed to be about 30% higher than what would occurred without WSI’s efforts. Testimonial: Since you convinced us to have our own website, we regained confidence in the viability of our business ... You are constantly thinking of our business like it was yours. As a consequence we really feel today you are part of Le Lys d’Or. Marc Jacqueline Delens Le Lys d’Or WSI Consultant: Dominique De Coster Brabant Wallon, Belgium “ “
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  10. 10. 13 Automotive Easy Cars Rentals Search Engine Optimization Pay Per Click http://www.easycarsrental.co.za/ Challenges and Goals: Easy Cars Rentals had been struggling to find new client leads. Prior to contracting the services of WSI, Easy Cars Rentals were doing most of their advertising in an offline classifieds newspaper called Junk Mail. However, because of the nature of a tangible newspaper, they weren’t able to track, measure and analyze feedback. Easy Cars Rentals were spending in the region of $6,000 per month on Junk Mail advertising. Their decision to not focus on online marketing was influenced by the fact that their target market was people in financial difficulty and in most cases; they would not have access to the Internet. The Solution: WSI rebuilt their website and applied search engine essentials to ensure that the website was search engine friendly. In terms of Internet Marketing: » We developed landing pages and various PPC campaigns » We wrote ads and submitted them to online classified listings and directories on a regular basis » Content marketing articles delivered by WSI help drive“long tail”traffic while we start with focused link building phrases in the anchor text. Results: Easy Cars Rentals experienced an average of 11.64% conversion rate spending only $2 to convert a client. They are now gaining 20 new clients per month from their online marketing to a value of $100,000 per month. With detailed keyword research we identified a number of phrases that would generate leads. These results are measured daily with Google Analytics and presented in monthly review meetings to the client. We get over 1.2 million impressions with a high conversion rate of 12.71%. Testimonial: Before we met WSI we never used any online marketing to attract new clients. Our advertising was focused on specific motor related newspapers and maga- zines. WSI audited our website and re- coded it to be search engine friendly. We started a Google Paid search campaign and achieved immediate results. We now get over 1,300,000 impressions on Google per month and our conversion rate for enquiries averages 12%. John Storey Easy Cars Rentals WSI Consultant: Francois Muscat Gauteng, South Africa “ “
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  12. 12. 15 Legal Documentation Agreements Online Search Engine Optimization www.agreementsonline.co.za Challenges and Goals: Agreements Online provides downloadable legal documentation (contracts,legal agreements policies) to an online market.The company is owned by a lawyer that wanted to know how she could go online with her business.WSI suggested that she start up a venture that sells agreements and all kinds of legal documentation to an online market. The Solution: WSI created a Voloper OBS website,provided a new design and all the web copywriting. We optimized the entire website for all their services and ran successful PPC SEO campaigns.We created an eCommerce shop and provided focused link building through directory submission,blog posting and content marketing with website articles. Results: Agreements Online is currently ranked at number one on Google South Africa for the keywords“Legal Agreements”. They are making in the region of $3,000 - $6,000 on a monthly basis because of their online presence. WSI measured the results using Google Analytics and measured the number of visitors finding the website through over 4,000 different keyword phrases and WSI conducts monthly reviews with the client to discuss the results. Testimonial: I cannot believe the return on invest- ment I have received from WSI. I could never have imagined the business that was available to me online. As a lawyer, you tend to think one dimensionally; however, WSI and their team have shown that additional money can be made without spending long hours in the courtroom. Kerry Jack Agreements Online WSI Consultant: Francois Muscat Gauteng, South Africa
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  14. 14. 17 Shark Cage Diving Shark Photos Apex Predators Web Analytics http://www.apexpredators.com Challenges and Goals: Before WSI became involved, Apex Predators was unable to measure the feedback they were getting from their website. They were unable to tell what people were doing when they reached the website. They were not sure of where most of their Web traffic was coming from (geographic location). Apex Predators did not know how many people were using their website or which sources they were coming from (search engine, direct referrals, external links, etc.) The Solution: Apex predators’website receives a lot of traffic from an overseas client base so the web analytics information that WSI provided was able to help their business get an improved scope on their e-commerce ventures. Prior to WSI’s contribution, they were struggling to find an effective way of marketing their shark cage diving trips and shark photos online. We implemented a secure online form that showed where the majority of leads were coming from. We implemented Google Analytics. Apex Predators is now able to plan well because they can tell the exact number of people that booked a shark cage diving trip from the website, how many people are ordering their shark photos online, and how many people are subscribing to their newsletter – a good indication of content interest. Results: Results are measured with Google Analytics. We also use Advanced Web Ranking (AWR) to measure the performance of the keywords we track. Testimonial: Prior to WSI’s involvement with Apex Predators, we were unaware of the opportunity that was available on the Internet for our industry. We had a fancy website but we did not know about the marketing opportunities that the Inter- net presents. WSI’s steps have enabled us to build lasting relationships with clients from all corners of the globe. Our online forms have made it easy for us to plan our trips accordingly and also to make sure we have sufficient stock of the in-demand photos that we sell online. Monique Apex Predators WSI Consultant: Francois Muscat Gauteng, South Africa “ “
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  16. 16. 19 Dental Dr. Aleksandra Cerny Internet Marketing www.DRCerny.co.za Challenges and Goals: Most dentists face the same problems when marketing their businesses and Dr. Cerny was no different. Dentists rely on word of mouth referrals and Dr. Cerny’s business relied 100% on word of mouth. Dr. Cerny’s husband recommended WSI to her, as we had just completed his company’s website. WSI evaluated Dr. Cerny’s current website and found it to be a“frame based”website, which did not feature on the search engines. In fact, the website was invisible to Google due to its technical structure. The Solution: WSI created a website with separate Web pages for each of the dental services that Dr. Cerny provides. Each of these pages was optimized using information that we identified from our keyword research. From the start, WSI implemented a Google pay-per-click campaign in order to achieve immediate results. We submitted the website to various Internet directories and wrote and submitted ads to a number of busy Internet classifieds websites. WSI then started a link building campaign and created specific blog links that rapidly increased the site’s search engine positions for Dr. Cerny’s services. WSI also provided Web analytics and from our interpretation we created a number of specific landing pages that further increased website traffic. Our efforts resulted in obtaining the first 8 of 11 positions in Google for Dr. Cerny’s dental practice. Results: In the first week, Dr. Cerny received 9 online bookings. At the end of the first month, 21 bookings were made directly from the website, all of which came from search engine traffic. On average, a new client has three appointments and the average revenue value is $300. At 6 months old, the website generated 150 new clients with an average of 450 appointments. The value of 6 months’revenue from the website is $45,000. The website cost over the 6 month period was $1,200, resulting in a return on investment of 3,750%! Testimonial: Before WSI, we had a website but had not received any queries in the 2 years since creating it. WSI showed us ex- ample reports of some of their customer successes and convinced us to build a new website that was search engine friendly. WSI were so confident that they would generate interested traffic to our website and provided us with a monthly Internet marketing solution that included the cost of the website build. This made it attractive to us as we would get an entire solution right from the beginning. Dr. Aleksandra Cerny Lonehill Dental Clinic WSI Consultant: Francois Muscat Gauteng, South Africa “ “
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  18. 18. 21 Full Service Florist Flower Spot Search Engine Optimization www.flowerspot.co.za Challenges and Goals: Flower Spot is a one-stop shop for fresh cut flowers and all flower accessories.The store has grown from a local flower shop to a destination store carrying everything from party décor to scrap booking to giftware. Prior to WSI coming onboard,Flower Spot had a good website but it wasn’t rendering much business since it was nearly impossible to find it on major search engines.The site was not optimized. The Solution: We did extensive SEO work including link building with blogging and copywriting. WSI’s Internet marketing services included: search engine optimization,web copywriting, content marketing with website articles and paid search advertising with Google. Results: We began optimizing the Flower Spot website 2 years ago. The consistent amount of articles that are added to the Flower Spot website on a monthly basis has driven traffic exponentially. The link building has contributed to Flower Spot’s excellent search engine ranking. We use Google Analytics and Advanced Web Ranking (AWR) reports to monitor Flower Spot’s website performance. Testimonial: Flower Spot had just completed the development of its 2nd ecommerce website with local developers. We have a great website but no online exposure. My local developers introduced me to WSI. Within 6 months we started to re- ceive a steady stream of leads and now we get over 1,200 queries a month that are generated through search engine marketing. Dennis Duarte Flower Spot WSI Consultant: Francois Muscat Gauteng, South Africa
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  20. 20. 23 RDB Consulting Information Technology Search Engine Optimization www.rdbconsulting.com Challenges and Goals: Prior to retaining the services of WSI, RDB Consulting relied on cold calling to introduce their company services to corporate South Africa. They did not think that their website would produce leads for them as they are so specialized in providing Oracle, SQL and Sybase support services. After reviewing the existing website we found it wasn’t optimized. We recommended creating for them a new website and a new, professional web presence that would differentiate them from their competition. We created a resource website that would support their credibility, generate leads and boost recruitment opportunities. The Solution: We created a Voloper OBS website, provided a new design and all the web copywriting. We optimized the entire website for all their services and provided focused link building through directory submission, blog posting and article marketing. Internet marketing services provided: » Search engine optimization » Web copywriting » Content marketing with website articles » Paid search advertising with Google Results: WSI began optimizing the RDB Consulting website in October 2008. They are now ranking at number one on Google South Africa for“Database Outsourcing”which is their main service. Since February 2009, they have acquired 13 new clients with an annual project value of $400,000 – many are notable Blue Chip organizations. WSI provides monthly analytic reports and reviews focusing on business goals and monthly reviews are held with the client. Testimonial: I called WSI the other day and told them that my website costs me nothing! The amount of business that we have re- ceived over the past 6 weeks is amazing and if we never get another lead I will be more than happy. WSI and their team have become my salesmen. The results we have achieved are truly amazing. I recommend everyone that I know to use WSI’s services. I would also like to add that WSI has done amazing work for my wife’s dental practice. Her website generates over 20 new leads per month. Jaro Cerny MD RDB Consulting WSI Consultant: Francois Muscat Gauteng, South Africa “ “
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  22. 22. 25 Immigration Consultancy Trans-Global Migration Paid Search Marketing www.tgmigration.com Challenges and Goals: Trans-Global Migration provides a simple 3-step process for South Africans wanting to immigrate to Australia,New Zealand,USA, Canada and the UK.Before contacting WSI, Trans-Global Migration was spending a large portion of their marketing budget on offline print advertising – newspapers,magazines etc.They experienced difficulties with offline advertising because they couldn’t tell where most of their client leads were coming from. The Solution: WSI rebuilt their website and began an aggressive Pay-Per-Click campaign to generate queries and conversions.By using Internet Marketing we made sure our PPC campaigns clicked through to relevant, accessible landing pages.We wrote ads and submitted them to classifieds websites on a regular basis.WSI also developed content marketing articles that drive“long tail”traffic while we start with focused link building. Results: We managed to decrease their marketing budget from $3,000 to $500. Trans-Global Migration has a conversion rate of 12.18%. Results are measured daily with Google Analytics and presented in monthly review meetings. Testimonial: I did not know about Internet Marketing before I met with WSI. WSI has really helped my business generate a lot of leads and decreased our spending on traditional media advertising, tenfold. John Gambarana TG Migration WSI Consultant: Francois Muscat Gauteng, South Africa
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  24. 24. 27 Internet Video Production Firm Corp Shorts Internet Marketing www.corpshorts.com Challenges and Goals: Corp Shorts was unable to generate leads via the Internet due,in part,to its flash-based Web site and lack of relevant content.Less than ten inbound sites linked to the Corp Shorts Web site,and it did not rank in search engine results.The firm needed an Internet marketing strategy to drive large amounts of traffic to its site. The Solution: WSI implemented a comprehensive,multi- phase Internet marketing solution that included: » Adding keyword-rich content to every page of the Web site » Implementing social bookmarking and link building strategies » Pay per click (PPC) advertising » Building a social networking presence on YouTube,Twitter,LinkedIn,Facebook,and other networking sites » Developing email marketing campaigns » Creating and disseminating keyword-rich press releases A key partner in our complete Internet marketing solution was Novo,Inc.,a copywriting firm specializing in search engine optimization (SEO),to write articles on a monthly basis.These keyword-rich articles helped Corp Shorts significantly increase its online exposure by ranking on the first page of Google and other search engines for several targeted keywords. The impact of our Internet marketing solution after the first year is extensive. Results: Results include: » Increasing visitors to Corp Shorts’Web site by 500% » Being listed on the 1st three pages of search engine results for more than 20 targeted keywords » Over 1,200 keyword phrases are converted to Web site visits » More than 240 different sources deliver traffic to the Web site » Videos are viewed by several thousand visitors on YouTube » Over 4000 followers/friends/connections on Twitter, Facebook, LinkedIn, and Plaxo significant time. WSI Consultant: Gregg Towsley California, USA
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  26. 26. 29 Eco-Newsletter Publication Smart2BeGreen Social Media www.Smart2BeGreen.com Challenges and Goals: Smart2BeGreen needed exposure, qualified visitors to their website, and new subscribers to ensure success for their Internet business. Also, Smart2BeGreen.com did not rank in search engine results for their top target keywords. The Solution: Tools Used: Google, Twitter, YouTube, Facebook, LinkedIn WSI implemented a comprehensive, multi- phase Internet marketing campaign for Smart2BeGreen that included: » Adding keyword-rich content to every page of their website » Implementing social bookmarking and link building strategies » Building a social networking presence on Twitter, YouTube, Facebook, and LinkedIn » Automating updates for new content distribution » Link building campaign for inbound links from other websites Results: The impact of our Internet marketing solution after the first six months is staggering, results include: » Increased visitors to Smart2BeGreen website by 900% » Listed on the 1st three pages of search engine results for more than 780 targeted keywords » 1st page listing in Google search results for top 10 keywords » Over 1200 keyword phrases are converted to Web site visits » More than 450 different sources deliver traffic to the website » Over 4000 followers/friends/connections on Twitter, Facebook, LinkedIn, and Plaxo » Videos are viewed by several thousand visitors on YouTube Testimonial: WSI’s keyword research, competitive analysis, search engine optimization, and social media marketing helped our website rocket in the ranks of the search engines. Our business has grown as a direct result of WSI’s solutions. Bill Gueringer President and CEO of Smart2BeGreen.com WSI Consultant: Gregg Towsley California, USA “ “
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  28. 28. 31 Transportation Segway Personal Transporter Web Design, Development, and Search Engine Optimization www.i-Segway.com Challenges and Goals: i-Segway was looking to increase the awareness of Segway Personal Transporters (PT) in the region as well as generating more leads online. The objectives were to establish an online presence in the region for Segway PT in order to improve the client’s brand and increase awareness. Also, it was very important for this client to get qualified leads from their website in order to cover the website expenses and to generate more profits to the business. The Solution: WSI prepared 6 concept drafts for this client using our in-house design expertise and the client selected two designs, which were further enhanced and improved to help the client make a final selection. The final design got excellent feedback from the client and the site visitors. WSI also conducted some usability testing to make sure the website was easy to navigate by users. Furthermore, WSI used special images representing various countries from the client’s target region to relate to the audience and improve overall site conversion. As far as technology features go, the site includes a content management system, online forms, document management system and a photo gallery. WSI also assisted the client locally to do some developmental adjustments to page layout, CSS, site footer and navigation menus. In addition, we have implemented a comprehensive Search Engine Optimization program for Segway PT in the region, which consists of ongoing keywords research, online competitive analysis, advanced Web and search engine optimization, and traffic generation strategies from search engines, mainly Google, Yahoo and MSN. We have also integrated leading analytical technologies on the website to track site performance and identify areas of enhancements on a regular basis. Results: In the first 12 months post launch, the website received more than 13,000 visits and the client is getting new leads every day. The client is extremely happy with the website and was amazed with the magnificent results in terms of traffic and leads that are generated on a daily basis via the website. The client’s business is now very profitable and the website was one of the main factors for their success. Testimonial: When we first looked at expanding and enhancing our Web presence, we set a Web generated sales goal of four units. Little did we know that we would not only meet that but would rapidly exceed it. In fact, in the eight months since WSI team designed and implemented our website, we have seen our Web traffic increase dramatically and, more importantly, our Web-generated sales leads increase almost ten-fold. ... I can easily say that WSI has been instrumental in our sales growth this year and I believe the same will be said in the years to come. Steven A. Brown-Cestero CEO, i-Segway WSI Consultant: Husam Jandal Dubai, UAE “ “
  29. 29. 32 Testimonial: The Harford County Cultural Arts Board is very pleased with the website that WSI created for us, and it was a well placed investment....The best part of this project for me has been working with WSI. You’ve made every aspect of this huge project simple and a lot of fun! Huge kudos to you! Tonya Woody HCCAB Coordinator “ “
  30. 30. 33 Association Harford County Cultural Arts Board Business Edge and SEO www.culturalartsboard.org Challenges and Goals: The Harford County Cultural Arts Board was looking to: » Improve customer service by providing online grant application submissions » Increase their exposure within the greater Harford County arts community in order to make grants available to a greater number of artists / organizations » Become THE resource for arts related events in the area » Develop an online community for the artists in the area » Provide greater exposure for some of the smaller or lesser known arts events and groups in the county » Be able to update their own website at will (which they could not do before) » Utilize the talents of local artists to create the design for the website The Solution: WSI addressed the client’s needs by proposing a WSI Business Edge website that could be placed on the client’s domain and could be optimized for the search engines. WSI Business Edge was the chosen platform because of its ease of use for the client and end user, as well as the wide selection of modules and features that are included within this WSI branded solution. The Web solution required customized forms for the grant applications and an interactive events calendar with a customized Add Event module. It also required site registration that would allow only registered members to have access to certain pages, including the interactive grant applications. The site also needed the ability to adding events to the arts calendar. Lastly, WSI included an opt-in email marketer to replace a rather basic one the client was already using. They hope to eventually add discussion forums in each discipline within the arts, and perhaps some news feeds related to the arts nationwide. and the client is getting new leads every day. The client is extremely happy with the website and was amazed with the magnificent results in terms of traffic and leads that are generated on a daily basis via the website. The client’s business is now very profitable and the website was one of the main factors for their success. Results: In the last 30 days, the HCCAB website has logged over 580 site visits, with 57% of those being return visitors who utilize the site regularly: » 51% of site visitors found the site through search engines » The site ranks #1 in Google for“Harford County Arts”(out of 242,000 results),“Harford County Artists,”and“Harford County Grants for the Arts,”“Harford County Arts Calendar” and“Harford County Arts Events”-- all goals identified prior to the start of the project. » The site even ranks higher than the Harford County Government website (parent organization) for all of these key phrases! » The site has over 100 registered users, with more than 30 arts groups regularly contributing events to the arts calendar. WSI Consultant: Jeff Harrison Maryland, USA
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  32. 32. 35 Automotive Front Range Honda Search Engine Optimization Pay Per Click www.FrontRangeHonda.com Challenges and Goals: Front Range Honda had been implementing a pay per click (PPC) campaign with Google and Yahoo! in house,spending $2,500 per month and not tracking any results. The goal was to dramatically increase the client’s Internet exposure,branding and click through rate for less money. The Solution: We knew we could get them as many clicks as they were currently receiving for $1,000 less,as approximately 50% of their ads were not being seen.We planned to accomplish this goal with some optimization efforts and by reducing the client’s bids. Results: Within the first 30 days, WSI accomplished what we said we would with regards to the pay per click campaigns. Next, WSI advised the client to apply the money they saved toward a 10 term/10 page search engine optimization and link building campaign. The client’s website traffic increased 80% in 6 months. WSI is currently maintaining a Google AdWords campaign and the 10 term SEO and link building campaign for the client. This account led WSI to later close the Al Serra Auto Dealership made up of 4 separate businesses and websites. Testimonial: I would highly recommend WSI as a search engine marketing provider. WSI is a professional organization with top notch customer service. They are always available to answer my questions. We have been more than satisfied with WSI and their performance and support. They have more than exceeded our expectations within a very short period of time. Diana Weaver Front Range Honda WSI Consultant: Jerry Kane Colorado, USA
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  34. 34. 37 Real Estate Sage Realty LLC Search Engine Optimization www.findahomeinpa.com Challenges and Goals: Sage Realty was using a generic realtor’s site for website design and hosting--one of the Web companies that provides websites for thousands of realtors. The site could not be correctly optimized. It had non-friendly URLs, no access to the root so search engine sitemaps and robot files could not be added. FTP Access at the page level was also not allowed and code could not be added at the page level. The traffic reports did not record data for stretches of time and the data recorded was not believable. Many of the pages were canned and had duplicate content. The site was not well designed. It permitted strict template designs and only had the ability for one layer of navigation. The site was confusing to navigate because it had no sub pages or drop down menus and any additional pages were floaters. The site pages had minimal marketing calls to action. The site’s performance was poor. It was down for lengthy periods (more than 4 hours) of time and the hosting support was terrible. The Multiple Listing Service (MLS) also did not work and tended to have old data more often than not. The Solution: WSI used a local graphic design strategic partner who worked with the client for a few months on the concept draft. We created a new site map which transferred the data from the old site to the new site. We added the marketing and SEO strategy to the sitemap. We trained the client and her staff on how to maintain the site themselves and using keyword research, they were able to make all the website copy more optimized for search engines. Results: In the worst economic conditions for the real estate industry, my client has told me that this month she had to turn away business because she is so busy. The bulk of her business is now coming from her website versus referrals from past buyers and friends. In 4 months, this is almost $5 million in real estate sales for my client. In addition to reviewing the traffic and ranking reports, my client has measured the results in terms of the business the website has brought her. Testimonial: WSI provides the benefits of a small, highly personal service provider with the technology and know-how of an international Web solution company. We had the following results this year so far from the new website: 3 new clients in March, 2 bought a total of $1,975,000 value homes and one is still looking with me in the $400,000 range; 2 new clients in April, bought $558,200 value homes; 1 new client in May, under agreement to buy a $315,000 value home; 1 new client in June who decided to rent but will buy in the next 9 month with me in the $500,000 range range; 1 new client in July looking in the $400,000 range and a new client in August seeking a $700,000 home ... Linda Walters Sage Realty LLC WSI Consultant: Nancy Vinkler Pennsylvania,USA “ “
  35. 35. 38 Testimonial: Wow, the SEO work is really kicking in this month. We received four leads in two days from our website for PDS hosting. We usually receive 2-3 per MONTH. Nice work! We had a ton of call activity this week from people saying “I found you on the web”. That’s all your hard work paying off. Thanks for everything! Josh Bopp President focusIT, Inc. “ “
  36. 36. 39 Information Technology focusIT, Inc. Search Engine Optimization and Paid Search Marketing www.focusitinc.com Challenges and Goals: Prior to their engagement with WSI focusIT, Inc was struggling to generate leads for their services. They were using an outside sales person who would contact mortgage companies and try to setup a demo. Since the focusIT solution was best suited for new implementations, often times they would miss these early opportunities due to low exposure on the Web. Additionally, their GoToMeeting demos would take about 2 hours – valuable time that was lost because their sales person was wrongly targeting a client who was not a good fit for their product line. focusIT was missing opportunities and spending too much time chasing bad leads. The Solution: To meet the client’s objective we started with a 20 keyword SEO optimization package. We used some of the data from their current Google AdWords campaign to develop a successful keyword set. We wrote quality content and began implementation of the content pages with a complete metatag revamp of the existing site. In doing the SEO keyword research we noticed the CTR (clickthrough rate) on their Google AdWords campaign was below 1%. They were getting lots of impressions, but very few clicks. Their positioning was good, but their pay per click cost was high and they weren’t generating quality leads. At this point we took over management of the PPC campaign. We started by removing their campaigns from the content network. Then we consolidated the campaigns and reviewed all keyword sets. We removed those keywords that were generating high impression rates, but very low click volumes. We implemented a goal conversion metric to determine which keywords brought the best traffic. By eliminating the high impression, low performing keywords we were able to increase the budget on the higher performing keywords. After optimizing the PPC campaign we then built a landing page specifically for the PPC customers. The page was designed with conversion in mind. Lastly, we developed an entirely new website on the eFusion platform. The website was much cleaner, easy to navigate and communicated much more information. We implemented a 301 redirect strategy and careful page naming in the migration. To date we have seen no drop off from prior rankings. We also integrated all the forms on their site with their existing SalesForce database to ensure lead and support capture. Results: From these efforts the client gained a 100% increase in the amount of traffic generated from the website. In addition they were receiving an average of 3.8 leads a week from the website, while prior to this they were generating about 2-3 per month through all their efforts. This metric was generated through SalesForce captures and WSI Voice Marketer. In fact, because of the client’s exposure on the search engines for keywords related to Calyx Point, the Calyx Software Company decided to offer an exclusive agreement with focusIT, Inc. for hosting of their Calyx Point Data Server, now called PointCentral. To measure the results, WSI used many metrics such as percentage of traffic from search, keyword popularity, clickthrough rate, and goal conversions to measure success. WSI Consultant: Scott Robbins Arizona, USA
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  38. 38. 41 Italian Restaurant Seraphini Business Edge and Internet Marketing www.Seraphini.com.br Challenges and Goals: Seraphini wanted to develop a website to promote their new restaurant,which opened in September 2008.WSI benchmarked the client’s main competitors,and based on this information,we worked on the graphic design and Web development to ensure the client’s restaurant stood out. The main objective was to promote the restaurant.WSI developed a website that reflected the sophistication of their restaurant and their dishes and to show their visitors comments made by experts on the Imprensa (press) page. The Solution: For this client,WSI chose the WSI Business Edge solution because of its flexibility,ease of use and familiarity with the platform.Since it was a very simple project,the website is composed of content pages,a media gallery and map modules,which are included in the technology. We worked their client base by running email marketing campaigns.With that we were able to identify different groups of interest and target them with specific messages in order to increase conversion rates. Since clients in Brazil don’t choose fine restaurants based on search engines results, we decided to focus on building incoming links.We advised the client to work with their PR agency in order to increase the number of reviews and news articles related to the restaurant in the print media (such as local magazines) and their online counterparts. Results: Within 3 weeks of launching the site, it had over 2,300 visits and 1,812 unique visitors, which helped generate over 30 reservations per day! The client is very happy with the new website and the compliments they receive. They are also very impressed with WSI’s work and the way WSI handled the project in order to launch it within 10 days. The website now averages 900 visits per month (78% of new visitors and 700 unique visitors). 50% of their visitors come from referring websites (30%), search engines (10%) and our e-mail marketing campaigns (10%). Due to the profile of Seraphini´s customers, it is much more effective to work with restaurants reviews on specialized gourmet sites, magazines, newspapers and their online versions. We chose the websites and blogs that their customers usually visit and that are very popular on Google and Yahoo, so Seraphini would benefit indirectly from their well ranked results on these search engines. WSI Consultant: Waldemar Antonaccio Rubens Kim Sao Paulo, Brazil
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  40. 40. 43 Landscaping Pond Liners Conversion www.pondlinersonline.co.uk Challenges and Goals: The objective was to design a site with a unique pond liner calculator – one that would take the length,breadth and depth pond measurements given by the customer and calculate the exact pond liner dimensions required and the cost of each type of pond liner for that dimension.The customer would then select a pond liner/s and go through a secure checkout process.A further objective is to ensure that the site is informative and a useful resource to anyone wanting to plan and construct a pond.WSI wanted to use the Internet as the sole means of marketing the product. The Solution: WSI chose a customized solution due to the database requirements of the pond liner size calculator.Working with the developers on the functionality of the pond liner size calculator was a challenge but the final result is a unique,user-friendly pond liner size calculator.In the development process, the difficulty was rounding up the metre squared dimensions.The pond liners are supplied via the manufacturers in fixed measurements with the“on the-role”PVC pond liner dimensions differing from that of the rubber pond liners.So the calculator had to work in both imperial and metric measurements,rounding up to the closest 0.5m in one dimension and closest 1m in another for PVC,and to the closest 0.5m in both dimensions for the rubber liners.The pond liner dimensions have to be absolutely accurate to avoid wastage or the liner not fitting into the hole exactly.Precision was key in this project. Results: Since June 2008, the website is receiving 3,000 visitors per month with a sales conversion rate of 3-4%. WSI’s reports show an average site visit time of 4.2 minutes and 4 page views per customer, as well as a visitor bounce rate of 22% (improved from 27% in June). Since June, the client has received more than £25,000 worth of orders averaging at £500 per day. They were thrilled when WSI completed and launched the website, particularly because they received their first orders the day the site went live on the Web, and have continued to do so since. Testimonial: I am very pleased with the results of my WSI solution. I was not expecting to receive so many sales in the first two months of the site going live! Mike Leask Pond Liners WSI Consultant: Brian Holroyd Bedfordshire, England, UK
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  42. 42. 45 Oil and Gas Alpha Oilfield Search Engine Optimization Pay Per Click www.alphaoilfieldsupply.com Challenges and Goals: Prior to working with WSI,Alpha Oilfield Supply only had a very basic website.It was a work in progress with not a lot of pages completed,nor much content on any of the pages.Most of the pages said“Under Construction”. The original website had been live for a couple of years,and didn’t provide them with any leads. WSI’s objectives were to provide Alpha Oilfield Supply with a professional looking website that would give a true representation to the types of products and services that they provided.We also wanted to provide them with an Internet Marketing System (IMS) that would offer them with maximum exposure on the Internet,since they sell their products worldwide.WSI wanted to make sure,if someone was doing a search on the Internet that they would be able to find Alpha Oilfield Supply,no matter what country they were doing the searching in. The Solution: WSI created an entirely new website for Alpha Oilfield Supply utilizing the MicroSite platform.In addition,we supplied them with essential SEO for their website,as well as started doing pay-per-click marketing,as soon as the site went live. Results: Alpha Oilfield Supply has had to move into a larger building, and is already beginning to outgrow where they are now. We bring the traffic to their website, convert the traffic into prospects. They convert the prospects into customers. They were very pleased with the results. They had started a website without much information on it. With the exposure that we brought to them via the search engines, they are now getting leads through their website from all over the world. Last year, Alpha Oilfield Supply picked up a client who found them by searching for one of the products they sold. In early February of 2007, John Johnson called WSI to let us know that they billed out $100,000.00 to that client in January. Within the first 2 years of implementing an Internet marketing strategy with WSI, the client’s sales have doubled every year. In fact, they’ve had to increase their staff, as well as move to a larger facility. They have almost more work than they can handle at times, which is a good problem to have. WSI Consultant: Michael Richards Ellen Richards Missouri, USA
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  44. 44. 47 Challenges and Goals: Custom Fitness Concepts was struggling with a site that had been built by one of their clients who could not keep up with frequent requirements for change.This provider could not offer any input or suggestions on how to make the most from their Web presence.They also were spending in excess of $2,000/month on PPC advertising,which was their main source of new business,but at a high price for their size.They were using 1st generation graphics for the branding that did not suit the image the owner wanted to portray as a professional and successful company. The Solution: WSI created a corporate identity package and we worked closely with the client to come up with the new logo and design concept.We then used our in-house resources to create a WSI Business Edge skin and implemented the new site,porting over existing contact and building custom features such as their location finder,and personal trainer directory. As for Internet marketing,WSI implemented an SEO program that involved: » Keyword research and forensics » Optimization of the existing content for proper use of meta tags,titles,H1s and other best practices » Used an authorized WSI supplier to perform 50 directory submission » Added 20 pages of new content focused on fitness boot camp keywords » A complete overhaul of the PPC ad campaigns,bid strategies and landing pages » A monthly review in which we evaluate performance and continue to improve overall lead generation per $ spent on both our services and PPC Results: Overall traffic has increased by 64% to nearly 4,000 visitors/month » Trial and actual class enrollments are up 63% » Personal training enrollments are up 252% » PPC spending has dropped from over $2,000/month to under $500/month » WSI measured the results primarily with Google Analytics WSI Consultant: Gary Levine Virginia, USA Health Wellness Custom Fitness Concepts Search Engine Optimization www.CustomFitnessConcepts.com
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  46. 46. 49 Automotive Parts Distributors Elreg Distributors Conversion Architecture and Internet Marketing www.elreg.com Challenges and Goals: Elreg Distributors had a previous website that was outdated and ineffective. They wanted to redesign their website with an engine that could allow visitors to search through a database of over 1,000 products, select the products they are interested in and add them to a dynamic quotation submission shopping cart. They also required website traffic generation via Internet marketing. WSI’s objective for this project was to get the client good leads. Our approach was to apply Conversion Architecture to their Web solution and persuade website visitors to submit quote requests online. WSI also planned to utilize Internet marketing to drive the right people to their new site. The Solution: WSI provided Elreg Distributors with a professional website design and development. We modified the eCommerce system to allow for product selection and quotation request submissions to take place. Once the site was launched, WSI initiated pay-per-click and email marketing campaigns. Later on, WSI implemented search engine optimization services for the client to drive even more traffic to the site. Results: As a result of WSI’s services, Elreg Distributers went from an almost non-existent Web presence to receiving an average of 8-10 new leads or sales opportunities each day. Traditionally, the company only distributed throughout North America, but now gains clients from all over the world as a result of WSI’s search engine marketing. The website has become a significant revenue source with each month’s sales from website inquiries exceeding the previous months’. Since implementing their search engine optimization strategy nearly a year ago, their visitor traffic has more than tripled and now there are thousands of unique visitors each month. WSI Consultant: Jason Gervais Denise Gervais Ontario, Canada “ “ Testimonial: We knew that our website was dated and needed a major overhaul ... WSI truly wanted to present to us with an ongoing strategy that would help us increase our sales for years to come ... What a terrific experience! WSI listened and responded instanta- neously to recommendations that were made along the way. They continually presented innovative ideas to make the site more effective ... Most would think that the job was done at this point. Quite the contrary! WSI immediately started presenting ways to optimize and make our site more effective by ensuring potential clients were finding us. This has been an ongoing process ever since the site was launched three months ago. WSI continually tweaks our site, develops landing pages and looks for ways to ensure we are increas- ing our sales. It’s like having another sales agent working for you – actually better. Joe Zundl President, Elreg Distributors
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  48. 48. 51 Health and Fitness Answer is Fitness Search Engine Optimization Pay Per Click www.answerisfitness.com Challenges and Goals: Answer is Fitness was looking to generate more leads and had an outdated site that was done 100% in Flash. Their numerous direct mail efforts were not generating the leads needed to be able to fund the opening of a second club. Together,we specified a new site heavily focusing on the look and feel and the calls to action that we felt they needed to have. The objective was to develop a professional looking Web solution that would take advantage of search traffic and become the primary source of generating leads. The Solution: WSI’s focus was on personal training and weight loss prospects.We chose the WSI Business Edge platform because of the ability to create a modular look we felt was needed in order to emphasize Conversion Architecture. It’s a simple site with a slideshow Flash module on the home page,numerous call-to-action links,and information resources on fitness,staying healthy,weight loss and personal training. The services WSI provided included graphic design,website development,content writing,page layout,Web SEO,analytics,and paid search through WSI Local AdWorks. Results: The owner, staff and customers of Answer is Fitness all love the new site. Answer is Fitness is now on page 1 of Google for more than 10 key search terms in the 3 towns that make up their target market. The combined efforts of search engine optimization and WSI Local AdWorks generated 70 new membership prospects in the first 25 days after launch, 32 of which have become members so far. They expect their closing rate to be greater than 80% on these leads. Testimonial: This is exactly the site that I would want if I could have described it. How is it that not everybody is focusing on Internet marketing? The results are just incredible! - David Dos Santos Owner, Answer is Fitness WSI Consultant: Joseph Coupal Massachusetts, USA
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  50. 50. 53 Event Venue Corrine’s Banquet Hall Search Engine Optimization www.corinnesbanquets.com Challenges and Goals: Corinne’s Banquet Hall knew that 50% of their current leads came through their existing website.They were convinced that if they could show up on page one of Google for service related terms in surrounding geographic areas,they would see a huge increase in business. The Solution: WSI provided SEO which included key word research,competitive analysis,page creation and modification of the existing site,on-page optimization,meta tag changes and wrote new content.The objectives were first to get the client on page one of Google and Yahoo! for 20 different geocentric terms.The second objective,which is just as important, was to generate traffic for their targeted market segments. For the analysis,we used Wordtracker.com,WSI Local Adworks traffic estimator tool and Quintura.com. Results: As a result of our efforts, Corrine’s Banquet Hall is now on page one in Google for more than 20 geocentric terms for Pawtucket and Providence, RI and Attleboro, MA which were the prime targeted areas. They loved the new look of the Home page and the Live Entertainment and Seated Dinner pages. More importantly, they were truly amazed that the site was on page one of Google for so many different terms. Immediately they noticed a significant increase in calls and a boost in business. This level of satisfaction resulted in a new 6-month deal for SEO and an email marketing campaign. Testimonial: I had heard these types of results were possible but I had no idea how to do it or who could do it. Jarrod Ilkowitz Operations Manager/Partner, Corinne’s Banquets WSI Consultant: Joseph Coupal Massachusetts, USA
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  52. 52. 55 Transportation Charter Bus GTours Search Engine Optimization www.gtours.info Challenges and Goals: GTours is a charter bus company that provides services in the state of Texas, mainly, Austin and San Antonio, expanding to southern Texas (Brownsville, McAllen and Harlingen) and Houston. They were not showing in the first 50 positions in Google, Yahoo! or MSN. Most of their marketing and customers are online and reachable via – organic searches. GTours wanted to appear on top of search engines targeting locations such as San Antonio and Austin, Texas to capture that market. The Solution: We not only positioned GTours in the first page of major search engines for San Antonio and Austin but also positioned the company in the first place for cities such as McAllen, Brownsville and Harlingen within 1 month. WSI provided SEO and is in the process of upgrading the SEO and moving on to Social Media Optimization (SMO) too. Results: The client was able to double their sales in 3 months to the extent that he had to buy another bus to keep up with the growing demand. GTours was so satisfied that they want to increase spending and start an SMO campaign. They also want to target cities such as Houston and Dallas-Fort Worth and expect that with this strategy they will be able to eliminate seasonality for summer and winter when it is the lowest for their service in South and Central Texas. WSI measured the results using Google Analytics and information received from customers. Testimonial: My company received 75% of its business from brokers. Depending on brokers made my business vulnerable because if brokers decided to work with other companies I would be out of business very fast. I learned that brokers received more than 85% from search engines. This is when WSI approached me and we decided to go give it a try. We proved this decision to be the best we have ever made in our business. Now we still receive the same amount of business from brokers but their participation in our revenue decreased from 75% to 34%. We will continue to invest our marketing budget with WSI and plan to upgrade our SEO and add SMO in our strategy. WSI Consultant: Jesus Monroy Texas, USA “ “
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  54. 54. 57 Security Services Overton Security Search Engine Optimization Pay Per Click www.overtonsecurity.com Challenges and Goals: Overton was going through many significant changes for the past 12 months. They had changed their business name and were busy expanding into other markets. They had put together a new website with the new name using FrontPage. It was done very quickly and they soon found out that it was inadequate for the new brand they wanted to build. They were looking for a brand new professional website that they could be proud of and compete with the larger security companies in the market. They originally contacted WSI to just build a new website. But as we presented Internet Marketing Systems, they were intrigued by the concept of marketing using search engines on the Internet The Solution: The Internet Marketing System Gold Package was the ideal solution. WSI provided the client with a brand new website using WSI Business Edge, in addition to search engine optimization services for 10 key phrases, a pay-per-click campaign for $1000 per month on Google and Yahoo! Their main goal with the new website is not only to present a more professional look but also highlight their main lines of business. Their home page clearly showcases their 3 main services. Results: Overton Security is now a strong believer of Internet Marketing Systems. It has only been about 6 months but their PPC/SEO campaigns have already resulted in several major deals with enough profit to cover the entire 15-month campaign cost several times. Their SEO campaign has put them at the top of Google and Yahoo! for several key phrases. Testimonial: WSI guided us through the entire process of website design, development and Internet marketing. We launched our new site in March of 2008 and initi- ated SEO and PPC to generate traffic to the site. To date, the campaigns have led to very positive outcomes. PPC is generating plenty of clicks and we are getting substantial leads. SEO has posi- tioned us at the top of the first pages of Yahoo! and Google. We have already closed several major accounts which have more than paid for the website and the cost of Internet marketing. WSI continues to meet with us monthly, helping us makes careful adjustments that ensure that we con- tinue to get calls and inquiries. The WSI team has been invaluable, proving to us that Internet marketing can work effectively for Overton Secu- rity. It has become a very significant part of our overall marketing strategy. Frank DiMeco Marketing Director, Overton Security WSI Consultant: Jason Yi California, USA “ “
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  56. 56. 59 Restaurant Chain Subway Sandwiches KSA Conversion www.subway-ksa.com Challenges and Goals: The objective was to create a friendly website that is appealing to young customers and can be easily maintained and updated by the owner.Subway Sandwiches KSA was looking for a friendly content management system that could be fully controlled by a non technical staff. They also had two target audiences in mind: » Subway customers from the public (mainly school aged students and health conscious middle aged customers) » potential Subway franchisees. First,WSI analyzed the client’s profile to assess their business.Being a franchisee, Subway Sandwiches operated like a typical SMB,so the challenges and objectives were no stranger to WSI.WSI determined that awareness needed to be created and a presentable Internet presence had to be developed.They also needed a site that required limited resources to market and maintain. The Solution: WSI provided a WSI Business Edge solution as this platform covers all Subway Sandwiches’ basic needs and has a friendly interface, and is convenient and scalable.The website is simple yet has all the content they need. Business Edge modules are versatile and customizable,so they met every aspect and requirements without the need for any special customization or complex functionality.They received approval for the website from the franchisor,which clearly indicated that the website was meeting international standards. Results: Right now the word of mouth is very positive about the website, which means that it has a good user appeal. Testimonial: Great job! We made the right choice by working with WSI. Stand by for referrals from us. Fawaz Bahian Support Services Manager, Subway KSA WSI Consultant: Mohammed El-Sawah Saudi Arabia
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  58. 58. 61 Used Auto Parts Everdrive Pay Per Click www.everdrive.com Challenges and Goals: Everdrive has an eCommerce site selling nearly a million different SKUs of used auto parts.Essentially,they are an online sales agent for auto junk yards across the country. Their issue was they were not meeting their full online sales potential.They needed to increase sales while managing marketing costs. The Solution: We evaluated their current PPC activity,made changes to their campaigns,conducted usability studies on the website,executed a SEO campaign,evaluated metrics,etc.As for Internet marketing,WSI provided consulting services,PPC,SEO,Conversion Architecture and analytics consulting. Results: When we started working with Everdrive they were selling $70,000 per month online. In the most recent three months, their sales have averaged $1,037,000. WSI published a weekly report of several metrics including unit sales and dollar sales. The sales data comes from the client. Testimonial: Partners like WSI have been instru- mental in making Everdrive a success. WSI and their team have worked closely with us to achieve our online sales goals. - WSI Consultant: Neal Lappe Virginia, USA
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  60. 60. 63 Affordable Residential Moving Services Pack and Ride Pay Per Click www.PackandRide.com Challenges and Goals: Pack and Ride provides affordable residential moving services throughout the United States. They started this business in 2005 and WSI has worked with them from the start. They were a start up company needing to grow, succeed and increase their online quotes so their inside sales team could close sales faster. The Solution: WSI built and continued to improve their website. We also set up their PPC campaigns and have been managing them strategically. We conducted usability studies on the website and executed a SEO campaign. WSI provided consulting services, PPC, SEO, Conversion Architecture, analytics consulting and website development. Results: The client opened the business doing $0 in sales. They now get more than 5,000 quotes per month and sell a little over $500,000 per month. WSI publishes monthly reports of several metrics including online quotes, unit sales and dollar sales. The sales data comes from the client. Testimonial: We were a startup company looking for a very extensive website. After diligently shopping the market, we decided on WSI. We did not mind spending extra money because we knew we were forming a partnership. Our decision to go with WSI was one of the best decisions we have made. We received a professional and intricate website along with invaluable ongoing marketing services. The WSI people have handled our account in a timely and professional manner throughout the process. We will continue to give WSI additional business and look forward to continuing our mutually beneficial partnership. WSI Consultant: Neal Lappe Virginia, USA “ “
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  62. 62. 65 Print 2m2u Search Engine Optimization www.2m2u.co.uk Challenges and Goals: 2m2u is a Web trading arm of 2mprint Ltd. specializing in sales of printed calendars and photo books. 2m2u already have a system in place that they use for taking orders, and worked with a Web developer to change their home page according to their email marketing and mail shots. The aim of 2m2u was to increase brand awareness and to sell, sell, sell. 2m2u generally only print for UK customers, although long-term this could change when they have a shipping system in place for overseas customers. The Solution: WSI in conjunction with a partner in the WSI network started work immediately and exceeded the client’s expectations by turning the project around overnight. They overcame every obstacle in order to launch the site. Results: 2m2u started then to use the efforts of WSI to design more SEO-friendly Web pages. The Web pages have all been built with key words and meta tags in place and links have been created too. They also combined this with a pay-per-click campaign, achieving an average of 14.86% click-through rate! In a short span of time, the website has become more visible on the search engines. In fact, 90.44% of their visitors find them through the search engines currently. This has led to a large increase in sales for 2m2u. They are very happy with WSI’s services. Testimonial: ...WSI have been invaluable to my business www.2m2u.co.uk during the last few weeks. They have insured we had our new website up and running on time to match our marketing campaign we were in the process of rolling out. WSI have put their skills and efforts into making the difficult situation a more manageable one, something I am most grateful for. I will be trying to secure WSI more business whenever I can. I will be recommending their services most highly. Mark Hipperson 2M Print Ltd. WSI Consultant: Tracy Spence Northamptonshire, UK Warren Thorp Norwich, UK “ “
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  64. 64. 67 Public Speaker Mo Shapiro Search Engine Optimization www.Inform-Global.com Challenges and Goals: As a public speaker and impersonator, the way to get work of this kind is normally through an agent. The agency would normally take a rather heavy cut, meaning her profits were greatly reduced. Her aim was to reduce these costs. Her website was hard to update, her online shop rarely sold anything (maybe 1 or 2 books a year) and she did not feel she got the support she wanted from her London based web company. Spam emails were also a big issue for her. The Solution: We created a Joomla based website which included a virtue mart shop. This was far easier to manage than her previous site. It also enabled her to add a video to show exactly what she does. It’s a great looking site with good functionality. This is also hosted with WSI and we monitor the spam. We also created a screenshot by screen shot PowerPoint Presentation user manual with links from the intro page to the pages she would use to ensure she can completely manage her website. We researched keywords, included an XML sitemap which we uploaded to Google, added her to Google Local; we made her name the main focus, rather than other words. We are also about to create a YouTube page to help“show her off”. Results: The client has taken her first order on her website for a very niche book. She has been invited to present in two places outside of the UK already. Shapiro receives positive comments about the look and feel of her website. The client can easily manage her own website saving her money and reducing her monthly hosting costs. There has been a significant reduction in spam emails. The client is now on the first page of Google for her name with her website rankings. Testimonial: WSI is a company that truly represents the can-do approach to websites. [My Consultant] clearly knows her way around the Internet and combines a professional, knowledgeable approach with an excellent understanding of the complexities of the Internet to the web- site novice. She has created a website that we can easily navigate and change whenever we want to. She made us feel as though we were her only clients and nothing was too much to ask. Her approach is one that combines humour with lots of creativity in the construction of the clean, accessible website that we wanted. It has been a pleasure to work alongside WSI and we look forward to a long-term and successful relationship with her. Mo Shapiro WSI Consultant: Tracy Spence Northamptonshire, UK “ “
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  66. 66. 69 Health, Beauty Wellness Aesthetic Solutions Search Engine Optimization, mail Marketing and Web Analytics www.Aesthetic-Solutions.biz Challenges and Goals: Before WSI, Aesthetic Solutions had the following challenges: » Had a website but it was not found online » Were not able to easily update their website » Website didn’t reflect a professional image The objective of this project was to develop a website that focuses on how to communicate Aesthetic Solutions’offering to their end customers. Their previous website didn’t have a clear organization of information. In the first page, it didn’t even mention the purpose of their business. We discussed that there is a lot room for improvement and they liked the idea of measuring the results to adjust plans accordingly. The Solution: WSI provided a solution using the Online Business Solution (OBS) platform with an additional email marketing module. WSI also used Google Analytics and the OBS Live Stats to track visitors. Internet marketing highlights: » Search engine optimization: Develop new and high quality content to include more keywords » Email marketing: The system includes an email marketing tool so the client can send newsletters to customers » Web analytics: Regular reports are presented, analyzed and based on them, enhancements are made Results: The site was launched on May 2, 2008. After some SEO work, it took less than one week for the site to appear on the first page of Google Canada for several product related keywords like: » Medical spa equipment Toronto » Medical spa equipment Canada » Non surgical lifting Canada » Lymphatic Drainage equipment Canada » Breast firming equipment Canada They have 4 products in inventory, plus another 6 that can be sold by order. All of them are highly specialized pieces of medical equipment and the purpose of the site is to generate qualified leads for the sales team. Aesthetic Solutions is very happy that the website is supporting the sales team by providing the right information about the products and they will be monitoring the site as a lead generator tool. Testimonial: Before WSI, my website couldn’t be found in Google. WSI redesigned the way we present the information on the site so visitors can understand our busi- ness. What impressed me the most was after just one week of launching our new WSI Marketing System, we ranked in very good positions on Google. Ange Kanavas President CEO, Aesthetic Solutions WSI Consultant: Victor Castellanos Ontario, Canada “ “
  67. 67. 70 This shows the amount of visits to the site in comparison with the searches for the words. The clickthrough rate (CTR) is over 3% meaning that for each 100 people that search for a specific word more than 3 searches go to the Johnson equipment website.
  68. 68. 71 Equipment Manufacturer Johnson Equipment Pay Per Click www.johnsonequipment.com.mx Challenges and Goals: Johnson Equipment Company started with a basic Web page and some salesmen distributed within the country, but they needed a way to effectively promote their new operations in Mexico. The main objectives were to start with a basic website, a sales force and a promotional campaign to be the motor of the promotional strategy in Mexico. WSI’s goal was to help Johnson Equipment with an integrated strategy to help the company promote their products within the Mexican market and to achieve a good return on investment. The Solution: WSI provided the client with a basic Web solution to start the roll out of this strategy. The solution was designed according to the corporate image and their products, while showing concordance with the products of their home office plant in the United States. WSI delivered a solution using the Small Business Express. At the time, WSI’s goal was to start with two Internet marketing campaigns for their two mail products, loading docks and industrial ventilators. For this, we started two pay-per-click campaigns with Google. Results: After the site was launched, WSI started the PPC campaign. Three months after the first campaign was started, WSI launched the second one. The client worked with WSI throughout the project with ideas and value added inputs. When WSI delivered the final project, the client was excited with the end results. WSI greatly surpassed their original expectations. The project for the client produced excellent results within the first month, and now they are growing with a larger sales force. In the month of June 2009, the customer received a total of 2,247 visits to their website (420 for campaign #1 and 1,827 for campaign #2) – in only one month! Testimonial: We have maintained two PPC cam- paigns with WSI, and I feel very happy when I ask a customer on the phone ‘How did you find about us?’ and they respond with ‘I Googled “levelers” and found you’. We have been able to participate and win important projects through this. I strongly believe our potential customers will use the Internet more and more to find quality suppliers. Marco Dávila Sales Manager / Mexico Northeast Region Johnson Equipment Company WSI Consultant: Alberto Ferreiro Nuevo Leon, Mexico “ “
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  70. 70. 73 Challenges and Goals: When WSI initially met Skyline Whitespace, they wanted some advice on how to market their business online and get ahead of their competitors who were at the top of the search engine results at the time.WSI identified that the best way to do that was to create a new website that was more search engine friendly and to make sure that it was optimized correctly for the search terms the client wanted to compete for. Skyline Whitespace wanted a“showcase site” that would not only look good and display the many variations of display products that they create,but also one that would reach the top of the search results and enable them to increase the online visibility of the business.They also wanted to be able to update the site themselves which they had not previously been able to do. The Solution: WSI chose to provide a WSI Business Edge solution due to its modular platform,which enabled WSI to add the appropriate modules to achieve the functionality required,and also to achieve a very high-end looking solution.For Skyline Whitespace in their exhibition display industry,image is extremely important and they were therefore very particular about the design and implementation of their solution.They were overall very satisfied with WSI’s creativity.In order to help with the marketing of the site, WSI also incorporated some content pages and these pages are already bringing traffic to the site. Results: The new www.skylinewhitespace.com website reflects the sleek and professional image of Skyline Whitespace and conveys their exceptional exhibition services and portfolio of past projects in an organized and attractive manner. Their reaction has been very positive with internal staff and other Skyline subsidiaries showing enthusiasm and interest in the new UK site. They are already seeing improved traffic, conversion rates and search engine results and are receiving increased management information from WSI’s Web analytics service. WSI Consultant: David Duncan Surrey, UK Exhibition Displays Skyline Whitespace Website Design and Search Engine Optimization www.skylinewhitespace.com
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  72. 72. 75 Challenges and Goals: Prior to WSI,the bank was not able to easily update the content on their website.They felt this was hindering their ability to offer current information about the bank and their site was both becoming stale and not keeping up with current branding and marketing efforts.They also had no idea what the activity on their site was,who was visiting,how they were being found and had come to the decision that their website was a“necessary evil”in the course of doing business. The primary objective was to build a solution that enabled their marketing department to keep the site current with fresh and helpful information for their customers and visitors. They also wanted to get a better handle on what visitors were doing on their site,and recognize trends in site activity. The Solution: WSI redesigned a new site for Heartland Bank using the integrated Internet marketing platform,WSI eFusion for ease of use and ongoing management.The bank’s new site embraces their own“main focus”on the home page to help visitors dig deeper into the site. The client opted for a very cutting edge, graphical interface with four call-to-action items in a Flash-based navigation feature.The site also incorporates a financial calculator package to further engage visitors with interactivity.Heartland Bank is also planning on incorporating online account opening services to open deposit accounts online. Results: Heartland Bank is very excited to be using their new site platform and being able to update content whenever (and wherever) they want. Since the site is newly launched (within the last month), WSI is still tracking activity on the site and seeing positive trends and customer comments. WSI Consultant: Eric Cook Michigan, USA Finance Heartland Bank Website Design www.heartlandbank.com
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  74. 74. 77 Challenges and Goals: Joya del Pacifico was looking for investors to invest in their different real estate projects, such as condominiums and marina projects. In addition,the client wanted to increase their club memberships by using more effective marketing techniques. The objectives of the project in order of importance were: » Sell land » Increase memberships of the club » Sell beach houses » Sell apartments » Sell shareholder club memberships » Increase the events of the club » Have an Internet online booking system for the club The Solution: WSI chose to develop this solution using WSI Business Edge because the platform can be customized in almost every way,and WSI was able to tailor the look and feel of the platform for this project. After the website was launched, WSI conducted a PPC campaign for Joya del Pacifico to increase website traffic. We also launched 12 ads directly leading to the different projects Joya del Pacifico was working on. In addition to these search marketing strategies, WSI launched an email marketing campaign for Joya del Pacifico that we manage for lead generation purposes every month. We also conduct other campaigns weekly to the club members with special promotions and discounts to drive more foot traffic to the client’s business. Results: As a result of WSI’s PPC campaign, Joya del Pacifico’s website went from receiving 4 visits daily to 40-50 targeted website visits daily. In combination with WSI’s SEO efforts, the new site receives about 75-90 visits per day in total. Joya del Pacifico is very happy with the new website, but most importantly, they are thrilled that WSI generates about 20-25 prospects for them on a monthly basis, strictly from the Web. WSI Consultant: Edgar Sandoval La Libertad, El Salvador Real Estate Joya del Pacifico Search Engine Optimization and Paid Search Marketing http://www.joyadelpacifico.com/
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  76. 76. 79 Community Center Special Needs Family Center Web Design and Email Marketing www.snfgroup.com Challenges and Goals: Before WSI, Special Needs Family Center had an inaccessible website with very poor design, bad structure, etc. It was a home- made website, so they needed to have a professional online presence created for them from scratch. The Solution: WSI’s Internet marketing plan included an advanced content management system, high-end creative design, interactive games, donation system, mailing list management system, email marketing template, volunteers’application module, and event gallery and registration solution. For this project, WSI chose the Voloper OBS (Online Business Solution) as the base platform for this client. Also the in house work has been done to complete the final delivery of design, marketing, etc. We ended up having a nice and easy to use website for this organization. They love it, their volunteers loved it, and the special needs kids are using it with no issues. It was not very complex; however it is very functional and usable. Results: The results have been great. The site has been awarded a Princess Haya Award for the Outstanding Special Education Website in April 2009. The client was very happy with the results and they appreciated our assistance to make the site a success online. Testimonial: Words cannot express the joy I felt when the announcement was made that SNF had won the Best Website award. I am so thankful that SNF has such a great band of dedicated Volunteers like WSI, who have given so much of your time and talent to make this award pos- sible. Thank you and your team for all the effort that you put in to create the SNF website and I wish you success in all your endeavors, big or small, in the future. Safia Bari SNF Director WSI Consultant: Husam Jandal Dubai, UAE “ “
  77. 77. 80 Testimonial: Working with WSI has been an incredible experience. With their thorough understanding of effective Internet marketing systems, they were able to help our firm increase our return on investment drastically. I am so impressed with the hard work, dedication and results-driven nature of WSI Lisa Tierney Margolis Company P.C. “ “
  78. 78. 81 Finance Marcum Group (Margolis Co. P.C.) Pay Per Click www.marg.com Challenges and Goals: Margolis Co. P.C. wanted to build an online marketing campaign specifically geared towards attorneys and business owners who were looking for timely, cost effective business valuation services. The ongoing campaign began in March of 2007 and was geared towards measuring return on investment rather than building brand awareness for the firm’s business valuation practice. The Solution: » Set up AdWords campaigns with major search engines Google, Yahoo!, Ask, and AOL whereby several search phrases such as “business valuation expert, Philadelphia”in various combinations appear at the top right column of the first results page. » Create a website landing page for the campaign so that visitors who enter the site through the campaign landing page can be tracked for page visits, time spent on the site, and what files were downloaded. » Create a unique phone line that rings directly into the Marketing Director’s office and use caller ID to identify all callers from the pay-per-click campaign. When this line rings, the Marketing Director becomes the business developer and handles these calls herself. Results: The campaign has been so successful that the firm is continuing it indefinitely. Measurements from the start of the campaign on March 1, 2007 to March 31, 2008 include: » 1,058 visitors coming into the firm’s website from the campaign’s landing page. » 2,189 page views of the landing page. Behind the home page, the campaign landing page was the second most viewed page on the firm’s overall website during those 13 months. » 152 phone calls to the unique phone number on the landing page that went directly into the Marketing Director’s office. » Revenue generated from signed engagements: $ 26,741, a return on investment of 611%. » Average cost to secure an engagement: $ 179 » 18 prospects currently in the pipeline for estimated additional fees of $ 50,000. » The two downloadable curriculum vitas of the business valuation team that are linked to the landing page, CV-GLUSMAN.pdf and CV-BARBAGALLO.pdf, were downloaded a combined 650 times. Glusman was the 3rd most popular download from the firm’s overall website for those 13 months and Barbagallo was the 6th most popular download from the overall website. » The landing page was viewed an average of 4 minutes and 32 seconds a visit. » Other work opportunities have been identified as a result of the initial communication with prospects and at least one attorney has returned to Margolis Co. with repeat business. WSI Consultant: Nancy Vinkler Pennsylvania, USA
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  80. 80. 83 Food Tasty Bite Web Design and Email Marketing www.tastybite.com.au Challenges and Goals: Tasty Bite manufactures and sells ready-to- eat Asian food, mainly Indian and Thai. They sell it in main supermarket chains. When WSI met the client the first time, they were not ready to invest in a Web solution yet. However, WSI continued to keep in touch with them, and two years later, when they were ready for a solution, they turned to WSI. The main challenge the client had was defining a system to leverage the large amount of clients who purchase their products on a regular basis. Their clients buy their products but remain anonymous, so they did not have any communication with them after the purchases. The Solution: WSI delivered a solution using the robust Internet marketing platform, WSI eFusion. This clean and easy-to-navigate website has a good design with detailed information about the client’s products. It also features their promotions and the ability to subscribe to their mailing list to receive recipes and discounts. Aside from the website development, WSI also provides the client with occasional advice on Internet marketing best practices. After the site was launched, Tasty Bite started a contest to win a trip for two to India. Purchasers had to send them the barcode of the products they bought to enter the competition. The website provided information and support for this program. This contest was used to build a mailing list through the website allowing the client to maintain extensive communication with their customers using the integrated email marketing system. Results: With their new website, the client was able to get more leads and practice better communication with existing clients. WSI provided the client with a professional Web solution, which they are very happy with. WSI and the client are currently in discussions regarding ongoing enhancements to the website and starting an Internet marketing strategy in the near future. WSI Consultant: Yaron Berkowitz Victoria, Australia Testimonial: The website is a great success. We were able to communicate directly with our clients and prospects and promote our products effectively. WSI eFusion is a great and user-friendly system. We are happy to recommend WSI’s products and services to new prospects or clients. The website has been wonderful for our business and I want to thank you again for your persistence and patience. Vasant Manoharan National Business Manager, Preferred Brands Australia “ “
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  82. 82. 85 Auto Dealer White Plains Chrysler Jeep Dodge Search Engine Optimization www.whiteplainschrysler.com Challenges and Goals: White Plains Chrysler Jeep Dodge is an established car dealership in downtown White Plains, New York. The New York metro area is highly competitive and newspaper advertising continues to lose its effectiveness. The ultimate goal is to drive prospective customers into the showroom. The Solution: We decided we needed to increase the website in the search results rankings, increase and measure traffic. We recognized that a custom solution was required to achieve this. We rolled out an SEO program to include extra key words and pages with the support of WSI Search Results. In addition to SEO, we provided a concise executive report which included insights as well as some basic data. Results: Visits in June 2008 increased to 3327 from 838 in August 2009. » Unique visits in June 2008 were 2348 compared to 609 in August 2009 » Total page views in June 2008 10,652 compared to 3145 in August 2009 » Nine targeted key words that were not on page one in August 2009 are now on page 1. In May 2009, when Chrysler closed about 25% of its dealerships, White Plains Chrysler Jeep Dodge remained open for business. In June 2009, when the client purchased a Hyundai dealership, WSI was hired to do the SEO as well as PPC. WSI measured the results using analytics and ranker reports provided by WSI Search Results. WSI Consultant: Rob Shapiro New York, USA
  83. 83. CC                                                     IImmpp WW CCoonn prroovvee WWhhiill nnvvee ee  YYoo llee  RRee eerrssiio ouurr  OO eedduucc oonn OOnnlliinn cciinngg WS Pre Con AArrc nnee  PPee YYoouu SI White Pa epared by: nversion A cchhiit eerrffoo uurr  SSpp aper : Doug Sch Architectur tteecc rrmmaa ppeenndd hust   re Expert, W ccttuurr annccee dd   WSI  rree::
  84. 84. CCoonnvveerrssiioonn  AArrcchhiitteeccttuurree::   IImmpprroovvee  YYoouurr  OOnnlliinnee  PPeerrffoorrmmaannccee  WWhhiillee  RReedduucciinngg  YYoouurr  MMaarrkkeettiinngg  SSppeenndd     Copyright © 2009 by Research and Management. All rights reserved.  Page 2 of 12    IInnttrroodduuccttiioonn Research has shown a major difference in conversion and return on investment between companies  that test their online communications and those who don’t.  So why doesn’t every online business have a regular testing program?  The fact is that many businesses and marketers are confused about where to begin, and how. Some that  do test don’t do it often enough, or are not sure how to interpret the results.  With so many potential areas to test, including home page, landing pages, pay‐per‐click ads, emails and  now the influence of social media, marketers need to know:  • Which tests provide the biggest potential return on investment  • How to structure tests for consistency and accuracy  • How to continue improving test results and duplicate success  First of all you need a solid benchmarking framework for basic online testing that enables you to realize  significant gains in conversion and revenue.  We hope this overview helps your business and if you have not yet implemented a formal program as  well as those looking for higher conversions, we recommend a WSI Benchmarking Program to guide and  improve your efforts. Please contact a WSI Marketing Consultant today!  There is only one key thought process you need to act on to increase your online conversion rate and  that is simply Test, Test and Test.    Within that testing there are 4 key areas you need to understand to increase your online conversion and  reduce your overall cost per lead.    ‐ Ask The Right Questions  ‐ Measure The Right Items  ‐ Perform The Right Tests  ‐ Analyze  Make Adjustments Based On Results    These tests will give you a better understanding of: your customer profiles, their online behavior  patterns and what drives them to take action.         
  85. 85. CCoonnvveerrssiioonn  AArrcchhiitteeccttuurree::   IImmpprroovvee  YYoouurr  OOnnlliinnee  PPeerrffoorrmmaannccee  WWhhiillee  RReedduucciinngg  YYoouurr  MMaarrkkeettiinngg  SSppeenndd     Copyright © 2009 by Research and Management. All rights reserved.  Page 3 of 12    IItt  AAllll  BBeeggiinnss  WWiitthh  TTeessttiinngg  TToo  EEssttaabblliisshh  BBeenncchhmmaarrkkss::     At WSI, we apply the concept of “benchmarking” to our testing process.  What do we mean by benchmarking? A testing process that is useful, practical, and delivers predicable  results that you can carry forward into a successful marketing program.  The benchmark results of our online testing process are directly related to five key elements.  This formula was created by MarketingExperiments and is the basis for online conversion today.  Wherein:   u = Utility   q = Research Question   t = Treatment  m = Metric System  v = Validity Factor  i = Interpretation  In other words, ask the right question, measure the right thing, perform the right test, and learn from  the results.  We recommend that businesses interested in establishing a strong online presence use the WSI  Benchmarking Program and incorporate these elements into your online strategies.  There are 3 main areas that need to be tested, home page, landing page, email and the impact of social  media. Using these testing techniques you can see what influences a client or potential client when they  connect with you online. 

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