LURING AND LANDING
QUALIFIED LEADS

Client Story

Serving as a destination for thought leadership and insights, a new website designed and built by Symmetri functions as the heart of WittKieffer’s new Quality of Life Ecosystem — a unique locus of authority at the intersection of healthcare delivery, science and education. But a great website is only as effective as the volume and quality of its visitors. WittKieffer needed a comprehensive SEM optimization strategy to maximize qualified lead volume.

Our audit found that WittKieffer’s paid search architecture was not effectively channel-focused. Disparate keywords were pooled together, and bidding approaches were suboptimal. With no negative-match keywords in place, a lot of SEM spending was wasted. And the existing site content had been created by third-party writers with no SEO experience.

Symmetri established campaigns organized by product line and based on our analysis of the highest-performing keywords. We also eliminated all underperforming keywords and added negative-match keywords to maximize return on SEM investment. We rewrote ad copy based on messaging with the highest pull-though, and aligned ads with corresponding landing-page copy. And we optimized all of the site’s metadata and on-page keywords.

In the first month, page traffic increased by more than 35%, and page session time increased by 25%. Lead volume increased by 90%, helping WittKieffer land four new partners. Since that first month, leads have continued to steadily increase due to our ongoing optimization efforts, even as the cost per lead has decreased by almost 40%.