Table of Contents
Introduction:
Trivitron is India’s leading medical technology company that offers affordable healthcare solutions to hospitals, independent clinics and laboratories, extended care facilities, renal care centres and other associated service providers. They consider ‘Quality Healthcare’ a fundamental right and their vision is to make it accessible to everyone.
Their dream would only come to fruition if they take advantage of the massive internet penetration in the 180 countries they operate in. There was a gap between the brand and brand recognition when it came to creating whitespace opportunities. The goal that Pixel Studios was tasked with was to increase the website visibility & hence traffic by the end of the year.
Challenges:
Clichéd website aesthetic:
The site aesthetic followed old school style of large text boxes, big fonts to emphasise points, and the image files were heavy and outdated.
Low Website traffic:
The initial website traffic was at 6149 when we began the website renovation process. This was a low number for such a reputed brand since much of their client interactions were offline.
Lack of on-page SEO
The website copy was lacking in relevant keywords that would attract organic traffic. This prevented the site from ranking better in the search engine ranking pages and subsequent access to it.
Unstructured Content
The purpose of increasing traffic is to increase conversions. Less attention was paid to the structure of the website content, which reduced the time spent on the site by visitors.
Lack of online leads
There were next to no leads from their online presence. Brand exposure on a global scale was minimal, preventing them from taking advantage of new markets.
Solutions
Redefined site aesthetics
There were several fixed elements on the page. We added value to them by making them clickable and more accessible, effectively using them as part of site navigation. The large text boxes and big fonts were removed and replaced with more readable text passages. Relief was provided in font selection and colour with size a secondary factor. The images were optimised to avoid first fold for mobile views. The size was also reduced while retaining clarity.
Aligned site to Google algorithm requirements
The website was optimised to best meet the standards set by the Google algorithm. This ensured that the site listed high in the SERP rankings. Higher ranking meant more traffic being directed into the site. The modifications included optimising the site performance for mobile and other handheld devices. The site was thoroughly checked for security issues, duplicate, and redundant content, etc. This also improved the page loading speed. The site was scoured for spam and broken backlinks which were promptly removed, adding to the site’s credibility.
Implementing on-page SEO
The website copy was populated with relevant keywords that reflected the word usage of the target audience in each customer country. It included a mix of brand keywords and nonbrand keywords that were based on search volume, were product-specific, and used by the competition. The long-tail keywords were exclusively directed at improving the page accessibility to new customers in the healthcare industry.
Structured data implementation
The product catalogue was reviewed and revised to best highlight the features of the products. The same as uploaded in a uniform format on the website such that all product displays share the same template. The structure provided clarity to the visitors, boosting engagement and conversions. The Meta tags and XML sitemaps were updated to remove deleted products and include new additions to the catalogue.
360 Degree Digital Marketing
Social media campaigns were run on LinkedIn, FB, Instagram and Twitter, after identifying them as the platforms where their customer base is most active. The platforms will connect them with both B2C and B2B customers. The Social media activities included well-rounded SEO, Blogging, Content Creation & Marketing, Videos, and Paid marketing. This will give the global audience access to the brand and generate viable leads from new markets.
Results Delivered
At the end of the year, 80% of the keywords appeared on the top pages. The website speed saw an increase of 40%. The traffic to the website increased by 150% and the lead generated saw an increase of over 32%.
Conclusion:
Pixel Studios engagement with clients is specific to their goals, both short term & long term. The process intricately includes three components, understanding client’s businesses, customers behaviour & competitors activities to arrive at an optimal strategy of bringing ROI driven results through digital marketing. Pixel Studios is one of India’s leading digital marketing service provider that brings business impact using digital design & technologies. Need to discuss your goals, get in touch with our experts.
