Port of Call

About The Client

Port of Call is an addiction support service that provides practical assistance to people who are concerned about their relationship with alcohol or drugs, or anyone who is helping someone who has an addiction. The Port of Call team is made up of people in recovery and professionals who are trained in addictions counselling. Their network of addiction treatment specialists means that they are able to help those in need to navigate the full range of treatment options that are available, ensuring they can always offer the right help at the right time.

“In our industry, the cost per click for keywords is astronomical. KW Digital ensure our PPC campaigns always perform to a high level.”

Martin Preston - Founder

Project Brief

Addiction support specialists Port of Call came to us as an ambitious start-up that required extensive cradle to grave digital marketing support. That entailed a brand new website, which required extensive project management from the concept stages, through to the technical build, creation of optimised and crawlable content, and ongoing website management.

Furthermore, we were called upon to oversee the ongoing content creation, and necessary SEO techniques, to position Port of Call as an authoritative voice within a congested market of addiction support services. We were also required to set-up and manage a paid search (PPC) campaign that would maximise the budget spend by competing for attainable keyword search terms. Plus, we were tasked with looking after Port of Call’s social media to boost their social referral and online standing.

At a glance...

Analytics
Content
PPC
SEO
Strategy
Training
Website

Solution

As part of the complete website build for Port of Call, we carried out extensive keyword research and competitor analysis before laying the technical foundations that resulted in a distinctive new user-friendly website that would give weight to Port of Call’s ambitions to capture a share of the market. By developing a targeted keyword strategy and content plan, we were then able to create ongoing unique content to establish high Google rankings for selected keywords.

We also undertook a targeted back-linking campaign to secure high authority links to boost Port of Call’s SEO standing further still. This was all delivered as part of our intermediate Search Engine Optimisation (SEO) package. The other pivotal element of our approach was an integrated Paid Search campaign, which encompassed competitor and keyword research; campaign build, optimisation and management; and cost-analysis recommendations.

Results

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    Lead Generation

    As with many projects, multi-channel, multi-campaign Lead Generation was the main focus for this client. We set-up integrated campaigns with ROI and continuous improvement at the heart of the campaigns.

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    Technical Content

    Moreover, we were able to deliver a high volume of original, optimised technical content that not only freed up time for the client but also helped to improve their Google ranking, generate high authority back-links and improve their ‘social referral.’

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    LOCATIONAL SEARCH

    KW Digital created an extensive suite of 300+ locational pages, to dovetail with a strategic PPC campaign, to ensure that Port of Call dominated the Search Engine Results pages for local search results, which proved an extremely effective tactic.

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    STRATEGIC INSIGHTS

    Always looking to add value, KW Digital integrated innovative software Textplode to use SMS to drive sales and engagement, as well as Response Tap to give Port of Call tangible insights into the campaigns that make the phone ring.

In depth look

At KW Digital, every website build is different. We pride ourselves in taking the time to understand exactly what the customer needs, the challenges they face and the functionality and design that will make them stand out from the competition.

With Port of Call, the main challenge was communicating a simple proposition in a deep, complex and content-rich website. To compete in this industry, the website had to be large, relevant and authoritative, which essentially means CONTENT! We’re talking optimised pages, pdf’s, FAQ’s, locational pages – anything content related, we did it. Where the web build paid off was with this flexibility and scalability of WordPress. We have been able to build and develop on the initial platform that we developed, keeping development costs low for the client, whilst still achieving our digital marketing objectives. Hover over the hot spots below to read about the unique features of the Monomer website.