Increasing Website Visibility Case Study For Alto, Aberdeen

ALTO as a brand was started in 2019 and we developed our own website for the first year. We soon realised website management was distracting us from our core business. We wanted to outsource our website and marketing. We chose to work with Red Evolution. The Red Evolution team are very experienced and knowledgeable. We like having access to the whole range of skills, including web design, web development, SEO and inbound marketing, and we now see them as our web and marketing department. Splitting the investment into monthly payments works well for us and means that we are constantly improving our online presence. The team are always on hand if we need anything. Most importantly we have won business on the strength of our website and the content on it.

Bruce Skinner

CEO, Alto

A Trusted Digital Marketing Partner

Alto is an Aberdeen based managed IT services company providing fantastic IT support for growing businesses. Bruce and his highly knowledgeable team are believers in preventing IT problems before they happen, which gives their clients much-needed peace of mind.

By letting them get on with running their businesses without having to stress about computer issues or cyber security breaches, Alto keeps their customers happy with consequent high retention rates.

They work with Red Evolution for the same reason - we look after their website and their digital marketing to let them get on with doing what they are good at. Our role has evolved from website development to content creation, and we have become a trusted partner for the Alto team.

The Challenge

They needed a website that helped with their own ambitious growth plans but when we first spoke to them, their website just wasn’t doing the job of bringing in new business.

An initial site audit showed us immediately that there were some fundamental settings that were preventing the site showing up in search engines properly. Fortunately, a quick fix behind the scenes plus a thorough overhaul of the site’s on-page optimisation was just the job to start Alto’s visibility on an upward trajectory.

The Solution

Strategy

We conducted an interesting and in-depth discovery session with the Alto team, digging into the company background, how it has evolved and where it is going. We gained an understanding of their ambitious growth plans and formed a picture of their ideal customers.

From there we used the available data to identify the opportunities that were being missed and used those to create a marketing plan.

Website

We built on the existing website design and enhanced it, improving page layouts and, most importantly, introducing images of the team. IT can be a dry, impersonal topic but the Alto team are friendly and approachable, and really not too geeky at all! They were happy to arrange a photo shoot, which resulted in natural, relaxed, people images, reflecting the human aspect of dealing with Alto.

various stills from images of Bruce Skinner

Play To Their Strengths

Taking the people-based approach one step further, we capitalised on CEO Bruce’s enthusiasm for video and encouraged him to record several pieces of video content for the website and also for blog posts and LinkedIn. We edited the videos, adding subtitles and graphics to improve their engagement.

Conversion Rate Optimisation

Using a scientific approach, we improved the key messaging on important pages. Testing engagement levels on each page comparing two versions of the headline gave us hard and fast data to show which version was most likely to keep website visitors on the page so that they discovered more about the service.

Content Push

Vital to improving visibility for Alto was a major content push, with improved services pages and blog posts answering the most commonly searched for questions. We worked closely with the Alto team to write comprehensive blog posts that demonstrate their depth of knowledge on topics like Business Continuity, Cyber Security and Computer Performance.

Once search rankings were established for their core service keywords we took the next step and started creating end to end inbound marketing campaigns. Eyecatching LinkedIn posts were added to the mix, driving traffic to high value blog posts which offered a link to educational material that could be downloaded for future reference. The resulting leads automatically appeared in their HubSpot CRM, ready for the team to follow up as required.

We then transitioned into planning, filming and producing video content for their YouTube channel and social platforms to further raise Alto's profile in key areas of expertise.