Sight Scotland

SEO & Digital Marketing Advice & Implementation

Sight Scotland is a well-established charity based in Edinburgh. Originally known as Royal Blind, they run the Royal Blind School, and provide services to visually impaired people throughout Scotland. They offer residential care, a school holiday club and a telephone support line.

Their partner charity, Sight Scotland Veterans, supports former members of the armed forces who are suffering sight loss. Along with day centres in West Lothian and Renfrewshire, they support to help veterans continue to live independently.

We worked with the marketing team fro several years to improve their SEO, Google ads and Facebook ads as well as advising on the planning of their new website.

The Solution

PPC Ads

We started with a review of their complex Google ads and Google Adgrants accounts and overhauled them to make them more manageable and avoid duplication across the two. We also increased the number of services using Ad Grants, freeing up budget to use with Facebook.

For the services that were new or less familiar to their audience, and therefore not actively being searched for, we used Facebook ads, experimenting with different formats and advising on the higher impact of video. We successfully filled training courses and attracted participants to fundraising challenges such as the Kiltwalk and promoted their new support line.

New Website

When Royal Blind rebranded as Sight Scotland and prepared to launch their new website we met regularly with the Edinburgh marketing team to help them get the right structure for the new site. We also helped them decide what content to keep and undertook a complex exercise to correctly redirect the content from the old website so as to maintain their search rankings. After the site went live we kept an eye on the data and advised their developers on url issues which were affecting their visibility.

SEO

Throughout the engagement we helped the team improve the way the website performed in search, so that it could be found by the people who needed it. We looked at the search data and identified the sections of the website which were dominating the rankings, and those that needed more attention. We helped optimise the pages and advise on the types of content to add to the site. We also trained the marketing team to add and optimise new content.

CRO

In order to improve the effectiveness of the PPC ads that were running, we suggested improvements to the landing pages being used. We used tools such as Hotjar to study how the current pages were being used by visitors and recommended changes that could be made to enhance the user experience and increase the number of conversions.

Video

As well as identifying that video ads outperformed image ads on Facebook, we also set up Sight Scotland’s first YouTube ads. Our in-house videographer edited the powerful video footage that the client provided to create 30 second YouTube ads and 6 second bumper ads. Using YouTube’s targeting options we were able to attract potential users of the services to the website. To help the team film and edit their own videos in future, we provided a comprehensive video training workshop which gave them the skills and confidence that they needed.