Tailored Entertainment, the UK’s foremost live music agency representing wedding bands, function bands and bands perfect for corporate entertainment. With such a distinctive business, Tailored Entertainment came to us to see if we could help to improve its brand visibility and, more importantly, increase bookings and revenue.
When Tailored Entertainment first approached us, the agency was running a Google AdWords campaign in-house and outsourcing its SEO to a different agency. An initial meeting was set up to understand the business in more detail, how the team goes about getting new enquiries and to understand the return on investment they need to get from any campaign.
It was decided that that the most effective way forward would be an integrated SEO and AdWords approach, starting with AdWords straight away to improve the return Tailored Entertainment was getting, increasing enquiries and maximising the spend. Once this was up and running and the contract for the other agency had expired, we also took over the SEO to ensure that a co-ordinated approach was adopted.
The first job was to cut out a lot of the wasted spend on the AdWords account as it was matching with lots of irrelevant search traffic – by doing this in the first month, there was already a more relevant audience going to the website and Tailored Entertainment’s ads were matching with more appropriate searches. With tracking set up to understand where the enquiries were coming from, it also meant that the budget saved could be reassigned to areas that were starting to show a good level of conversions.
Our Specialists also created new landing pages for specific search terms, so the campaigns would get better AdWords Quality Scores, reducing the cost per click and increasing the position to ads were shown in. They then developed an effective brand book for the business, setting out how Tailored Entertainment wanted to be portrayed in all of its content and ensuring there was a consistent voice and brand message.
Following on from this, a comprehensive content plan was created with Tailored Entertainment’s in-house team, tasks were allocated accordingly and a User Experience report was produced to ensure that when potential customers had the best experience possible when they landed on the website. A number of important changes were made from this audit and a number of landing pages were created, so customers landed on relevant pages and therefore were less likely to bounce.
Finally, the on-page optimisation issues were resolved with Tailored Entertainment’s in-house web developer so that they were no longer a hindrance to ranking increases and traffic volumes.