What Works

SUMMIT CAREER COLLEGE

Summit Career College was a long time client of our Advertising Agency Division (www.produceresults.com). During multiple discussions, they mentioned they were very disappointed with the results they received from their current site. Summit felt their developer was not focused on their marketing initiatives and did not take responsibility for the site's performance. They also felt it took too long for requested site updates to get completed. We mentioned our Produce Results web program to them, and before we knew it, we found ourselves in Southern California, gathered around a conference table with all of Summit's top executives. At the end of the meeting, we had discovered Summit's goals, explored their competition, got a grasp on customer demographics, and agreed to work together to "produce results!" (Get it?)

OUR GOALS

Our goals were simple...build a site that would climb the search engine rankings, drive quality visitors to the site, engage the customer, and trigger users to call or complete an online contact form.

THE PROCESS

After a very positive meeting with Summit in California, we hopped on a plane and got started on our keyword research before the landing gear touched down on the DFW runway.

The executives at Summit Career College relied heavily on our expertise when deciding which keywords to target. We found several highly searched terms that were less competitive, so they would result in quicker top rankings on Google. Using these less competitive search terms would increase traffic to the site and allow for more conversions. For Summit, more traffic meant more potential students seeing the site, and more conversions meant more enrollments. It was a no-brainer.

Once we finalized the list of search terms, we created a sitemap to guide visitor navigation and determine keyword targeting.

Site development went smoothly with Summit leaning heavily again on our team to take the lead. Summit's content included class videos that needed to be integrated into the website using a streaming technology and built-in video player. We wanted to alleviate the need for external programs to watch the video to create a better user experience. We accomplished this by using Flash to play the videos.

One of our proudest moments came after the site was launched. As part of our program we will sometimes recommend a change the site if it is necessary to increase performance and get higher conversion rates. We don't charge extra to do this since our focus is on website performance and not building websites. We determined that there may be some conversion loss by asking users to click a button to get to the contact forms. We tested this theory by adding contact forms directly to each page, and we were able to increase the conversion rate by more than 50%! Evidently, clicking a button just takes too much effort.

THE FINAL PRODUCT

The final product is a professional website that uses a bold color palette and integrated multimedia to engage visitors and encourage action. Want to see it live? Check it out here.

THE RESULTS

A dramatic increase in visitors, conversions, and class enrollment as a direct result of our online marketing efforts!