An international pet transport company undertook a website redesign to improve their online presence and attract high-quality leads for their services. Through a comprehensive digital marketing audit, they identified the need for more focused content specifically about dogs and cats, as well as enhanced destination-specific pages. After launching the new site in March of Year 1, traffic initially dipped before steady growth set in, driven by a targeted content and marketing strategy.

Challenges

• The website's general focus on "pets" failed to address specific needs of dog and cat owners.

• Limited destination-specific content reduced visibility in key markets.

• The site struggled to generate high-quality leads in its existing state.

Solutions

1. Website Redesign:

   • Shifted focus from general pet content to detailed resources for dog and cat transport.

   • Developed robust pages for key destination countries, addressing customer questions and needs directly.

2. Targeted Digital Advertising:

   • Launched Google text ads, Google remarketing campaigns, and Facebook remarketing ads.

   • Leveraged precise targeting, keeping cost-per-lead low across all campaigns.

   • Used revenue data to focus on the most profitable leads, such as international transport to Australia.

3. Ongoing Content Development: Created blog posts and guides tied to high-performing topics to attract relevant traffic and leads:

   • Cost-Focused Content: “How Much Does it Cost to Ship a Dog” and “How Much Does it Cost to Ship a Cat.”

   • Airline-Specific Guides: “Booking British Airways Pet Travel” and “Booking Emirates Airlines Pet Travel.”

   • Destination-Specific Content: At website launch, primary attention was given to country-specific pages for the top destinations. More country pages were enhanced over time.

   • Country Guides: “Bringing Dogs and Cats to Australia” and “Bringing Dogs and Cats to the UK.”

Results

1. Traffic Growth:
   While traffic dipped immediately after launch, steady growth followed as new, targeted content gained traction.

2. Cost Efficiency:
   Advertising campaigns consistently achieved low cost-per-lead due to precise targeting and ongoing refinement.

3. Improved Lead Quality:
   Data-driven adjustments allowed the company to focus on high-value leads, particularly for international markets like Australia, maximizing revenue potential.

Growth

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