InfoMorph has recently completed a project for a well known rehabilitation center in southern California. This project involved re-implementing their web infrastructure and revamping their web presence with a search engine optimized application that is tied into their back-end contact management system. The project also involved preparing a comprehensive web advertising plan and management of their Pay-Per-Click (PPC) web advertising campaigns. Return on investment was gauged by tracking call-to-sale conversions across all advertising campaigns.
The first task we performed was a complete analysis of their web presence and the web presence of their competitors. We then invoked a Search Engine Optimization phase to increase the search engine ranking of their web site. Once this phase was completed, with the search engine optimizations in place, we then turned to beautifying their website and applying functional enhancements, using PHP on the server side. This also involved tying the contacts they gathered through the web site into their Contact Management System, ready for their sales associate to drive business.
The second phase of the project involved cost reduction changes. At the start of the project, all they had was a static HTML based website that was hosted with a company who charged them over $300+ per month for 3 to 5 megabytes of disk space. They had a call-to-sale campaign tracking system in place based on SalesForce.com which was charging over $1200 per month. They were also with a marketing company who managed their PPC campaigns to a tune of over $30,000 per month with a very low ROI. All of this was not cost effective.
To reduce costs, we moved their web site to a $20 per month hosting account, which was more than sufficient for the storage and bandwidth they needed. We also canceled the SalesForce.com account in favor of a call tracking service that came in about $350 per month. Doing just these two things saved them over $1200 per month in infrastructure costs.
Finally, we managed the PPC and campaigns in a more efficient manner resulting in a controllable monthly PPC expenditure which was throttled based on the week to week objectives.