Background

Founded in 1979, JDN Monocrane is a supplier of Australian designed and manufactured cranes, hoists and parts. Evolving to meet new consumer demands and exceed industry benchmarks, the company prides itself as a one-stop solutions shop that can design, manufacture, install and service the full range of standard and specialised, customer specific lifting solutions.

Challenge

The company came to Arrow Digital seeking to improve their rankings on the search engines and earn first-page dominance, to avoid losing ground to their competitors.

Solution

Arrow Digital rolled out a full website overhaul making it easy for a seasoned buyer to download a specific product brochure and an early buyer to explore the range. A comprehensive search engine optimisation campaign that would secure long-term visibility was also built in and teamed with a highly granular paid advertising campaign to achieve more immediate wins and brand exposure. The UI of the website was done based on conversion optimisation principles to ensure the newfound traffic stemming from our SEO efforts would translate into more enquiries and sales. Finally, we deployed an innovative social media strategy including a memorable YouTube video campaign that infused humour to achieve relevance and ‘virality’ amongst web users and acquire new fans.

Results

Arrow Digital succeeded in dramatically improving JDN’s organic search performance, with their previous results of less than 14% of desired keywords on the first page of Google, soon turning into over 66% of those keywords on the first page. From a conversion perspective, re-launch of the website brought the bounce rate to half, meaning longer session durations by visitors and increased enquiries. JDN reported a 46% increase in enquiries by the 1 year mark and continues to grow strong.