Prior to the redesign, the site brought in 1,731 unique pageviews month over month. This may seem like small fish, but the site traffic was relevant, and we were not utilizing it in order to promote the relaunch of our product. Our objective was to leverage this site’s domain authority to drive relevant leads. The goals of the redesign were to own the first 5 organic spots for ‘Online Race Management Software’ on the front page of Google, capturing leads by providing a means for visitors to inquire, and establish new rankings for strategic terms.
In addition to using the already relevant traffic that was going to the site to log in, we wanted to leverage some of our high visibility TOFU (top of funnel) keywords on this domain. We extended the number of pages to rank for each of these keywords. For conversion optimization, we placed all vertical forms above the fold on a mobile optimized pages.