My name is Arthur Kallos, I’m the general manager of Investors Direct. Investors Direct is a full advisory firm. We cover all aspects of advise. So, we look at mortgages, we look at property advisory and financial planning. I guess when we were reviewing our marketing strategy, there definitely was a gap in terms of the way we were acquiring our clients. So obviously we need a shop, an e-shop, so to speak, where people could come in and have a look at what we can do for them.
And reviewing our current website, it’s capabilities and I guess our story wasn’t really encapsulated the way we wanted on the website and we just had poor performance. The poor performance was organic search performance, it’s ability to communicate our value proposition effectively and act as a lead generation mechanism to acquire new clients. So we embarked on a journey of finding the creative agency that could clearly articulate who we were, work with us to actually create that front of shop experience and continue working with us as we evolve. And as how we evolved our value proposition, they could easily adjust, fine tune and continue to make the performance of the website effective.
So what services has ETRAFFIC provided me so far? The services that ETRAFFIC has provided me so far is really sitting down with me and understanding what our strategy is, our online strategy is. And putting together the implementation schedule to create the creative and the actual website itself to communicate our value proposition to the prospects and our clients. That’ll be the first thing that ETRAFFIC has done for us.
The second thing would have to be around creating lead generation strategies within or throughout our site. By creating our customers’ experience through each our landing page, which is said to act like a funnel with a call which is stimulating against inbound communication for assistance. So that’s something that we’ve been working on.
That structuring, that architecture, that we’ve now put in place — you’ve got experience, vital strategy and our value proposition — the architecture to capture the client journey through our site is now being optimised. That’s the third thing that ETRAFFIC has been helping us with — is actually giving us the education on how to maximise optimisation of our site. So for instance, we do a monthly newsletter, keyword search, making sure that those keywords are on our landing pages and that really aligned to prospects that will actually do google searches and making sure that the relevancy of our site is continuously optimised and ranking on first page is something they actually been able to do.
I’ve seen a good ROI in a pretty good period of time. We started to see inbound communication. When the phone rings inward rather than you having to ring outward and your proportion of inwards versus outwards starts to change, that’s when you know your online strategy is starting to work and we’re starting to see that now.
I would recommend ETRAFFIC to anyone looking to improve their online experience for their current clients or their prospects. I guess number one is their willingness to listen and understand your needs. Number two would be the knowledge of how the whole system works, the whole online strategy and online media, or online content works. Number three is education, their ability to explain things, their willingness to take the time and listen. They got a nice little sweet spot there where the return of investment is value for money so, very happy.