(#1) First Search Result for Ireland
- Search Engine Ranking: The new site successfully ranked above the UK version in Irish search results, achieving its goal of local SEO differentiation.
- User Engagement: There was a noticeable increase in page visits and duration, especially on boat-specific pages, indicating strong interest and a higher potential for sales conversions.
- Inquiry Generation: The site effectively generated multiple active inquiries, demonstrating its utility in lead generation and potential sales growth in the Irish market.
Project Overview
I was tasked with creating a standalone website for Orkney Boats in Ireland, clearly distinguishing it from the UK main brand to avoid market confusion.
This requirement stemmed from the need to cater specifically to the Irish market while maintaining the integrity of the Orkney brand.
The UK site was the primary source of the Irish website’s content which needed to not affect the high ranking UK site.
Project Objectives
- Distinct Branding: To establish a separate identity from the UK main brand.
- Highlight Adventure and Sport: Emphasize the adventurous and sporty nature of Orkney Boats suitable for the rugged Irish coastline.
- Improve Local SEO: Outrank the UK site in Irish search results.
- Engage Target Audience: Increase engagement metrics with potential Irish customers.
Development Highlights
The design took a fresh direction away from the more conservative UK version, targeting adventure-seeking marine enthusiasts in Ireland.
By integrating dynamic visuals and interactive elements, the website was crafted to showcase the excitement and robustness of Orkney Boats, making them appealing for the adventurous Irish seas.
Replacing the clean, slick design of the UK website I created a rugged robust graphic style to the Irish site, creating a clear distinction between the two websites.
Technical Specifications
- Content Strategy: Content was meticulously rewritten to ensure at least a 20% difference from the UK site, avoiding SEO penalties and ensuring the content was tailored specifically to the Irish audience.
- SEO Optimization: Focused on integrating local SEO techniques, including the use of specific keywords that resonate with the Irish market and highlight the suitability of the boats for local conditions.
- Design Elements: A vibrant, adventure-themed aesthetic was employed, using bold imagery and engaging layouts to captivate the target demographic.
Conclusion
This website developed for the Irish market effectively meets its strategic goals by establishing a unique market presence, enhancing user engagement, and improving local search engine visibility.
Contact for More Information
This case study exemplifies the impact of targeted web design and content strategy in distinguishing market segments and driving business objectives.
For further details on the project or to discuss how we can support your digital transformation needs, please contact me.