GMI

How WebsiteBiz Helped GMI Promote Fanatical Customer Service

GMI, the largest provider of medical imaging products and services in the U.S., struggled with flat lead generation year to year and a decline in qualified leads.
GMI’s competitors were gaining market share.
Their organic search visibility was eroding rapidly.
Paid search budgets were reduced; but lead goals increased.
Website architecture was complex and not being properly crawled and indexed by search engines.
Too many forms and confusing navigation made it difficult for visitors to find relevant products and information.
Website data could not easily extricate sales leads from employment leads.
Site lacked any new information or tactics to bring customers back to site.

Number of web inquiries more than doubled

Position GMI’s site as marketing hub for the company, a central location for information with consistent messaging.
Identify and develop online content to improve organic search rankings and establish the company as industry thought leaders.
Improve website usability and design to increase prospect and customer engagement and conversions.
Define goals and establish metrics to measure effectiveness of marketing tactics.
Restructure the paid search campaigns to be more efficient, and improve lead quality.

Redesigned GMI’s website, focusing on the homepage, and consolidated navigation to create a more user-friendly site with clear conversion paths.
Added short forms to internal pages, reducing hurdles to contact GMI.
Developed product-focused pages on the site to fill an existing gap in useful, highly searched content.
Implemented search functionality to ensure users found relevant content.
Established a blog strategy and platform to showcase GMI’s industry knowledge, foster online engagement and generate valuable online content.
Moved site to Expression Engine CMS platform, which allows GMI to easily edit site pages and blog entries internally.
Paid search campaigns were restructured to lower CPCs and cost of conversions by:
- Realign ad groups and Keywords to relevant search queries and align them to GMI’s reprioritized products and services.
- Ad groups were also updated to include negative keywords to reduce job search traffic coming through paid search campaigns.
- Campaigns and keywords were continually optimized to build efficiencies and lower campaign costs.
Created a metrics dashboard to facilitate decisions based on performance.

Organic search increased 75% YOY and accounted for over a third of all visitors to site (more than double over previous year).
- Bounce rate also decreased by 14%.
Restructuring of Paid Search campaign resulted in significant cost savings and higher conversions.
- Even though media spend decreased by 55%, paid search leads increased by 33%.
- Cost Per Lead decreased by 64%.
- YOY paid search results showed 76% increase in conversion rates.
Average number of web inquiries more than doubled after site wide installation of short contact form.