Examples of Ben’s Website and Landing Page Work
Websites, SEO content, and conversion strategy that produce results, which I’ve had the privilege to work on with my day job, side work, and volunteering projects.
Types of Projects Shared Below
My experience ranges from the very basics of building websites and optimizing content for search engines, to analyzing tried and true website designs for hidden conversion problems that dramatically improve the bottom line for clients when fixed. The lessons I’ve learned are often repeatable across industries, which means that you can safely expect similar results. If you’re struggling to improve your bottom line through your website, please feel free to reach out today for a free call.
So far, since I started at Audigy in 2018, I’ve built 30 websites. I’ll share some highlights below:
- A to Z Blinds, built with Next.js, a React.js based framework for building fast, app-like user interfaces and websites.
Read more…I worked with Tina and her father Norm before I went back to school. I was a blinds installer and sales professional. While I was in college, I offered to build them a simple single-page website with a few images, some text, a map, and their contact info. In 2019, after I had started working at Audigy, I offered to build Tina a new website to match her updated COVID procedures (video calls, home visits, clean and safe service, etc.) and an updated visual branding, which improved her conversions significantly
- Equipping the Saints website for my church’s national radio broadcast ministry, built with WordPress.
Read more…My church’s radio broadcast website was originally created in the early 2000’s with WordPress, and it worked fine for the most part for a long time, but eventually, because the theme was tightly coupled with the content through providing a custom post type to store all the audio content, the site was no longer capable of getting updates. So, I recommended we start fresh with a new WordPress website from scratch, since that was the platform both my pastor and I were familiar with and because we could easily move all the old audio files over and build the new site on the existing hosting service. This approach worked well in that the new site was done relatively quickly and made use of the latest advances in page building interfaces and free plugins.
- Equipping Bible Church website for my church here in Greer, SC, also built with WordPress
- Upstate Hearing and Balance website of Greenville, SC, built with WordPress
- Maze Hearing and Balance website of Ohio, built with WordPress
I’ve performed more website redesigns than I can count for small/local and enterprise/multi-location clients alike:
- Tobias Hearing Center website, redesigned with a few simple changes to the header, hero section, and some background colors and minor layout changes, which resulted in record-breaking call volume and leads (before, after)
- Doctors of Hearing Healthcare website, long overdue for a design facelift, this one speaks for itself (before, after), although the client’s Marketing Manager also shared that as a result of the redesign, one month after the changes were completed, “… the practice’s total appointments off the website was [sic] more than 200% over the average for the previous 10 months, resulting in a $55 cost per appointment.”
- South Bay Hearing website of Los Angeles, CA, was a bit too busy visually and needed an overall consolidation and refocusing of their homepage (before, after, exit intent pop-up).
Read more…I have not heard any stats from her Marketing Manager on how her site did after this redesign, but the fact that we’ve created several unique landing pages for various ad campaigns on her site since then has convinced me that these improvements helped enough to earn her return business
I’ve created the following template sites in collaboration with copywriters, designers, and stakeholders, from which many client sites were produced with their own customizations:
- Elevation website template, Audigy – Audigy members were limited for a number of years to one website template, from which our team would create a new website in each new web build.
Read more…That template was called Merriweather, because it was supposed to be forever up-to-date, a single website platform that would never require fees to get an upgrade. It would be customized according to their brand colors, fonts, and logos, but the overall structure and look and feel of each site looked very similar. My team’s goal was to create four new templates that would demonstrate the flexibility of our website platform. I created the one later named Elevate. I got a lot of inspiration for this template from Apple’s homepage, which is very heavy on product photos, dramatic stock photography, and vibrant colors
- ReSound website templates – ReSound needed three new website templates that would provide basic websites for members of their ReSound Focus program, which was a digital marketing initiative that basically mirrored what audiologists could get with Audigy’s digital marketing services. I helped with the information architecture, selecting the existing member websites that these templates would be based on, and the customization of the content and design for each:
New Landing Pages
When it comes to landing pages, I’ve built many. Below is a representative sampling:
- Family Hearing of Boulder, CO – hearing aids landing page
- Garden State Hearing & Balance Center of Manahawkin, NJ – hearing aids landing page
- Dr. Hecker & Associates of Newport News, VA – hearing aids landing page
- Heard It Through the Grapevine Audiology of Southlake, TX – hearing aids landing page
- Amanda’s Family Hearing of Painesville, OH – Jabra Enhance Plus landing page
- Luebbe Hearing Services of Columbus, OH – Redux Hearing Aid Cleaner landing page
- South Bay Hearing of Los Angeles, CA – multiple:
- Beltone Restore – national retail hearing aid chain – new service landing page.
Read more…Beltone has had a page on their retail website for this service for a long time. Customers can choose to purchase a maintenance package via the website, but like so many other website product and service pages in the hearing care industry, it isn’t designed for ease of conversion. They asked me to create this page to help improve their PPC campaign that was sending traffic to the website before. This page’s conversion goal is a CTA click that would send warmed up visitors to their e-commerce site (which their website page was previously linking to as well). I have yet to hear about the results, but I’ll share them here when I do.
Landing Page Redesigns
- Kubick and Kubick, Inc. hearing aids landing page of Millburn, NJ, was my first attempt at improving an existing landing page (before, after), and the biggest changes were adding patient-focused hero image, trust-building award logos, a practice-focused image, and a patient review video
- Beltone, one of Audigy’s sister companies, asked me to create landing pages for a series of ads they were going to be running on the AARP website, magazine, and bulletin channels. I created landing pages for each campaign, and it turned out that they weren’t experiencing great results with the website ads specifically. AARP reached out and provided feedback on my original page. I then used this feedback and some additional content from the folks at Beltone to create a new page. The biggest difference was the increased size and improved usability of the contact form, which should be easier for seniors to fill out than the smaller one, which is the default Marketo form layout. I have yet to find out what the results were of this update, but I’ll share those here when I find out.
Landing Page Templates
Two of Audigy’s sister companies, Beltone and ReSound, needed new landing page templates for their Google Ads Pay Per Click (PPC) ad campaigns. I created these templates to help them get started:
- Hearing Aids, ReSound
- Hearing Test, ReSound
- Audiologist, ReSound
- Tinnitus, ReSound
- Hearing Aids, Beltone
SEO Knowledge, Skills, and Research
I began learning SEO in college in the Digital Technology and Culture program at Washington State University’s Vancouver campus. On my resources page, I share the primary tools and sources of info that I have learned from and use in my SEO work. I would consider my skills advanced, but they are mostly related to service-based businesses with long sales cycles, rather than e-commerce and that sort of thing.
I’ve worked on countless websites performing SEO tasks, but here is a representative list of what I have done in the past:
- Basic SEO setup for HTML and WordPress websites done during the website build, using the features of the Yoast SEO plugin, schema.org markup, and relevant tools like Google Search Console, Google Analytics, and Google Tag Manager.
- Advanced SEO setup for our clients who subscribed to a dedicated service plan, which included customizing their technical and on-page SEO attributes, setting up a custom reporting dashboard in Google Data Studio, and confirming that our data tracker in Google Sheets was set up correctly.
- Requesting custom content on our clients’ behalf from our copywriters during website builds and advanced SEO setup tasks. Custom content is one of the main drivers of SEO in my opinion, since no two hearing aid markets in the US and Canada are exactly the same, and because search engines recognize when content is tailored to a specific audience, which was not included in our website templates’ default pages and blog articles.
- Troubleshooting real and perceived failures to reach inbound marketing goals via the client’s website and SEO content. I wrote numerous emails to our clients and Marketing Managers to explain why websites were often performing as expected or better than average, even though my clients’ ranking for search terms appeared to be doing poorly. However, I always tried to find ways to not only explain why they shouldn’t Google themselves to check their ranking, but also provided fresh ideas to boost their site’s actual ROI. This often helped point them to the need for a website redesign (often an upsell opportunity because their website was based on an outdated template), some new pages of content we could add or existing content we could better utilize, or perhaps discovering some previously unnoticed conversion barriers that cropped up over the years of adding new, unoptimized content.
How Others Have Accomplished Their Website and Conversion Goals
“I have had a great experience with Woodruff Multimedia. Changing my website was much easier than I expected. Ben is very hands on, easy to work with, answered all of my questions, and really listened to what I wanted for my website. He had really great ideas for what would attract more customers and since we have changed the site I have had a lot more online submissions. I am very happy with the end result.”
Tina Nollette, Owner – A To Z Blinds – October 28, 2020