The Challenge:
Improving Local Visibility in 4 Large Markets
Exigent came to Epic Web Studios in 2024 through our sister company, Local Falcon, with an eye toward further enhancing their online visibility in their four major metro markets: New Jersey, New York City, Denver, and Los Angeles. Ultimately, the client expressed a goal of 10 qualified leads per week, through a combination of organic and paid search.
Epic encountered three major obstacles in the way of Exigent maintaining its strong foothold in its extremely competitive niche industry:
- A convoluted website that made the structure of Exigent's managed IT services difficult to grasp and comprehend.
- Location pages riddled with keyword stuffing and low-value, duplicative content
- Loosely defined target and scattershot strategy in local markets
The Solution
Better Targeting, Clearer Messaging
The process of hiring a managed services provider (MSP) can be a little intimidating — more so when you're dropped into the middle of a website with a million different directions to take, unable to identify a single one that sounds like you.
Our overarching goal for this project has been to help all those previously lost souls genuinely see themselves and their IT situation in Exigent's messaging, reducing the barrier to reaching out and becoming leads. To do so:
Website Rebuild
Epic fully rebuilt the Exigent website with a more approachable, consistent content structure and a more streamlined user experience
Optimized Location Pages
The Epic and Exigent marketing teams collaborated on new location pages, showcasing more unique, geo-specific content, FAQs, and reviews.
Focused Google Ads Targeting
Epic streamlined Google Ads budget around a much smaller and more focused target set of keywords for Search campaigns in the Denver and NJ service areas, while using audience-driven and relevant content for display campaigns and in-market users.
The Result:
Top 3 Visibility in All Four Service Areas
Since the new site launched in Dec. 2024, Exigent has attained:
- Placement in the Google Map Pack (i.e., Top 3) for all four service areas
- An average SERP position of 28 for all ranking keywords
- Improved web traffic and engagement (42% bounce rate)
- 35% lead conversion rate
- Average cost per lead of $475 (Minimum value of contract = $2,000 per month)
- Multiple citations in the Google AI Overview (co-managed IT, managed legal IT services, managed healthcare IT services, managed nonprofit IT services), indicating helpful content optimized for the future of search
To describe this team as AMAZING is an understatement. They are the rare and wonderful combination of professional, effective, engaged and FUN! Under the guidance of the EWS crew, our website has seen tremendous improvements, from SERP to organic traffic. The team is collaborative, humble and never shies away from any of my crazy "what if we try THIS..." ideas! Highly recommend and I'd give them 10 stars if it was an option.
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