Bay Alarm

Project Details

Bay Alarm is one of the largest security companies in the United States. They came to us with a simple objective: increase conversions online.

This is what I did to make that goal a reality:

• Developed buyer personas to narrow down most engaged audience.
• Created new sitemap navigation to improve web UX.
• Wrote all copy for new landing pages on new website.
• Implemented sales automation using HubSpot.
• Wrote 36 blogs over the course of 18 months, contributing to 50,000 increase in organic search clicks.

No More Mixed Signals

Defining User Intent

I developed content and designed a simple navigation experience for Bay Alarm that solved one of their site’s biggest problems - intent. Bay Alarm works with residential and commercial customers. When I started working with them, their existing website lacked a clear intent. Content was sort of all over the place. Site visitors had a hard time finding answers to their questions.

This revamped navigation meant users could quickly find the products and services they need. Match that with killer landing page copy and you get a high-performing website that converts a lot of visitors. Homeowner? You know exactly where to look for security cameras. Own a warehouse? You can find info on commercial access control with one click.

The new sitemap also helped with SEO by giving search engines very clear signals about page content.

Blog Writing

Increasing Organic Clicks by 50,000+

Blogs are like nutrition supplements for a website. Olympic athletes recover after a hard training session with a protein shake, which gives them a leg up for their next workout. Blogs tell search engines that what a website has to say is important, helpful, and relevant, boosting overall performance.

But long days spent typing away at a keyboard isn’t a great recipe for blog success. Here are the not-so-secret ingredients I live by when it comes to writing blogs that will rank highly:

• Know Your Audience: Yes, it all gets back to this. What questions does your target audience ask?
• Do Competitor Research: Check out what direct competitors are writing. Cause it’s always fun to iterate on their ideas and do a lot better at execution.
• Be Specific: Think about it: you can write a ton about running shoes. You can write about their history, key innovators, the shoes Jesse Owens wore in the Olympics, nearby shoe stores… ugh, it’s sort of exhausting. That’s because “running shoes” is far too general of a topic. So, dissect it. What, specifically, do people want to know about running shoes? A really good topic might be about the development of insolses and the science behind them. Now that’s specific!
• Keep an Eye on Analytics: I like to use Google Analytics (duh) and SpyFu, a website that presents SEO metrics in a simple, digestable way. This info allows you to maintain a database of keywords that are performing, keywords that aren’t performing, and new keyword you can pursue later.

Put this together and what do you get? Just take a look at first search result for the keyword phrase what is an ip camera - it’s a blog I wrote for Bay Alarm.

These efforts paid off big time. Top-ranked search results soared. Organic clicks went way up. Conversions increased. Google started viewing Bay Alarm as a valuable resource. The client generously sent me cookies.

A win-win all around.

Marketing Automation

Sales Funnel that Led to a $5 Million Revenue Increase

Writing new content isn’t the only way I contributed to Bay Alarm - the revamped website copy did a lot of the heavy lifting, but I put in work behind the scenes too.

I set up Bay Alarm’s full-funnel content strategy like this:

New Content to Satisfy Users & Search Engines

As discussed above, a new sitemap and better content across the board resulted in increased site visits.

Forms at Every Turn

Every landing page contained a form so visitors could signal their intent to speak with a salesperson.

Creating the Logic Tree

I worked with the client to understand their internal sales flow and implemented an automation program using HubSpot. Every form fill triggered an automated workflow like the one you see below. Each landing page had its own branch, so internal sales always knew exactly how to approach conversations with leads. They already knew exactly what services people wanted!

This workflow dripped emails to leads at regular intervals, measured a given lead’s engagement, and moved their contact to a supression list if they no longer seemed interested. All 12 services had their own logic tree. Equipped with this deep level of automation, internal sales at Bay Alarm had nothing to do aside from make calls and schedule appointments. The website took care of the rest.

Results

My experience developing content strategies for Bay Alarm was a huge success. Clicks, conversions, and revenue all went up. Bay Alarm was now a healthier, higher performing brand than ever before.