Who Was The Client?
FleetChoice began in 2010 as a novated leasing company. Due to government changes within the Novated leasing industry the directors decided to diversify and added a car finance product to help grow the business. The company decided to separate the ‘Car Finance’ side of the business from the novated leasing and purchased the domain name CarLoans.com.au.
Generating leads for the car finance sales staff was extremely expensive and this cost was absorbing all the profits from the business. The high cost per lead was due to large number of competitors bidding for the same keywords on ‘Google AdWords’ advertising platform. The average cost per clicks ranged from, $8-$12 per click. This resulted in a cost per lead ranging from, $50-$80 per lead.
My solution focused on improving four elements to the online presence of carloans.com.au. These elements were:
1. Improve the content on the website. Create more informative, customer focused, descriptive, shareable and authoritative content.
2.Search engine optimise the website.
3. Add call to actions throughout the website
4. Build relationships with other high quality websites to refer traffic and links to carloans.com.au
This solution was chosen because it focused on increasing CarLoans.com.au volume of traffic and leads from free sources, such as search engines, news sites and social networks.
This allowed the company to lower their spend on AdWords and instead invest this money into long term traffic generating assets such as high quality content, automated sales funnels and genuine authority links.
Here are some examples of our link building and content marketing results for Carloans.com.au.