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So, what was the problem?
Appian Techology PLC is the leading provider of high technology security. As a market leader in a competitive industry, their website needed to project the correct image to prospects, clients and investors. The website was only generating 1-2 leads a day, clearly an opportunity was being wasted.
Appian needed a site that increased lead generation, was easy to update with latest products and news, and supported the brand as a multi-million pound global company.
How did we help?
Aside from look and feel, it was important that we worked close with Appian to define the content and tone of voice for the website. Thorough understanding of the competitors, audience and USPs was needed to establish content requirements for the new website. We helped position Appian online exactly as they needed to be represented, which would with correctly implemented Cost Per Click advertising, generate significantly more leads and offer a great return on investment.
We also established an effective marketing campaign fit to their budget, and continuously tracked the site's usage to fine tune the navigational paths of any potential leads.
The Happy Ending
The site now contains a great deal of information on the company, products and services, in an easy to navigate manner. Appian now appear on page one of Google for popular key search terms such as 'ANPR Software'. In line with a cost effective Cost Per Click campaign, the site also now generates noticeably more leads and interest.
