The Tap Doctor - Case Study - 2009
Specifics summary
The Tap Doctor is one of the fastest growing franchise groups in Australia, with plumbers and licensed gas fitters in every region and state capital city. It’s a business with untapped potential (pun intended). Theirs is a simple and clear vision – to deliver plumbing services to the nation exactly the way they should be – professional, timely and trustworthy.
The challenge
As a rapidly expanding nationwide franchise, with an ever-growing need for bookings, the Tap Doctor’s stagnant website and fragmented on and off-line marketing strategies were not delivering the demand to match the supply.
Keen to grow their online presence and establish themselves as a more convenient and accessible brand, the Tap Doctor turned to the Frontier Group.
The goal was to secure more bookings and loyal customers. The brief was just to take the existing site and make it happen.
The website strategy
The new website template presented a clean, modern and practical design to attract and engage all ages, from first home-owners and families to investors and retirees. A thorough refresh of the information architecture, page content and functionality focused on increasing organic search traffic, supporting search engine marketing and establishing social media connections to build customer loyalty. Fed into our content management system (AuroraCMS), this also enabled real-time updates.
More crucially, a new online booking system was configured to integrate with diaries and deliver real-time job booking capabilities. A Find-A-Plumber tool was also developed to enable customers to easily locate their nearest Tap Doctor plumber.
The online marketing strategy
In addition to ongoing search engine optimisation provided by our Viper division and SEO copywriting partners, a PPC campaign was also launched. Focusing on specific regional areas, its ultimate aim is to minimise reliance on print and local newspaper advertising.
An e-newsletter template was also created to facilitate a complete overhaul of the customer acquisition process, enabling the Tap Doctor to retain new customer and referral information.
The result
The content is now more informative and relevant. Google site links are now in place and the website continues to expand.
Analysing website statisticss over a three-month period and comparing these to the same period last year, the number of page visits doubled, page views increased by 28%, the bounce rate decreased by 30% and new visitors rocketed by 112%.
The structured marketing has facilitated a shift of advertising spend from print to web, providing a much tighter control over the advertising budget and conversion tracking. And last, but by no means least, the Tap Doctor’s email list has gone from 100 to over 6,000 in just 6 months.
The Tap Doctor now looks forward to another year of substantial growth and penetration of the market, driven by their online presence.
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