Nutrition Industry Copywriter And Marketing Strategist Optimizes Client's Website For 20% Lift In Lead Generation

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) December 7, 2011 -- FOR IMMEDIATE RELEASE

Rochester – www.healthymarketingideas.com today published a case study revealing how a nutrition industry client's website revision yielded a 20% increase in leads. By revising the website copy and introducing a strong optin incentive, natural health copywriter Sarah Clachar helped Vitakem Nutraceuticals turn their website into a stronger partner in lead generation and sales.

"Our website wasn't working for us," recalls Bret Hoyt, Sr. president of Vitakem Nutraceuticals. "We had visitors coming in but very few were contacting our sales team."

Hoyt approached Sarah Clachar of Healthy Marketing Ideas to help turn this around.

Since the best solutions are built on a clear understanding of the problem, Clachar started with a website content audit.

"My clients love the clarity of perspective and purpose these website audits provide them," notes Clachar. "It allows all of us to be on the same page when considering what needs to be improved on the website as well as which strengths can be highlighted and built upon."

The website content audit starts with an interview in order to establish the goals for the website, the company's USP and the competitive environment. Then, by examining the website data and assessing the website's content Clachar gathered clues that helped paint a picture of why website visitors were skipping away at the drop of a hat.

Vitakem's initial copy had been well optimized for search engines. But the human visitors had been largely ignored.

Clachar drew on her rich knowledge of the nutrition industry as well as feedback from the sales team to develop new SEO copy targeting potential customers.

As a result, the site's overall bounce rate dropped from 57% down to 40%, with some individual pages dropping from bounce rates into the mid 80's to bounce rates in the 20's and 30's.

In order to move visitors one step forward to initiate contact with the sales team, Clachar replaced the request-a-quote button with an intriguing white paper optin incentive.

The white paper, "6 Questions You Should Ask When Choosing Your Nutritional Supplement Manufacturer" positioned Vitakem not only as a service provider, but also as a helpful partner in making the crucial decision of choosing a contract manufacturer. And it took price away from the center of the initial conversation.

A carefully-crafted 11-part autoresponder series was developed to follow on the heels of the white paper download and move the lead closer to conversion. And as an added push, Clachar scripted a 2-minute video. The video welcomed visitors to the home page and directed them to the report offering.

Vitakem's CEO and President, Bret Hoyt, Sr. couldn't be more pleased with the results, "Since implementing the marketing funnel Sarah created, we've had a 20% increase in leads," Hoyt reports. "But even more importantly, these leads are already pre-sold on our services helping us with our lead conversion."

"By finely tuning the messaging on the website, the report and the autoresponders to tap into prospective customers' most pressing problems, Vitakem became an option visitors couldn't ignore," explains Clachar. "As a result, more visitors contacted the sales team and more of these leads were predisposed to like what they heard as the process continued."

Concludes Hoyt, "Overall, investing in Sarah's expertise and keen understanding of the nutrition industry has been invaluable for my business."

For more information on this lead generation strategy and to read the complete case study, please go to http://blog.healthymarketingideas.com/2011/12/case-study-increased-lead-generation-from-a-b2b-nutrition-industry-website/

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Healthy Marketing Ideas http://www.healthymarketingideas.com provides expert copywriting services and marketing strategy to businesses in the nutrition industry. Author of "How To Write Irresistible Copy For Nutritional Supplements", published by Bob Bly, Sarah Clachar writes copy for both B2B and B2C companies, offline and online. To get a copy of her free report, "How To Turn Your White Papers And Website Into A Recession-Busting Dynamic Duo," just go to www.healthymarketingideas.com/b2breport.

b2b marketing     b2b website optimization     Natural Health Copywriter     natural products marketing     Nutrition Industry     SEO Copywriting