Get Wet Watersports needed to increase sales from the internet and gain a competitive advantage over significantly larger and well-entrenched competitors.
The timing of our partnership also corresponded with several tactical asset acquisitions by the company and they needed a cost effective way to keep the new service lines profitable right out of the gate.
They came to Boyd Agency for advisory and we accepted the challenge.
- Get Wet Watersports, Inc.
- Established: 2005
- Employees: 10-20
- Located: Florida, U.S.
- # of Locations: Four
- Service Offerings: 30+
- Est. Annual Revenue: $1-2M
Services We Provide
- Online Presence Analysis
- Strategy & Design
- Booking System Research & Integration
- Search Engine Optimization
- Content Strategy, Creation, Marketing
- Pay-Per-Click Management
- Website Management
- ROI of 940% Annually
- CTR increase of 120%
- Automated entire booking process
- Improved Operational Logistics
- Strategic Growth Plan
During our first contact, Get Wet Watersports came to us with a specific inquiry about our Search Engine Optimization (SEO) services.
We listened and took note of all their concerns and then worked through our diagnostic phase:
1. DISCOVERY & DIAGNOSTIC
BA: Why do you want SEO?
GWW: We want more traffic to our website.
BA: Why do you want more traffic?
GWW: We want to increase sales.
BA: What would the impact of increasing sales from SEO be on your business?
GWW: Significant. We would be able to reduce spending on offline advertising campaigns that are difficult to track, improve operational consistency, sales forecasting, employee scheduling, and increasing market share.
BA: How will you ultimately measure success?
GWW: Increased Sales.
BA: What has stopped you from resolving this in the past?
GWW: It’s actually been a pretty frustrating experience and we’re a bit skeptical at this point, but you come highly recommended.
BA: Great, thanks for sharing. To mitigate risk for both of us, our next step is to perform an Online Presence Analysis to analyze your business, niche, and positioning in the market to verify that SEO is the best solution for you to increase sales.1 << Open these for more insights.
2. RESEARCH & ANALYSISOnline Presence Analyses consist of several key aspects including the website, SEO, Analytics, Social Media, Advertising, Competitor Analysis, that are ‘right-sized’ depending on needs.
While the website seemed to be ‘fine’ on the surface, that was hardly the case.
Dated design & no mobile friendly version:
Slow (Sixteen second!) loading times:
Bloated & confusing Information Architecture:
Outdated software and critical security vulnerabilities:
Other areas of concern including using shared hosting, no SSL certificate, no backups service, no virus protection, and weak passwords.
Website Audit Summary
The site was hanging on by a thread and if they wanted to transform it into a sales generating asset the items above would need to be addressed promptly.
We found the site was not setup for SEO success with several issues.Unresearched keyword targeting and incorrect meta data setup: Analytics not conencted to Search Console correctly: Search Console was not setup: And with Search Console not setup, there was no sitemap.xml submitted either: Other areas of concern was duplicate content without the use of canonicals, missing structured data, undescriptive image titles, meta data, and uncompressed images.
SEO Audit Summary
There were a variety of incomplete or poorly executed on-site SEO efforts.
An Analytics Audit has endless benefits and we tailor them to the specific business goals. In short, the data validate/invalidates hypotheses, reveal trends, and provides objective data to facilitate sound decision making.
Surprisingly, with all of the above going against them the site was getting a decent amount of organic site traffic with 65%+ coming from mobile devices.
We took note of:
- What pages are the most important to the site visitor, in order.
- Which pages are people entering the website on?
- Where is the traffic coming from and why?
- What are the demographics of the site visitors?
- What level of engagement is the site receiving?
- Is there anything surprising that we need explore further?
Analytics Audit Summary
We knew which pages were the most valuable to the company’s revenue and a multitude of other information.[image]
Competitor Analysis gives us insights into where competing businesses are investing time and money, their patterns, what’s working and not working for them, and more.
Many of the top competitors in the immediate region and on a national level were using online booking software to book activities and accept payment right from the website – typically as the status quo.
Get Wet Watersports was not taking advantage of this tactic and each activity the offered forced the site visitor to call or email to book a reservation.
When we asked about their booking process, we discovered they were buried in paperwork because they were manually keeping track of and organizing reservations, payments, and release waivers.
Since they have multiple locations, this created more difficulty downstream in the organization.
Sometimes the responsibility fell on the satellite location operator to collect payment and communicate that the scheduled bookings had in fact taken place. This created additional accounting and documentation headaches.
Competitor Analysis Summary
It was obvious to see the trend towards automated online booking. There were roughly three main companies providing the booking software service and later on we’ll have to evaluate them all to find the best fit for our needs.
Research & Analysis Summary
After the completion of our Research & Analysis, we concluded the main problem was not from lack of traffic so SEO was not the leading solution in terms of priority.
The fundamental issues with their online presence were their website design, user experience, functionality, and online booking process.
Despite our findings, the fact remained that Get Wet Watersports is a well-established business that provides amazing experiences for a diverse audience.[image]
We advised Get Wet Watersports that they would be best served by creating a new website with a seamless user experience and booking process, especially for customers booking on the site using their mobile devices. Doing this would have a high probability of making a positive business impact and quantifiable improvement to their bottom line.2
Our mission at Boyd Agency is to ‘Genuinely Capture, Create, & Deliver Value for our clients in the digital world ‘.
3. STRATEGY & DESIGN
With the analytics of how people used the site, we saw trends in the user flow, so we designed the IA around the users and the UX around the users with key business goals in mind.
We redesigned a new site around the patterns of mobile heavy, nav order, and getting more business.[Design Process]
Our move was risky about combining the pages into main categories. It was potentially bad for SEO but better for the user so we took and chance.
It turned out beautifully on all fronts, website metrics, sales, traffic, loading speed, engagement, and search visibility.