Scholz Electrical
Electrifying Scholz’s Digital Growth
About Scholz Electrical
Scholz Electrical, established in 1970 and led by veteran Michael Scholz, excels in delivering superior electrical services with a focus on customer satisfaction and environmental responsibility. Offering a skilled team and solar solutions, they prioritise quality, respect, and sustainability in every project.
Challenges
Scholz Electrical, an established electrical service provider heavily reliant on pay-per-click (PPC) advertising, encountered significant challenges in maintaining consistent business operations.
- The company faced fluctuations in booked tasks, with periods of business peaks and troughs, and an increase in irrelevant enquiries.
- The organic performance of their service pages was underwhelming, with poor rankings for target keywords or no rankings at all.
- Additionally, the website suffered from duplicate content and navigational errors.
- A critical need was also identified in integrating marketing and sales processes to enhance the transparency and efficiency of the sales funnel.
Solutions
To address these issues, a multi-pronged strategy was implemented:
Search Engine Optimisation
To strengthen Scholz Electrical’s organic search performance and reduce their reliance on PPC, Digilari Media implemented several SEO strategies. We enhanced service pages by adding a "related projects" section to showcase past successes, optimising content to cover all relevant queries associated with target keywords. Improvements to the homepage and mobile navigation facilitated easier access to services, while the addition of certifications to the header and footer aimed to boost site authority. Local SEO optimisations were applied to the Google Business Profile to improve local visibility.
Paid Ads Optimisation
While continuing to utilise Google Ads as a vital component of the marketing mix, we restructured the PPC campaigns to improve the quality of conversions and reduce the cost per acquisition. Targeting was refined to focus on cost-effective suburbs in Brisbane, ensuring that the PPC efforts were aligned with the geographical areas where Scholz could efficiently service calls. This strategic adjustment led to improved ad performance and increased client confidence in PPC investments.
Sales & Marketing Alignment
Through the integration of HubSpot, we streamlined the alignment between sales and marketing. This initiative provided clarity on necessary optimisations and expedited the transition from prospect to client, addressing pain points within the sales team and enhancing overall sales efficiency.
Results
Increased Traffic, Conversions, and SEO Rankings
The multi-faceted approach led to substantial improvements in Scholz Electrical’s digital marketing performance:
- cross-channel sessions increased by 15.5% year-over-year (YoY).
- Conversions rose by 56.7% YoY.
- The conversion rate improved by 42.5% YoY.
- Achieved 20 new top 10 ranking keywords related to their target service offerings.
These enhancements not only stabilised the business fluctuations but also positioned Scholz Electrical for sustained growth and reduced dependency on pay-per-click strategies.
Organic Traffic
YoY growth
Key Event (Conv.)
YoY growth
Conversion Rate
YoY increase
