Case Study
Hughes
Hughes is Australia’s oldest and largest chauffeur service, with a rich history dating back to the start of the 20th century. Their exceptional infrastructure and service have made them a major force across Australia, becoming the preferred chauffeur service for airlines, business travellers, and educational institutions.
The Challenges
Hughes was already servicing every major city in Australia, but their marketing investment was stagnant for a long time, and their previous marketing agency didn’t focus on metrics that were meaningful for growth. They also had separate strategies and campaigns for individual cities, which needed to be consolidated to be more effective.
With a strong foundation already in place, including excellent infrastructure to provide a great experience for their clients, they needed a new marketing strategy that would build on their strengths, unify their efforts, and push them to greater heights.
The Solution
The main focus of this strategy was to unlock the potential for organic rankings and website traffic on a national level. We used a combined national and local SEO approach with a focus on website architecture, content, technical SEO performance and increases in Google authority. We analysed leading competitors and methodically identified their strengths so we could remove their advantages over time to overtake them. The strategy became so successful that the SEO campaign turned from a growth strategy to a mature SEO defence campaign, as Hughes became the undisputed national leader in SEO.
We also completed a number of other important changes for Hughes. We modernised their branding by improving their logo and marketing collateral, improved the usability of their mobile app and customer portals, and increased the efficiency of their day-to-day marketing using marketing automation tools. This is in addition to a number of small design projects and SEO improvements over the years that are too numerous to mention.
We have been an effective marketing partner with Hughes for many years and are proud to have turned them into an industry leader in every market we have targeted, turning them into a dominant force across Australia.
Solution Provided
SEO Campaign
The SEO campaign provided a significant competitive advantage over many years. The organic traffic started from less than 4,000 visitors per month and peaked at over 17,000 visits a month as a result of a 6X increase in the top 3 Google rankings (>430 keywords) and 6X increase in page one rankings (>1,450 keywords). We established strong technical SEO performance and restructured the website architecture, then we built out very well-optimised transactional service pages combined with journey pages and article content to cast a wide net of targeted traffic. The SEO campaign included both national SEO and city-based local SEO. Over the years, we managed several successful website mergers on a local level to maximise the value of competitor acquisitions. We turned Hughes into Australia’s dominant national SEO competitor in the limousine industry.
Web Design
A well-built, SEO-optimised website can be the difference between a business ranking or not ranking, which is why web design is at the heart of our growth strategies. For Hughes, we completed extensive keyword and customer research to identify the most logical page structure for the website, wrote optimised content for the major pages, and ensured that the website met the strictest technical SEO standards.
Branding
We’ve helped Hughes with a variety of branding work over the years, including the following projects:
- Designed their mobile app and client portal where customers can manage bookings
- Designed a Customer Service Manual, Client Handbook, and Chauffeur Standards Manual
- Refined their logo
- Brochure for vehicle seat pockets
- Wrote and designed a lead magnet eBook
- Designed professional email signatures
- Designed EDM campaigns
Paid Social Ads
The drive recruitment Facebook campaign was incredibly successful and consistently achieved a cost per lead of just $8. As a chauffeur service, Hughes needs a team of high-quality drivers for every city in which they operate across Australia. Finding these drivers proved expensive through traditional methods like Seek, so we created a Facebook ad campaign to target their desired audience precisely and encouraged them to apply for the job. The cost of acquiring new drivers was 1/3 of the average Facebook lead generation costs and represented huge savings compared to leading online job platform ads.
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