Baptcare Victoria Squiz Website
Site optimisation for conversions
Client:
Baptcare Victoria
Partners
Magnetic Creative Agency
Platform
Squiz Matrix 6
Duration
2020 - 2024
About The Project
Baptcare is a faith-based not-for-profit organisation that provides residential and home care for older people, support to children, families and people living with a disability, financially disadvantaged people and people seeking asylum.
Baptcare Home Care, Aged Care and Retirement Living all compete in an Australian market estimated at over 10 Billion dollars a year.
The Baptcare website was underperforming in Google search results and was loosely integrated into SaelsForce resulting in a low volume of enquiries to the customer enquiry centre.
Each business area of the website needed content updating and page components built to give the site a customer-centric and helpful experience focused on enquiries for the core Baptcare services.
Built with
"Dave and Deborah (Magnetic) forged a relationship with the team quickly and were instrumental in launching two key web projects for the business. Masters of communicating digital to the non-digital" - Georgina Liew, Senior Marketing & Brand Manager
Why FrontStage Digital were selected
Baptcare sought a partner to enhance and assist their internal team in making crucial content updates to the site. They required a partner well-versed in Squiz Matrix and Funbelback technologies to ensure that new components could be built to high quality and robust integrations built to SalesForce.
A long term partnership 2020 to 2024
Over the course of four years, FrontStage assisted Baptcare in enhancing their website technically, and with the collaboration of Magnetic, improving content quality. We developed customer-centric content to establish trust and implemented integrations to facilitate lead generation and donations.
Squiz Matrix - Home page and donations pages
"FrontStage guided us through the process of personalising the home page banner for each state. This was hugely important because the range of services offered in Tasmania and South Australia are different to the Victorian service offering." - Michael Holt, Brand and Visual Content Manager
Home Care Services
Home Care provides Australians with the support and services they need to live independently in their own homes for longer as they age. It’s a rapidly growing and highly competitive market.
The positive impacts that Home Care has on the lives of ageing Australians drives demand for services and service providers. Most Home Care is accessed through Home CarePackages, which are subsidised by the Australian Government, through My Aged Care.
In order to support the Baptcare Home Care Digital Marketing initiatives, we collaborated with the internal digital team and Home Care Sales and Marketing team to achieve the following:
- Developed two detailed buyer personas through thorough industry research and analysis.
- Created comprehensive customer journey maps
- Designed five web pages that align with the customer journey and incorporate cutting-edge digital features.
- Implemented four lead capture forms with exclusive gated content, seamlessly integrated into Salesforce.
- Researched 30 targeted PPC keywords for each stage of the buyer journey to optimize campaign performance.
- Crafted 50 customer-focused FAQs, strategically optimized for SEO to enhance Google FAQ indexing.
- Created six engaging Google Dynamic Text Ads with compelling copy tailored for the Google Ads platform.
- Integrated one new lead capture form
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Animated one video, providing an overview of Home Care Packages
"It was a pleasure to work with Dave and Deborah (Magnetic), who provided excellent insights and helped us take our website to a new level." - Stephanie Weston, Marketing Business Partner, Baptcare Home Care
Squiz Matrix Website - Home Care Service pages
SEO Optimisation
SEO Optimisation
FrontStage conducted thorough keyword research, systematically updated the website content, and enhanced the site's SEO to 92% optimization.
Technical enhancements were made to the site, including improving the site map and incorporating Google structured data for FAQs and videos. Ensuring that all 350+ pages were properly structured with H1, H2 content, page titles, and meta data.
Utilizing the FontStage SEO tools, we optimized thousands of image ALT tags and file names. Our SEO page listing tool played a crucial role in updating the page meta descriptions to include keywords and clear calls to action.
Looker Studio GA4 Reports
The page ranking for residential aged care and retirement villages saw improvement through new keyword-focused web content and semantic page content with secondary keywords.
In order to monitor our progress, FrontStage established custom GA4 tracking codes and tags, along with setting up over 33 SEO reports in Looker Studio that are automatically emailed each month to key stakeholders and managers.
A preview of the reports can be seen in the image carousel below.
Learn more about the complimentary FrontStage SEO tools here.
Schedule a meeting with Dave
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