How we helped Peak PEO increase website traffic by 58%

The Challenge

Demand for Peak PEO’s services had increased due to the pandemic-fuelled remote working boom, which opened up new opportunities for employers to hire staff from anywhere in the world. And while Peak PEO had a clear mission, the previous website didn’t reflect this, or provide enough information about all of the different services the business can offer. They needed a stable foundation from which the business could scale and grow, meaning we had to design a solution that allowed the Peak PEO team to customise and add to the site without our assistance post-launch. Our developers and SEO team had to collaborate to provide a more streamlined user interface whilst adding a vast amount of new content at the same time.

Goals

To address these issues, we proposed a WordPress website that would allow us to build a custom theme in adherence with Peak PEO’s newly developed brand guidelines, provided by their chosen brand partner.

• Improve user experience by ensuring the most common user journeys are clearly signposted via sensible, user-friendly navigation and site structure
• Ensure the site performs strongly on the key areas analysed by Google’s core web vitals and PageSpeed insights – producing an accessible, high-performing site built with SEO in mind
• Boost website traffic and high-quality leads

Strategy

WordPress Development

Although the previous Peak PEO website was functional, it was clear it didn’t reflect how the business should be presented as a brand, both in terms of appearance and messaging style.

Our development and SEO teams analysed the existing site structure and user behaviour through a mix of historical data, competitor research and our own knowledge of best-practice web design. 

 We then used this data to create a brand-new WordPress site with the aim of not only improving the current user experience but also offering a much more stable base from which Peak PEO can expand the site with easier integration of new functionality and features. A series of new landing page templates were also created to allow the Peak PEO team to easily and quickly add new pages to the site without having to rely too heavily on a development agency going forward.

Technical SEO

The pre-launch technical SEO strategy focused on preparing the previous site for a smooth transition, ensuring any major issues and errors were resolved leading up to the new site launch. It was important to assess the current state of the Peak PEO website to ensure that any errors were addressed.  We began by carrying out a technical crawl of the old website – crawling a total of 404 internal pages. We then highlighted the key areas for improvement, which once resolved as part of a new site build, gave us a strong technical foundation to build upon for all future work carried out.

Post-launch, we conduct technical monitoring and assistance to ensure the new website has a solid platform and any issues are swiftly resolved.

Content

When looking from the perspective of organic search performance, we could see that improvement was needed as the number of ranking keywords was quite low. This meant that optimisation of on-site content was key to ensure it was appropriately targeting relevant keywords. 

By creating new content for the site that was suited to the business’s proposition, the brand’s messaging, and SEO strategy, we aimed to boost the volume of organic traffic that reached the site, drive brand awareness, encourage users to convert and ensure the content provided users with value. 

Our strategy comprised a combination of the following: branded content to help establish Peak PEO and its presence in organic search, and content targeting highly relevant, generic search terms to help users find the solution they’re looking for on the Peak PEO site.

All content was crafted with the brand’s key audiences in mind, meeting their needs by addressing common problems, answering FAQs and offering solutions in the form of Peak PEO’s services. We positioned Peak PEO as an authority on key topics within their industry by creating in-depth, informational content that prioritised user experience and engagement.

Thorough analysis and research were conducted to identify keyword gaps and opportunities, which formed the basis of the website’s navigation and structure to not only improve organic rankings, but user experience as well.