Bridgewater

The goal of this project is to design and develop a new website for Bridgewater Retirement Community that effectively promotes the organization’s services and amenities, improves user experience, and increases lead generation. The website should be visually appealing, mo-bile-responsive, and optimized for search engines. The ultimate objective is to attract potential residents and their families, showcase the community’s unique features, and encourage them to take the next step in the decision-making process.

Objective

Website User Experience

ATC sought to improve the engagement of prospects interested in pursuing a trade school education but were either unsure if an automotive program was right for them or had not yet pursued automotive programs in their school search. The goal was to push ATC’s programs in front of potential students who may not have considered them.

Website Development

The objective was to reverse downward trends, improve traffic, and lead performance to meet business goals and objectives. The site had steadily declined in traffic for several months in a row, and performance did not improve or respond from any optimizations made on the content pages. There were no penalties, just gradual declining traffic.

Approach

Website User Experience

Greenlight utilized organic PPL vendors who specialized in trade school programs with prior experience with automotive programs. Running organic vendors allowed us to keep the potential lead group targeted only to leads actively looking for trade schools in the area. Potential students searching for information on trade schools near them were then presented with automotive program options at ATC alongside more traditional trade school programs. Leads who had not previously been presented with automotive program options during their school search were able to request programmatic and school information.

Website Development

The information architecture among the various content URLs was restructured through a process known as website silo architecture. The existing site content and all URLs were restructured to align the site’s topics and themes.

Results

300%

Increase In Leads

300%

Increase In Leads

300%

Increase In Leads

Finished Project

“The traffic and lead gen since the new website went live is tremendous! The mar-
keting reps at BW are having a hard time keeping up with all the interest. We thought
you’d like to hear that compliment! Nice work to you and your team! “
– Jeremy

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