The Calabash Group
Our Mission: digital progression for The Calabash Group
As with many SME clients we’ve partnered, digital wasn’t working to the advantage of the Calabash Group business. In fact, by consuming too much time and causing frustration, it may even have been having a detrimental impact on this top end cleaning company.
Our collaboration with Calabash has seen a step change in the way digital is harnessed across their eight different divisions. We’ve overhauled every aspect of Calabash’s digital presence with a clear strategic vision coupled with contemporary site design and powerful technology.
Digital now helps the different Calabash businesses move forward – from domination of Page 1 Google search listings for key terms to best-in-class content management.
Having been retained by Calabash in August 2011, we were tasked with transforming their digital activities across the board – the goal was to increase customer enquiries and maximise sales.
Prior to our involvement, Calabash, had eight corporate websites along with an associated series of five magazine/blog sites. The company had no control over its own content and there were technical and presentational errors across all the sites. The content itself was not visible to search engines – so it was little surprise that their google rankings were low.
The goals could only be achieved by raising Calabash’s digital profile – driving “findability” through significantly boosting search engine ranking and performance.
The first part of our strategy was to appraise Calabash’s 13 sites and analyse their overall marketplace and competitors. We assessed what was working and what wasn’t. We looked at how their customers used the web. And we identified the advantages and opportunities that could drive sales and enquires directly from the internet.
This research formed the basis of an entirely new strategy. The key decision was to consolidate the standalone sites into a single publishing platform - placing all the sites on one central and powerful content management system.
This was complemented by rebuilding the sites using all our knowledge of search optimisation and content strategies. Crucially, the Digital Potion team also designed an updated online style to match the high quality tone of the Calabash brand, correcting all the technical errors along the way.
Through their new best-in-class content management system, Calabash can now control literally every element of their website properties. They have a fully scalable platform to publish regular content updates – and to add site sections and new pages, as and when they want.
All site content has been exposed optimally for search engines. And new features and functionality have been added regularly to strengthen their online capabilities further. These improvements enable quick and efficient management of content across, changing Calabash’s attitude to digital marketing forever.
The result is that the Calabash websites are now highly effective marketing tools that are rewarding them with real-world financial success.
Please get in touch to make the most of digital, rank highly on Google and harness the power of online to grow customer enquiries and sales.