For over 50 years, Northrop and Johnson Worldwide Yacht Charters has arranged custom, luxury, crewed yacht charters. They are a full service charter brokerage firm with an unwavering and uncompromised commitment of service to their clients.

Situation:
Northrop & Johnson was concerned about the ranking of their site (NJCharters.com) in search engine results. They were also concerned that their competition was earning more web leads because of pay-per-click search engine advertising – a form of advertising they had not yet tried. In general, their new site was getting few visitors. New to the web marketing game, they wanted to know what the best options were.

Challenge:
Deliver and implement an effective web marketing strategy to increase site traffic and improve site conversion.

Solution:
Precision Web Marketing completed online market and keyword research as well as a site messaging & usability analysis. Precision then conducted a comprehensive Strategy Session with Northrop & Johnson – research findings were presented, goals and plans were discussed, and the client was educated on various online marketing options including search engine optimization, pay-per-click search engine advertising and permission email marketing.

Northrop & Johnson walked out of the strategy session with a phased plan that included minor site architecture (navigation) changes, messaging improvements, basic search engine optimization changes, directory registrations (link building) and a pay-per-click search engine advertising campaign that targeted keywords specific to their services. Precision completed all recommended site changes, directory registrations and a comprehensive, international pay-per-click search engine advertising campaign. The search engine advertising campaign included “conversion tracking” – visitors who clicked on their ads were tracked to see if they completed the “Contact Us” form. This provides exact, return on advertising spend (ROAS) figures.

Results:
Northrop & Johnston now ranks on the first page of organic (unpaid) search results for the keyword phrase “worldwide yacht charters” and other searches. The search engine ads are displayed over 65,000 times per month, driving significant, qualified traffic to the website and generating quality leads every month. Because of the conversion tracking, Precision continually calculates and reports an exact “cost per lead” and manages the campaign to maximize the number of leads while minimizing the average cost per lead. The sales generated from these leads have proved the outstanding effectiveness of Precision’s efforts.