Cantieri Navali di Sestri

Sestri is a professional and advanced Italian shipyard. They are experts in nautical facilities for super yachts and sailing boat in particular: maintenance, careenage, antiosmosis, refitting and berth services. The owner contacted us, to re-design a new website, to acquire new leads across ship owners and wealthy yacht enthusiasts and to increase the organic traffic via SEO and Social Media activities across their main services terms for both Italy and USA marketplace.

Challenge

Design a new website, growth the organic and Social traffic across the main terms related to their main services both for Italy and USA marketplace.

Solution

Through limited client data, we audit the website client, analyzing content and engagement quality, funnel effectiviness, terminology ranking opportunity, Data Base history and market place competivity. InMove Media identified two main audience targets, with highest propensity to inquire shipyard services and the data revealed that mostly of the previous works done, involved ship owner as client who previosuly received a refitting or mantainance service and 60% of the type of boats were vintage yachts over 25 metres long and mainly requested for refitting and restoration service.

We re-designed the website with a modern look and feel, featuring stunning, high resolution photography. improved the site navigability, the access at the most valuable and engagment content about the skipyard and to allow the visitor to quickly ask information about the services and fill out the contact form.

For the limited advertising budget available, we launched a small paid search traffic campaign on Google Adwords to test and acquire important keywords, copy and other data performance feedbacks to apply on the SEO, social media campaing and during the funnel marketing optimization. Based on the information acquired, we SEO-optimized the internal URLs site structure, designed new profiled and informative articles based on the best keyword performance for each specific service and we published articles on highlt profiled press release in the yachts and nautical market and in above all line with the target audience.

We also promoted and featured the shipyard services, across few selected nautical platforms, advertising the main services and featuring the restauration of vintage boats and yachts service in particular. We contacted digital yacht magazine and implemented a parallel Facebook campaign segmenting only Yachts Groups and prospective audiences with hightest income and by using targeted nautical brands and specific terms used in the boating industry.  To prevent ad overexposure, we optimized the client’s budget by using frequency caps and specific time segments, based on their age and geographic location.

Results

Increased up to 25% the volume of the organic traffic coming from Google and Bing, incremented the number of long tail terms in the shipyard terminology and the referral traffic coming from high profiled web sources. Boosted up to 56% the Top ranking terms coming from specific service queries in the 1-3 position range.  Reached 957 new Facebook followers.

From The Client

“InMove Media has been amazing in helping us! We have seen an increase in organic traffic and lead flow across US and Italy since we started working with Daniele and his design team, these guys are absolutely great web designers & developers”

Fulvio Montaldo -  Founder  &  President