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Willow Place for Women Case Study

Project Summary

Willow Place for Women, a gender-specific substance use and eating disorder treatment program with locations in Florida and North Carolina, had an existing website but had never leveraged it prior to contracting Dsquared Media. During the first 8 months of our organic search campaign, Dsquared Media increased organic traffic 386%, increased their number of ranked search terms from 1 to 201, and made 271 pages of their website visible and accessible to users on Google. Willow Place for Women’s existing website wasn’t reaching potential clients, and their lack of visibility on Google search results was resulting in missed opportunities. After devising an SEO campaign for Willow Place, we used original content to get their page listed prominently in search results, which nearly quadrupled visitors to their site! Today, Willow Place for Women is ranked highly on Google and their services are visible and accessible to a much wider audience of potential clients.

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Opportunity

Willow Place for Women had multiple locations to serve clients but lacked visibility on search engines in all those areas. In addition, their online listings were lacking or inconsistent, missing key information, and did not link back to their website, hurting their overall presence. Instead of popping up immediately on local web searches, their website was buried in the back pages of Google, not helping their potential clients or their company. With a local keyword campaign, we made their site highly visible to potential clients searching for a treatment facility near their location. We also got their site linked in directories and online listings, boosting their potential customer reach. After working with Dsquared, Willow Place for Women has a solid and wide-ranging web presence that benefits both potential clients and the company.

  • Willow Place for Women
  • Willow Place for Women
  • Willow Place for Women
  • Willow Place for Women
  • Willow Place for Women
  • Willow Place for Women
  • Willow Place for Women
  • Willow Place for Women
  • Willow Place for Women
  • Willow Place for Women
  • Willow Place for Women

Solution

Upon taking on Willow Place as a client, Dsquared Media began revising the website in order to provide a new site-map and site-structure based on best-practices. Through this process, the Dsquared Media team ensured that all website assets were optimized and visible to search engines while still keeping the spirit of the website intact. Dsquared also generated approximately 64 pages of unique content, optimized and relevant to the search terms Willow Place wanted to rank for. In other words, we used an SEO approach to helping Willow Place become more visible and accessible to potential clients on the web, while still maintaining their brand identity through adhering to creative design concepts that honored the image of the company. New graphic and text content generated for Willow Place by Dsquared was created in order to drive a successful SEO campaign while still maintaining the unique look and feel of the website.

Design at the Core

Some SEO campaigns sacrifice design for content in order to rank the client’s page more highly on search engines. We believe that a high rank for a poorly crafted site is a waste of potential, and that content-driven campaigns can still maintain brand identity and creative quality. For Willow Place, our strategy was a combination of creating quality and keyword-based content to up their ranking and web visibility in a way that maintained their brand identity and didn’t degrade the aesthetic quality of the site. To do this, our graphic design and creative team worked closely with our marketing team. Strategy and planning sessions were focused on launching a successful SEO campaign that didn’t sacrifice writing quality or graphics. By implementing both design and SEO strategy, we vastly increased Willow Place’s web presence while still maintaining the look of a professional and streamlined website that appeals to potential clients.

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