Brand and website development; managing company acquisition
Two years on from establishing Japanese Knotweed Management (JKM), there was a need for the company to gain commercial traction. A basic website was live, but few marketing activities had taken place.
Progress was being made with training and up-skilling and the organisation was ready to take next steps.
To build trust in a fledgling business in an industry where this is of paramount importance. The presence of Japanese knotweed can prevent a property sale going through, without an appropriate treatment plan in place.
An opportunity existed to quickly establish JKM as a trusted brand in an industry that was starting to gain some maturity. However, as still a relatively new business, a limited budget was available to apply to this.
An extensive competitor analysis was carried out, looking at the activities, positioning and keywords used by competitors. An opportunity was identified to optimise the website and rank for specific keywords capable of generating good, commercial website traffic. To make this work, and ensure that traffic would stop at the site, credibility and trust in the comparatively new organisation needed to be increased.
This was achieved with a re-brand of Japanese Knotweed Management, which included a new logo, website and integrated brand colour scheme. In tandem with this, processes were put in place to build trust in the organisation with review procedures for two alternate sources able to contribute to search visibility.
The measures put in place resulted in dramatically increased credibility, website traffic and enquiries. In the first year year the new website was live revenue increased by over 400%. A prospective buyer was identified and in 2019 Japanese Knotweed Management was sold to the Grounds Care Group.