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Blueleaf in pole position

With so many petrol heads at Blueleaf, there's always a buzz at the start of a new Formula 1 season. This year we've got an extra reason to be excited, as we've just launched a brand new website for the all-conquering Infiniti Red Bull Racing team.

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New Brands on Board

We’re celebrating some great new wins this month at Blueleaf for some really exciting brands. Graham & Brown are the best-known wallpaper brand in the world and a top 100 Cool Brand to boot. Based in Blackburn since 1946, they’re still family-owned and are a proud Northern business with presence all over the globe. We’re working on a completely new site for them, which will be a fantastic mix of best-in-class ecommerce and inspirational content, showing off everything that’s great about their brand and their products.

We’ve also just won a project to help Diners Club reinvigorate their UK presence online. The brand goes back to 1949, when they originated the credit card concept. We’ll be helping them communicate effectively with their target audiences, boosting acquisitions with a totally new site built in Sitecore.

The next two are so new, we can't even disclose their names as yet, but what we can say is...

One is the world’s leading foreign exchange specialist, trading in over 80 currencies in over 50 countries. One of their Online Marketing & Ecommerce team saw our Creative Director, Chris Jones speak at the Future of Web Design Conference in New York last October and was prompted to get in touch to see how we can help with their latest project. Work has just begun on what we’re sure will help their business grow.

The final new brand on our books is an energy company who specialise in supplying businesses. We’ll be using our expertise in this industry to help revolutionise their offer online.

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Blueleaf gives Red Bull wings!

The team at Blueleaf have been working on a new platform, launched this week, which has been built to host the Red Bull World Series events; X-Fighters, Cliff Diving, Crashed Ice and possibly others moving forward. The existing sites for these events needed re-skinning every year to keep them fresh and the current content managed system was limiting functionality so the platform was conceived to be a flexible solution, to suit several World Series events.

The design of the platform is light and simple with very few graphic elements, almost an 'Anti-design' ethos, where editor-controlled content in multiple languages, is the star. Social media has been 'baked in' encouraging interaction at article level which is all the more important as the platform allows site changes during the events to show live TV coverage, results as they happen and other data direct from the venue.

Relevant content and language are controlled via 'Skews', based on the location and preferences of the visitor and most importantly, the platform is suitable for multiple devices, using responsive technology.

So with live voting, live coverage, up to the minute results, relevant content in multiple languages, and social interaction on a huge scale based on location, Red Bull has allowed any visitor, whether in the stadium or at home to take part in the event and feel part of the experience. Team Blueleaf are very excited to be able to help such a cool brand!

You can view the site here.

 

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Blueleaf - The way that Search should be

It’s been a busy few months for Blueleaf’s Search department, but we are now at that stage where we can flex our pecs and show off some of our successes.

The JLA Challenge

JLA came to us with under-performing Pay Per Click campaigns that simply were not getting the attention they needed. They put us to the test and asked us to take over the JLA Warewashing account - our challenge was to squeeze the most conversions out of the budget, hitting CPA (cost per acquisition) targets whilst also testing the market for the launch of the new and improved JLA.com.

Within just 4 months we grew JLA Warewashing’s enquiries by 557%, using the same budget and a website with an average bounce rate of 60%. We've since rebuilt the website and tweaked it to help conversions, coupled with driving the right traffic to the site. The graph below highlights the steady progress we achieved - by employing sophisticated call tracking software, we knew exactly what was working and converting. Thanks ResponseTap!

 

Having proved ourselves with the PPC campaign on the Warewashing site, we then moved onto JLA.com (their main website). This was a large campaign that at first sight seemed to be performing well, but on closer inspection, we spotted massive holes in the strategy. The account was spending considerable amounts on keywords that simply were not converting. By closing these holes, we were able to really improve results whilst also reducing the budget. A win-win, demonstrated by looking at the figures:

  • Conversions went up by 227%
  • Click through rate went from 0.86% to 3.26%
  • Cost per acquisition fell by 228%

We're now moving forward with an SEO campaign so watch this space for the results.

JKSL Growing/Growing/Growing

One of our first ever SEO clients continues to grow. Their unique niche business of removing the invasive plant Japanese Knotweed is always a challenge, because competitors fight hard for market share. Continually making sure that they rank for the most important keywords to the market, and working to improve the website's visuals and conversions, their reputation grew through 2012 - just take a look at the figures:

  • Site traffic grew by 19.54%
  • Bounce rate fell by 8%
  • PPC traffic grew by over 60%
  • JKSL has now grown to be the largest company within their market

Look out for our SEO guide to content marketing for 2013 - coming soon, following on from Rob’s Digital trends for 2013.

The Search landscape has changed a lot during 2012 which means that now more than ever it’s important to include your online marketing strategy within your new website brief, making sure that your site is ready for SEO and PPC.

For any guidance on your online marketing plan for 2013 just drop us an email - our Search Manager, Scott Evans is always happy to help new or current clients.

Written by Scott Evans

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Blueleaf goes Dutch with Red Bull

Our very own Smith & Jones – Senior Web Developer Pete and Creative Director Chris – were invited over to Landgraaf in the Netherlands earlier this month, to watch a stage of the Red Bull Crashed Ice world series tour.

We worked on the redesign of www.redbullcrashedice.com towards the end of 2012 and have since integrated a live results feature that keeps fans bang up to date with the latest placings during each event of the tour.

This season sees events in the USA, Canada, Switzerland and the Netherlands. Our boys visited SnowWorld in Landgraaf, Europe's largest indoor ski centre. The best way to describe Red Bull Crashed Ice is that it's like bobsleigh... without the bobsleigh! Competitors race down a long, twisting and incredibly fast ice track on skates, with nothing but a bit of protective gear to prevent them from getting injured. Both Pete and Chris were amazed to see the track first hand and to witness how brave the competitors have to be to take part.

It wasn't just a jolly though. Seeing the event live gave us a unique insight into how what we're doing online for Red Bull is used by visitors to these events; checking live results, watching videos and interacting socially. It was also fantastic for us to meet more of the Red Bull team, many of whom work out of Salzburg.

If you fancy seeing Red Bull Crashed Ice for yourself, visit the site here at www.redbullcrashedice.com.

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Combermere Abbey's website shortlisted for national award

Fantastic news for one of our clients, Combermere Abbey who've been shortlisted for a national award for their website, developed by the team at Blueleaf. Combermere Abbey is an exclusive wedding venue on the border of Cheshire and Shropshire, set in stunning grounds and offering beautiful holiday cottages. The team at the venue beat off stiff competition to be shortlisted for the 'Best Wedding Website' award, in association with Guides for Brides, part of The Wedding Industry Awards. This category is chosen on a national basis which is fantastic for the team at Combermere Abbey.

The winners will be announced at the Awards event at The Bloomsbury Ballroom in London on Wednesday 9th January, 2013. We wish the team at Combermere Abbey good luck and we're keeping our fingers crossed for them!

You can see the full shortlist here.

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Blueleaf launches a new site for JLA's Circuit Division

We've recently launched a new website for Circuit - http://www.circuit.co.uk - a division of the JLA Group, the UK’s leading supplier of laundry equipment. Circuit work closely with leisure parks, colleges, universities and housing associations across the UK to provide on-premise launderette facilities. They work in partnership with 90% of the UK's top universities, delivering state-of-the-art laundries. Blueleaf were tasked with building a site that reflected their new branding and amalgamating three separate websites into one, to show a simple to use system that incorporated clearly defined end user pages and corporate areas. The site allows users to create an account and top up their Circuit Laundry cards, as well as view when a washing machine is free. They can even receive an email alert when their load has finished.

The site was built using WordPress and then heavily customised to create a tailored, bespoke solution, integrating with Paypal to allow for the laundry card top up feature.

Lindsay Glover, Digital Account Manager at Blueleaf who has worked closely with the Circuit team during the project said:

“This has been a really interesting project to work on as we had to bring three sites into one, whilst targeting two very different audiences (end users and corporates). We also had to keep the strong branding prominent throughout the site. It has been great to see everything come together in a simple, effective and informative site that is used by thousands of students across the country as well as major brands in need of a laundry solution".

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