Westminster City Council

Website content, SEO, inbound marketing campaigns, emailers, HubSpot

westminster

Building traffic and leads with WordPress, HubSpot and Salesforce

Visit the website

43%

Top Landing page Submissions

67%

Average email open rate over 2 years

99%

Average email delivery rate over 2 years

cl

Who works with this client:

Vaughn

Dan

The Client

Westminster City’s Commercial Waste Service provides business waste and recycling services within the Westminster area of London. Commercial Waste’s position as a revenue earning part of the council has become increasingly important over the past few years, due to cuts in central funding to councils. When Toast Inbound were first approached by Commercial Waste, their only online presence was a couple of pages on Westminster Council’s website. In order to compete with private companies trying to take work away from the council, it became clear that a new website was needed to maximise revenue and compete in a tough marketplace.

Once the website was live, the emphasis switched to creating a Digital Marketing strategy and implemented Inbound Marketing with HubSpot to support it. The core of this was to create content.

OBJECTIVES

  • Grow the presence of their service to compete with competition
  • Maintain their website to a high standard
  • Add functionality to their website
  • Prove ROI
  • Produce content for all levels of the sales funnel
  • Increase ways in which prospects and customers could interact online

DELIVERABLES

  • Created over 12 bits of premium content – ranging from case studies to sector guides
  • For each case study that is downloaded, there is an associated landing page and Workflow in place, designed to nurture leads
  • As well as quarterly premium content, we continue to provide on-going content creation through writing and optimising blogs for SEO purposes to rank for chosen keywords. We also publish these on their various social media accounts
  • Different content created aimed at different stages of the funnel. Top of the funnel content includes: “How to reduce waste” and examples of content at the bottom includes: “Why choose Westminster City Commercial Waste”
  • We integrated HubSpot with Salesforce to get a greater understanding of the customer journey. This not only helped us with our digital marketing efforts, but also helped those in the sales team see the complete customer timeline
  • We continue to maintain their website, add functionality (such as new carbon calculator, A-Z guide of services) and manage their SEO

KEY RESULTS

Since taking on the client in October 2015 and integrating HubSpot in July 2015…

  • Website now has 261 posts and 54 pages
  • Nearly 20,000 emails sent with an open rate of 67.1% and a 5% click-through-rate
  • 50+ landing pages, with the top landing page having a 43% submission rate
  • On average, the website receives over 12,000 page views a month
  • 74 search terms rank on the first page of Google

WHAT DID TOAST INBOUND LEARN

Working with Westminster Commercial Waste highlighted how beneficial it is to develop a strong relationship with a client. Commercial Waste trust us and invite us to show ways that we can help. On a Digital Marketing level, working on this account has allowed us to demonstrate the balance between SEO, content creation and marketing automation. Content and good SEO are designed to attract and marketing automation is the response to maximise conversions.

Digital Marketing in London, Westminster

Although our office is based in Banbury, Oxfordshire, we work with businesses all over the country. Westminster City Council is located in the heart of London, we are able to successfully provide them with a full range of digital marketing services from Oxfordshire by having good and transparent communication whether that be through project management tools such as Basecamp, phone calls, emails or face to face catch ups.

"Working with Vaughn and his team at Toast has allowed us to get ahead of the competition and grow our service significantly. Their personal approach and expertise is invaluable. I won't hesitate to recommend him."

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Head of Commercial Waste Services

Serviced used:

Digital Marketing Agency
Digital Marketing Agency
Conversion Rate Optimisation
Conversion Rate Optimisation
Help with HubSpot
Help with HubSpot
Inbound Marketing Agency
Inbound Marketing Agency
Content Strategy Workshop
Content Strategy Workshop
Content Marketing
Content Marketing
Digital Marketing Training and Workshops
Digital Marketing Training and Workshops
Inbound Sales
Inbound Sales
Social Media
Social Media
Lead Generation
Lead Generation
Lead Nurturing
Lead Nurturing
SEO – Search Engine Optimisation
SEO – Search Engine Optimisation
Website SEO Audit
Website SEO Audit

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