For a name that had been in the business long enough to see many changes at Auckland Airport, Skyway was ready to make some changes of its own. In 2007 Skyway Airport Parking signed on with The Web Company to do some online marketing.
In the real world, Skyway had a good percentage of the market share for short- and long-term parking at Auckland Airport. The online space had yet to reach its potential and the team at Skyway had high expectations of what that potential was.
The initial project involved giving Skyway’s website an SEO (search engine optimisation) revamp, which meant that the content and navigation were optimised to achieve better website rankings on search engines. Conversion factors and influences on the website were analysed with an aim to improve them and a secondary Pay Per Click Advertising (PPC) campaign was also undertaken.
After achieving some great results for both their website and PPC campaign, to take their online marketing to the next level, Skyway signed on for a year-long SEO contract with The Web Company.
The main challenge with this project was the amount of competitors and the competition Skyway had, particularly within the online space.
Skyway offered a higher-end service and delivered quality second to none; they did not compete on price. One of the primary goals of the website was to generate more bookings online without reducing Skyway’s price. The Web Company was determined to increase the online branding exposure for Skyway in the online space and promote Skyway’s unique selling points.
A secondary challenge with this project was that the existing website, which had been built by another company, did not offer the most search engine friendly platform to work with.
The plan was to show Skyway the results that were achievable through their initial optimisation work and PPC advertising. Achieving that initial success gave Skyway the confidence to move onto a larger campaign.
SEO is an ongoing process that can take months to see significant results. With that in mind, The Web Company achieved excellent search engine rankings for Skyway with all terms related to Auckland Airport parking. Traffic increased and those visiting the site converted into more online bookings.
The process was monitored and ongoing modifications made to the site based on both analytics and input from Skyway. Because of the high numbers of consistent traffic, it was visible almost immediately how changes to the site impacted conversion rates.
With Skyway the results speak for themselves. Within 8 months time their traffic doubled and online bookings increased by 30%. Skyway has extended its business in the past year with a new business unit, Skyway Valet Parking.
The success of this project was a result of the successful working relationship between Skyway and The Web Company. From Skyway, Rodney and Lex provided an enormous amount of knowledge of their industry and remained dedicated to using online marketing as a primary channel for their marketing. The Web Company provided consistent delivery with exceptional results.
TWC understood exactly our brief for development of our website and have shown knowledge and great enthusiasm for this project. The brief for a working, simple and memorable web experience has been met, with great success. The website reflects the style and look of our physical store.
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