Since our client was facing strong competition, we decided to focus on consumer trust as their Unique Selling Point (USP). We started to create content that would help their clients: the students. We wrote blog content for their website with converting keywords in the market. Rather than only being beneficial for promotion, this added value to the students and cultivated consumer trust. The virtual tours provided a transparent showcase of the rooms and houses. The instructions, conditions and descriptions were clear and straightforward so that students could feel safe with the property management company. All the content on the website had high converting keywords to increase search engine ranking. We also optimized the website layout to improve user experience, implemented SEO fundamentals, and built their cross-channel conversion tracking system. Then, we launched Google AdWords and Facebook campaigns. We found this to be the most effective strategy for clients with a brand new site based on our experience.
