Compass Pharma Services was purchased in July 2007 by a private equity group.  After the new company owners made significant improvements in the operations and systems, they focused on a rebranding effort with a new logo, collateral material and website.

Although the company website had been operational since the acquisition, monthly traffic averaged less than 9,000 visitors per month and few sales leads.  The site was also not ranked well in search engines for critical pharmaceutical packaging search terms.

Solution

Optimal Conversions developed a comprehensive branding and marketing strategy for the company.  As part of the campaign we performed the following services:

• Conducted an in-depth messaging exercise with the entire management team that established a strategic framework for all marketing materials.
• Managed the web programming and art direction team to create a distinctive new graphic design for the site comprising original art plus still life studio and location photography.  
• Conceived, researched and wrote 40-pages of web content.
• Optimized the content of each page with a careful selection of keywords and phrases that are most likely to attract attention from potential customers.  
• Programmed the site to be search engine friendly using common keywords, in navigation links, title tags and meta descriptions
• Developed a comprehensive on-line PR and link building strategy to increase non-paid advertising traffic.
• Created a pay-per-click ad program with text-based Google ads linked to highly relevant keyword terms.

Results

• Three-fold improvement in site traffic; 10 sales inquiries per month
• More than 95% of site content is indexed in all major by search engines
• Page One ranking on Google for search terms including “contract pharma packaging,” and “cGMP packaging”