Poop 911 is a pooper scooper franchise that had a very antiquated website and SEO strategy. Our goals were to align to the new Google algorithm; EAT to increase Google rankings, build brand authority, educate consumers on the value of this service, bring awareness to the market — driving conversion and franchise acquisition.
After several hours of franchisee, prospect customer interviews and market research here’s what we learned…
While Poop 911 is an expert and dominant player in the industry, they fall short in their presentation of content
as it pertains to the user experience.
Google wants trusted brands with high-quality content. The creation of a new brand and overhauling the website will help to add credibility with a high-level of professionalism. Google puts more emphasis around external reviews and online sentiment so that they are giving the highest rankings to a brand people know and trust.
The overhaul of Poop 911 will not only greatly improve the user experience it will provide much needed credibility and trust of the Poop 911 brand. Success with Google means engaging consumers with expert content.
Our first step was to create a clear, professional brand through unifying the following; brand position, brand value, brand elements, and key messaging. We were tasked with educating consumers of the misconceptions of the service.
Next, we’d educate consumers and franchisees through creating high-quality thought leadership content that reinforces the brand value through strategic website content and marketing efforts to drive additional traffic and engagement with the brand.