Having produced the previous version on the Mapperley Park Clinic website, the management team asked Absolute to refresh the look and feel and migrate the existing CMS to our latest version -  Absolute v4.

Mapperley Park Clinic realised their target customers were increasingly using the web to find the services they offer.  The resulting website features comprehensive advice and information to enable the potential customer to make an informed decision and also reduce the administrative burden which supplying information can become.

Concentrating on the key areas of the business, we created a suite of graphic hooks, cross sells and call to action that enhanced the user experience.

We created a simple graphic device and colour scheme to represent the four businesses operating within the Mapperley Park group of companies with a supporting  graphic devices to be used for web design, advertising, printed material and signage. The clean lines reflected the clicical culture of the business and helped reflect the size of the business compared to the smaller competitors in the local market.

Mapperlay Park Clinic now ranks on page one, position one for all local organic SERPs, plus the business features strongly on map listings in Google places.

This is supported by a strategic Adwords campaign which Absolute have managed Mapperley Park’s pay-per-click campaign on Google since early 2007 which now accounts for over 80% of their total new enquiries.

Mapperley Park Clinic realised it needed a strong web presence since its target market were using the web to gather information and effectively vet potential suppliers. We produced a fully optimised CMS website featuring comprehensive advice and information enabling the potential customer to make an informed decision.

The website's search engine optimised structure and content has given the site an excellent ranking in Google, which they complement with a successful pay-per-click AdWords campaign, managed by our web marketing team.

In addition to designing, developing, hosting and supporting the Mapperley Park website, Absolute also manages two Google AdWords campaigns on their behalf. One of these is for their core B2C clinic promotion; the other is for the training and consultancy services they offer as a recognised and respected authority in the field.

Absolute began managing Mapperley Park's AdWords campaigns in January 2007, before which the campaigns were managed by their internal marketing team, who had little experience of how AdWords work or how to track the performance and return on investment. Within two months, Absolute had increased the campaigns' click through rate (the percentage of users clicking on the ad) from 0.07% to 2.5%.

Our management of the campaign also resulted in a 5% drop in referrals' bounce rate (the percentage of users who go no further than the first page they encounter). This was achieved in several key ways:

• Selection of keywords
• Creative ad copy
• Topic Specific Linking

Google Analytics was installed and configured by Absolute and isused to produce “dashboard” statistics, such as bounce rate, time on site and percentage of new users. It is also used to a more advanced level to allow us to examine an ad on keyword basis and how successfully the campaign is referring users to the site.

As a high proportion of enquiries generated by the website are carried out via telephone, Absolute suggested that a unique telephone number be used solely on the Mapperley Park website. This has allowed their marketing team to accurately measure the volume of enquiries and then cross reference this intelligence with their AdWords spend to gauge their return on investment.

While Mapperley Park have the peace of mind of guaranteed search engine placement via this pay-per-click activity, Absolute continue to ensure that their organic search engine optimisation potential is maximised. Careful structuring of key pages and internal linking structures (as well as inbound links from established industry sites) has resulting in Mapperley Park's site continuing to appear high on Google. For example, searching for “tattoo removal nottingham” returns Mapperley Park at position one in the natural results as well as high on the AdWords.

At present, the website is generating approximately 60% of new enquiries, around half of which are referred via the Google AdWords campaign.

Mobile devices are becoming increasingly important in terms of consumer behaviour. Google Analytics shows us how customers are accessing our websites and whilst examining the data for Mapperley Park Clinic, one of our long standing cosmetic clients, we discovered that over 10% of users were accessing their website from iPhones.

This statistic has risen dramatically over the last 12 months and, with the increasing uptake of iPhones, as well as other smartphones such as Google Android and Windows 7 Phone, it was decided to commission a version of the website optimised for these devices.

We created a new module for our content management system - Absolute CMS 4.0 - which detects which device the user is accessing the site via and renders the appropriate version on-screen. While all our sites are designed to be compatible with smartphones, the smartphone version of the site is designed to better suit the smaller screen size and has direct touch-links to allow users to call Mapperley Park straight from the site. Also, because of the templating nature of the Absolute CMS 4.0, the mobile version of the site took only three days to develop.

An additional benefit for our customers is that the same content used on the desktop version of the site is repurposed on the mobile version, so there is no extra work involved in order to manage or populate the site. Existing functionality, such as ‘meet the team', ‘news' and ‘treatment directory', appear in both versions without modification.