PhytoVista
A bespoke lead-gen website for a 6-month SEO campaign that increased organic traffic by 223% for the UK's premium CBD testing laboratory.
Project Overview
PhytoVista Laboratories are the UK's premium cannabinoid testing laboratory. Their team provide expert advice and support to suppliers, distributors and manufacturers, helping them to deliver the safest, high-quality CBD products to the UK marketplace.
We were first approached by Sophie and the analytical chemists in 2019 for a new lead-gen website and digital marketing strategy that would run over a 6-month campaign to promote analytical testing services.
The website needed to be accessible for both the manufacturers and suppliers submitting product samples for analytical testing and for the scientists who would receive sample requests in the required PDF format for internal processing.
The campaign officially launched in July 2019 and we couldn't have predicted the results. We gained 58 organic keywords indexed with Google and secured 5 highly lucrative and competitive CBD related keywords in the top 3 positions of the SERPs. We were very happy and so was the client!
Project Details
- Bespoke design
- Lead generation
- Automated PDF generation
- Modular page layout
- Blog
- SEO campaign
84%
Lighthouse SEO score
52.63%
Increase in organic keywords
223%
Increase in organic traffic
176%
Increase in conversions
Bringing the website up to date
In 2019, PhytoVista Laboratories refreshed its website for the first time in three years since it was first built in-house. At the start of the project, we were invited to exchange ideas on how the website design could be improved to reflect the company's true identity.
The scientists were looking for a site that could act as a resource hub to support their latest research, articles and papers, and as a lead capture tool with automatic PDF generation for product sample testing, and new customer enquiries.
Collaborative design
We led a workshop discovery session with PhytoVista Laboratories which allowed us to exchange ideas and agree on the target audience, their journey and what information was required at each point of the journey.
With the final content and sitemap approved the wireframes were created ready for interactive prototyping. From here we were able to share the wireframes with everyone involved in the project. This gave PhytoVista Laboratories an opportunity to provide feedback and add comments throughout the entire design process.
Inspired by nature
The website needed to attract suppliers and manufacturers of CBD products while reflecting the scientific nature of PhytoVista Laboratories expertise and lab testing services.
To create this we used natural tones of colour with a simple white background and black text, with the call to actions using striking green colours that invite customers to get in touch for both enquiries and product sample testing. We made a custom sticky bar for both desktop and mobile devices which keeps call to actions on the screen at all times.
The website was made more visually appealing to manufacturers and suppliers of CBD products through the use of lab photography and hemp leaves associated with the cannabinoid extraction process.
SEO content marketing campaign
The analytical chemists had no blog content prior to the new website launch. We knew without any blog content the new website would struggle to gain any organic traffic.
In June 2019 we kick-started the website launch with an SEO campaign powered by in-depth keyword research, and we created five highly optimised articles with buzzwords targeted for the CDB industry such as “CBD Law” and “Heavy Metal Testing”.
Within just 6 months of launching the SEO campaign, PhytoVista Laboratories witnessed explosive organic keyword growth, and by January 2020 we gained 58 new organic keywords indexed with 5 highly lucrative keywords positioned in the top 3 of SERPs:
The results were a rapid 223.21% increase in organic traffic to the PhytoVista Laboratories website:
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