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City Equities Ltd. positions itself as ‘The Specialist in Penny Shares.’ The business focuses exclusively on the smaller companies sector, where there is the potential to deliver substantial capital growth.
The key benefits City Equities offer their customers is access to new issues and placings not otherwise available to the general public, together with an ability to deliver commission free purchases, which they can offer when they are acting as an investment principal.
The company only deals in UK-listed stocks on the Alternative Investment Market (AIM).
City Equities has its own branded website – www.cityequities.co.uk - and also owns www.pennysharesonline.co.uk.
As a long established player in this specialist sector, City Equities enjoys high natural search rankings for both domain names.
This prominence gives them a competitive advantage over PPC rivals, who do not enjoy the natural search rankings that City Equities has built overtime.
Despite having an excellent natural presence around specific Penny Share key words, City Equities recognized that there was an opportunity to build additional traffic to the website.
When they were approached by WRS, who shared a similar belief, they were open to recommendations as to how this could be achieved.
WRS proposed a three-pronged approach, which involved:
City Equities accepted the proposal not only because of the strength of the research and thinking around their brand, but because a Risk & Reward element was included within the remuneration package.
This reduced the risk of the initial engagement, and ensured that WRS were totally focused on building high quality traffic, that would be converted into real business.
The initial engagement has now been extended into a rolling six-month contract, with WRS being paid a fee per completed transaction.
According to Amy Johnson, Marketing Manager of City Equities: ”We were confident that we had the fundamentals right in the online environment, as we had such strong natural search rankings because of our expertise in this area. But we recognized that we needed to get the website working harder for the business by generating and converting more traffic.”
“WRS have given us the specialist Search Engine Marketing knowledge that we needed to be even more effective and competitive online. We are now reaping the rewards with more traffic, and most importantly – traffic that is actually being converted into high value sales for the business.”
Johnson concluded: ”WRS’s approach to remuneration was certainly a factor in the initial engagement, as it enabled us to try a new approach without having to make a heavy up-front commitment. We’re now working together in a long-term relationship which is producing rewards for both parties - rewards which reflect the risk that WRS took in terms of the start-up work load, and rewards for our business in terms of highly profitable converted sales.”
WRS is a registered trademark of Factotum Creative Ltd
