Catholic Cemeteries of Fairfield County
Catholic Cemeteries of Fairfield County (Catholic Cemeteries) hired Keystone to design and develop a new website that better met their goals.
After launch, the Cemeteries hired Keystone for SEO and lead generation services.
The Background
Catholic Cemeteries has nine active cemeteries in Fairfield County, Connecticut, and its old website was getting buried (pun intended) in search results. When someone searched explicitly for one of its cemeteries by name, the results often came after Find a Grave, Yelp, Billion Graves, and other online cemetery directories.
Most importantly, their website’s online contact forms received almost no submissions. They understood that effective websites offer great success. And their current website was not cutting it. Keystone to the rescue!
Catholic Cemeteries hired Keystone to create a new website that would meet these specific online business goals:
- Attract more organic traffic/search engine optimization (SEO)
- Convert traffic to either calls or online for submittals
- Advance planning
- At-need inquiries
The Strategy
Increase Organic Traffic with Each Cemetery having a Unique Landing Page
To increase local, organic website traffic, Keystone capitalized on the fact that each of its cemeteries is in a different town in Connecticut. Keystone planned to create a separate page for each cemetery when strategizing the website.
These new cemetery pages were carefully crafted to leverage all possible local, on-page search engine optimization (SEO) tactics.
Converting More Traffic with Better Calls to Action
The new website prioritizes user experience. When strategizing various web page layouts, careful attention was paid to using design and color to influence eye movement.
Each cemetery page has its contact form, decreasing friction for website visitors.
There are calls for advance planning with links to a well-designed landing page using gateway content to collect the email addresses of highly qualified prospects.
Keystone Media is on retainer by the Cemeteries to continuously improve website results.
The Impact
In February 2023, the month before Catholic Cemeteries launched its new website, total website traffic was 898, with NO inquiries.
In February 2024, website traffic was 1747, with organic traffic at 945.
The best news is that Catholic Cemeteries had a total of 161 form submittals or advance-planning guide downloads. An amazing success!
| Traffic | Inquiries | |
| February 2023 | 898 | 0 |
| February 2024 | 1747 | 161 |
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