About Terminix
Terminix is a well-known international pest control company with over 90 years of experience. Terminix has expanded into Canada in the past few years by acquiring local pest control companies across the country.
The Challenge
Terminix came to Lime Advertising to build a strong digital presence across Canada. The main objective was for the company to grow by building nationwide brand awareness and generating more leads.
At the start, there was no Terminix Canada website. Instead, there were only six local websites operating under different brand names, developed, and maintained by six different companies.
After conducting the first audit of all six websites, it was clear that users were lost and disoriented. There were no web form lead submissions. Some of the content was good for SEO, but it did not generate conversions. Terminix Canada needed a clear path for their users to take and the overall brand awareness to get them there.
The Solution
We started with a rebranding strategy for existing local websites as well as building websites serving as an interim solution for the final national website. Important implementations included local SEO strategy and custom-created content.
The first thing solved was a lack of online leads. We started with an efficient, user-friendly web form that asked users for just enough information to tell Terminix Canada about their issue – geared towards both B2C and B2B. Improving the websites’ forms, this enabled us to discover how many commercial versus residential leads Terminix Canada had.
We then built a new national website for Terminix Canada. This included restructured content and navigation, national and local SEO focused content, organized content with audience segments (B2B or B2C) in mind, improved look and feel, and a series of monthly blog posts. Ongoing goals include increasing session duration and increasing lead volume while decreasing cost per lead.
The Results
By building, executing, and optimizing the national Terminix Canada website with B2C and B2B strategies, we can better serve their customers and increase the authority of their main corporate site. Comparing February 2022 to February 2021, we reported:
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