Optimizing Catering Leads for Wolfgang Puck Catering

Focused on attracting catering seekers nationwide, our team used a few proven digital marketing strategies to accomplish the task of not only driving traffic to catering landing pages but converting users into qualified leads. First, we dove into keyword research for both Google Ads and organic search queries. Then we ran our ads and monitored our organic search results.

While both of these strategies worked as expected, and our impressions and click through rates were high, we made one final adjustment to re-design the catering landing pages. By keeping our inquiry form “sticky” on the left hand side of the page, and compacting bulky information on mobile screen sizes, we gave users a constant opportunity to convert into catering inquiries. Additionally, consolidating information into carousels and accordions allowed for cleaner, more interactive user experience.

Getting Into the Details

Local SEO can be a great way to grab low hanging fruit. But by offering location based catering at preferred venues, rather than a physical brick-and-mortar location, Wolfgang Puck Catering‘s location pages required some extra attention in order to drive qualified catering leads.

It was paramount that we tackled injecting keyword rich data into our on-page copy and meta data. Additionally we paid close attention to our location page structured data, which made a huge impact in our organic results. With these two strategies in place our pages began performing well in search, but we didn’t love how our users were interacting with the pages themselves.

Our next step was to re-design the page so that we could consolidate information and offer constant opportunity to convert. Moving the inquiry form into a sticky sidebar ensured that users never left the funnel, and moving information into accordions and carousels made sure the page wasn’t an information overload.

We even went a step further on mobile. Condensing every section into an accordion dropdown and keeping a sticky inquiry button at the bottom of the page allowed users to click into areas of interest without losing the ability to easily find the inquiry form.