PROJECT OVERVIEW.

Lachlan from Fortify Security & Electrical came to me (as a freelancer), looking for assistance on content strategy and writing for their new website.

Their new website was to consist of approximately 60 pages, including a mix of service pages, location pages, and product pages for the electrical components and security items they install.

THE SCOPE OF WORK.

Once I had all of the project information from Lachlan, and asked a number of questions to get additional insights, I had the details I needed to put together a plan of attack.

The scope of work looked like this:

Mapping out pages under various subfolders, including security services, electrical services, locations, products, and commercial.
Keyword research for each of these pages, depending on the user-intent.
Structuring the pages in terms of headings and subheadings.
Writing the content for each page.

PROJECT OUTCOMES.

SIGNIFICANT IMPROVEMENT IN ORGANIC PERFORMANCE.

The new website went live on December 19th, 2024. In the three months that followed, organic performance improved significantly, and Fortify saw impressions and clicks move upwards rapidly.

INTERNAL LINKING OPTIMISED.

The internal linking structure was optimised throughout the new website. This makes it much easier for users to navigate from page to page, and improves crawlability, indexability, and overall organic performance.

BETTER QUALITY CONTENT.

I was able to really get to know Fortify and how they work, which allowed me to write content that capture the essence of their business, and talk directly to their ideal customers with authority on electrical and security matters.

INCREASE IN RANKING KEYWORDS.

Thorough keyword research, good-quality writing and targeting the right user queries resulted in a strong improvement in the number of ranking keywords. Fortify is now reaching a wider audience, across each of their key offerings.

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