Driving growth for a road safety website
Road Sense Australia is on a mission to reduce the number of car accidents and associated injuries across our country. But to spread road safety awareness and promote invaluable training, they needed an informative website that would encourage users to partake in driver education programs.
So, we took the wheel. Redback replaced Road Sense’s clunky outdated site with a clean and contemporary custom road safety website design that can scale with their resources. Complete with an SEO strategy to grow organic traffic, our bespoke solution has already succeeded in revving up the charity’s online presence and conversions.
AUSTRALIA' BEST COMMUNITY ROAD SAFETY ORGANISATION
7.3 x Return On Ad Spend (ROAS)
20 % Reduction in ad costs
1300 + New ranked keywords
171 % Increase in organic traffic
Design features
Easy navigation
Design features
Engaging figures
Design features
Vivid visuals
Design features
Powerful testimonials
SEO content strategy
Optimised to fuel organic traffic
One of the core reasons underpinning this website revamp was to reach more traffic offenders and young drivers on Google. To help direct organic traffic to the TOIP course and other key landing pages, we implemented a comprehensive SEO strategy.
From start to finish, our web team stuck to the highest design and development standards, such as using clean code, accelerating site speed and actioning 301 redirects.
Meanwhile, our SEO specialists carried out in-depth audits and keyword research to highlight content opportunities, inform the sitemap and develop a tactical blog planner. We also took care of SEO copywriting for the TOIP page, weaving in all the right terms.
The result? Road Sense Australia now ranks for over a thousand new keywords for topics like drivers’ education, road safety and traffic offences. In turn, organic traffic has almost tripled since launch!
Cost-effective paid search ads on Google
Boosting enrollments in the TOIP course was Road Sense Australia’s top priority throughout this project. As all of these bookings take place through their website, we had to ensure the numbers didn’t drop off after launch. That’s why our paid search experts took control of their Google Ads.
By devising, implementing and optimising ad campaigns with high-precision targeting we were able to retain and grow bookings whilst also strengthening return on ad spend significantly, cutting down spend on a range of wasteful keywords and audiences.
Designed to drive action
To pave the way for ongoing success, we built a scalable road safety website with simple UX and easy-to-manage content.
From the get-go, we made sure this new website would be simple for Road Sense Australia to edit and expand. Equipped with a user-friendly backend, even their least tech-savvy team member can update and add pages in a few clicks.
We also structured the site to feature clear course content, strong trust symbols and prominent calls to action. Together, these elements encourage enrollment in the Traffic Offenders Intervention Program (TOIP) course and enquiries about other upcoming programs.
And having just completed a UX audit to identify even more opportunities, we’ll keep making updates to further propel results.
The result so far
We’ve exceeded client expectations already! Since the launch of the new website, there has been a significant improvement in ranked keywords, organic traffic and return on overall marketing investment.
To keep up this success, we continue to work on Road Sense Australia’s SEO/link building and Google Ads management strategies. It’s safe to say our journey together has just begun…
You may also like
Website & branding for an Ecommerce trailblazer
Finalist in the Best Ecommerce Website category and won Best Medium Business Website at the 2022 Australian Web Awards.
Get started
New project to discuss? Need results?
Complete our quick enquiry form and we'll be in touch!
