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920% increase in website leads for Convenience Advertising
Case study – Convenience AdvertisingIndustry: Advertising & Media
About Convenience Advertising

Convenience Advertising is Australia’s bathroom advertising network. Since 1984, the Convenience Advertising team has delivered thousands of behaviour change and advertising campaigns to specific audiences
across the country, in the places where people live, work and play. Their venue network spans across shopping centres, pubs, clubs, universities, and airports in metro, regional and remote Australia.  

Challenge

Convenience Advertising required a website overhaul to address several key issues. This included the introduction of key sections, such as insights articles and case studies, to improve SEO performance and increase visibility. Additionally, the implementation of a custom content management system (CMS) was necessary to enable the team to efficiently update and publish content independently. 

Despite attracting some traffic, the website was not effectively converting visitors into leads, highlighting a significant gap in user engagement. The site's visual identity was another major concern, as it failed to align with the brand’s overall image. The outdated design—from navigation and layout to colours and typography—resulted in confusion and left a negative impression on visitors, ultimately hindering the website's effectiveness as a marketing tool. 

Approach

Utility Creative took a hands-on approach to improving SEO by optimising the website’s content with relevant keywords, enhancing mobile responsiveness, and refining metadata. These adjustments helped improve search engine rankings and brought in more qualified visitors. We also revamped the site’s structure to further boost SEO, optimised key on-page elements, and developed a content strategy focused on terms relevant to Convenience Advertising's target audience. 

Utility Creative also refreshed the website’s visual design to ensure consistency across all pages. The new design aligned with the brand’s identity, creating a more cohesive and professional image. We carefully integrated an updated colour palette, typography, and logo placement, which gave the site a polished and unified appearance. 

To address the challenge of low lead generation, we redesigned and added key information across key areas of the site to encourage user action. We made call-to-action buttons more prominent and simplified the enquiry process to reduce friction and improve overall UX.  

Results
  • 920%
    more sales leads year-on-year
  • 840%
    increase in $ value of sales pipeline
  • 47%
    increased website traffic year-on-year
  • 112%
    increase in brand awareness via Google rankings
Testimonial

Working with Utility Creative on our website redesign was a complete game-changer for Convenience Advertising. Before the redesign, our website was outdated, with inconsistent branding, and it wasn’t converting visitors into leads. Utility Creative not only understood these challenges but approached them with a strategic and thoughtful plan. 

Their expertise in UX design transformed our site into a smooth, user-friendly experience that truly connects with our target audience. They also significantly boosted our search engine ranking, driving more organic traffic and bringing in higher-quality leads. The brand consistency they established has given us a unified and professional identity that resonates with our clients.

Thanks to Utility Creative, our website has become a beautiful digital shopfront and a powerful marketing tool that aligns with and supports our business goals. I highly recommend their team for their creativity, technical expertise, and attention to detail. 

- John Fulcher, Head of Marketing & Communications, Convenience Advertising

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