Case Study: Developing a web presence for Vita Mojo OS

Vita Mojo has a mission to revolutionise the way we order food in restaurants and eating establishments. Founded with a passion for nutrition and adapting restaurant menus to cater fort varying dietary requirements, they developed a restaurant operating system that provides customers with the ability to customise every menu item, displaying all ingredients, allergen information and nutritional information. Combined with that Vita Mojo had one of the best order and inventory management systems which not only gave customers more choice, it provided businesses using the system with better operations management, decreased wastage and improved efficiency.

In 2019 Vita Mojo approached Patch to design and develop a website for its operating system and to provide digital campaigns to generate qualified visits to their website from restaurant owners, operators and managers.

Development and site launch

The website was built on WordPress on a custom template using a design we developed following their brand guidelines, and the end result was a minimalist looking site which matched their brand as well as the look and feel of their operating system.

As a relatively simple website it had just a few objectives:

  • To be a place the Vita Mojo sales team could use to provide a source of information on the product, its features, the brand and its values
  • To be used as a destination for web traffic acquired as a result of marketing campaigns
  • To allow them to be found if someone is looking for them after engaging with offline marketing
  • To be the source of new leads and provide contact information and enquiry forms
  • To have analytics so Vita Mojo could analyse website users with campaign data to get a better understanding of what keywords and topics their users engage and interact with more than others

The site was completed within eight weeks from design sign-off, Vita Mojo supplied their own copy but as a web development and SEO agency we reviewed the copy and optimised it for search taking into account their keyword strategy.

SEO

While the site was being developed, we worked on the SEO strategy. We developed a keyword strategy with the objective of reaching their target market at various stages of the marketing funnel. 

As prospective clients go about their day to day business on the web

Our objective was to stand out for the things prospective clients care about, that Vita Mojo also cares about. Blog posts about topics such as food transparency and allergies allowed Vita Mojo to stand out in the marketplace when its prospective clients were looking into subjects they had in common with the brand. This connection in values offered a form of qualification that this type of user cares about food nutrition, transparency and allergies and could potentially be a sale, prospect, an influencer in a decision-making process or a brand advocate.

As prospective clients begin to identify problems Vita Mojo can solve

You’ve probably heard the story about how Target figured out a teen girl was pregnant before her father did. For years the sweet spot for marketers has been to put a brand’s products in front of their potential customers before the customers have even fully defied a need for them. This is exactly what we did for Vita Mojo through search engine optimisation. By developing blogs on common restaurant pain points our software could solve we were able to stand out as a viable solution to a problem, before a user had even though about changing their restaurant operating system. Blogs such as “how to increase restaurant takings” or “how to reduce restaurant labour costs” allowed the brand to be found by its market as they were looking for solutions that the software could provide.

As prospective clients are looking for solutions like Vita Mojo, but not them directly

This is where the majority of SEO professionals spend the most of their time: fighting over a small set of highly competitive keywords spending a lot of time on frequently going up and going down. SaaS is a highly competitive industry for SEO, often with good web development skills in-house and finding for aggressive campaigns, a more cost effective solution can be applying a tiered approach to qualified traffic acquisition and then as we did for Vita Mojo, decide which high volume broadly qualified keywords we compete for and which are simply too broad, competitive and time consuming that we will use Google Ads as an alternative way to stand out.

This meant we were targeting more applicable high search volume broad keywords such as “Restaurant analytics system” where Vita Mojo had the most impressive suite in the market, and we weren’t competing organically for highly competitive keywords such as “restaurant software” due to the expense, opportunity cost and because in our forecasts we expected a broad keyword like that to convert less than a more qualified one – so actually the lower volume keyword offered a higher number of enquiries despite being easier to gain.

Achieving ranks and planning the campaign

Once we had our keyword strategy, we began competitor research. Competitor research is key in SEO and we’re not talking about the typical competitors you may have considered, we’re talking about those sites that occupy the ranks we want, whether they sell the same products or not.

In competitor research we look at ranking competitor sites, page authority and trust score. We analyse their content, their website structure and their backlinks and we get a thorough understanding of how they have earned the rank we want, and what we have to do to compete. Once we have this information, we’re able to build a road map outlining what on-site and off-site activity needs to be performed in order to get the brand where it needs to be to compete.

As the campaign launched, we began a continued approach to content development and on-page optimisations whilst earning backlinks to provide the site with the authority it required to be competitive. Our web developers maintained top notch site health and we used a method of continuous improvement utilising past data insight to shape future campaign decisions.

Within two to three months of launch we began to see the inbound blogging content strategy working with blogs reaching around 50 organic entrances per month. The cumulative effect of this strategy allowed the brand to quickly get several hundred qualified visitors per month. After the the site had established, we were beginning non-branded keywords such as “restaurant analytics software” ranking on page one and this completed the foundations of our three tier keyword strategy and put the brand in a great position to continue its quick growth trajectory.

Google Ads

To support the SEO strategy, we also had a Google Ads campaign running alongside. The Google Ads campaign targeted broad and high-volume keywords we had decided not to compete for organically at this stage. Targeting some of the lesser qualified keywords in this way allowed us to attract more visitors through Google Ads but by monitoring performance at a keyword level we were able to quickly see which keywords were worth investing more in and which weren’t so effective.

The data in Google Ads allowed us to develop a picture of which aspects of the product and which language the market responded to best, as well as to trial keyword performance before deciding to pursue them in SEO.

The result

We worked with Vita Mojo on a one-year project. The result was an established brand with established positions that provided a steady flow of traffic, a marketing strategy based on continuous improvement as well as a strategy built on solid foundations that the in-house team could use to continue the establishment and growth of the brand.

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