At Image Management, we believe that the words we use significantly influence how our messages are received. This principle guided us through a recent rebranding initiative that we are excited to share with you.
At the beginning of 2024, we undertook a project to retire the term 'SEO' for one of our key service offerings. After careful analysis of our client base and an audit of our agency's capabilities, we decided to rebrand this service as 'Website Maintenance.'
Understanding Our Clients
Our ideal clients are companies or organizations with little to no internal digital marketing support. These businesses rely on us to help them navigate the complex world of online marketing and ensure their websites are not only up-to-date but also optimized for success. Our comprehensive website maintenance program includes:
- Technical SEO
- On-Page SEO
- Content Marketing
- Social Media Management
- Paid Advertising
- Web Design
- Direct Website Support
The Challenge with 'SEO'
The term 'SEO' has often been misunderstood and sometimes carries negative connotations. Many clients have experienced letdowns and unmet expectations after investing in SEO services, largely due to a lack of understanding about how SEO works and the unrealistic promises made by some providers.
A Strategic Shift
To address this, we rebranded our 'SEO' service to 'Website Maintenance.' This change was more than just a new name; it represented a shift in how we communicate the value of our services and set expectations with our clients.
Benefits of Rebranding
Rebranding our 'SEO' service to 'Website Maintenance' has brought about several significant benefits for both our clients and our team:
Clearer Expectations
By changing the terminology, we were able to set more realistic expectations with our clients about what our services could achieve.
Enhanced Communication
We now focus on ongoing website care, including the proper setup of tools like Google Analytics and Google Search Console, and understanding each client's value proposition and ideal customer profile.
Internal Improvements
This rebranding initiative also helped us define roles more clearly within our team, enhancing accountability and improving our internal structure.
Client Satisfaction
Most importantly, this change has improved our clients' understanding and satisfaction with our services. They now see the true value of what we offer and understand the ongoing nature of effective website maintenance.
Why Words Matter
This initiative reinforced our core belief that words matter. They shape perceptions, set expectations, and ultimately determine the success of our communications. Effective communication is key to all relationships, and in business, it is crucial for building trust and achieving results.
Join the Conversation
What do you find unclear about SEO or digital marketing? Have you experienced a situation where a simple change in wording made a significant difference? Let's start a conversation and help each other gain some clarity.
Thank you to Andrew Holland for his insightful content, which continually inspires us to share our experiences and expertise.
Published on June 21, 2024