Svoy Potolok

Project Description

‘Svoy Potolok’ is a company specialising in the installation of stretch ceilings in St. Petersburg. The main goal of the project is to increase the number of applications through the website, strengthen local market positions and increase brand recognition in a highly competitive market.

Objectives

1. Develop a user-friendly and functional website with a focus on conversion rates
2. Create a transparent price list with an online cost calculator
3. Fill the site with sales content, including portfolio and SEO optimised texts.
4. Conduct SEO promotion to grow organic traffic.
5. Strengthen your reputation through SERM (review and mention management).
6. Increase brand awareness through localised promotion.
7. Launch Advertising in Yandex Direct
8. Start Advertising in Yandex business
9. Run an advert in Avito

Implemented Actions

1. Site Creation

• Created a responsive website with a mobile version.
• Key Features Implemented:
  • Online calculator for calculating the cost of the ceiling (selecting the type of fabric, area, additional options).
  • Application form with geolocation (indication of St. Petersburg district).
  • Portfolio with photos of completed works.
  • Testimonial section.

2. Price list and content

• A detailed price list with prices for materials and services (PVC, fabric ceilings, backlighting) has been developed.
• Site Content:
  • SEO-texts for key queries (‘stretch ceilings SPb’, ‘ceiling installation inexpensive’).
  • Guide articles: ‘How to Choose a Ceiling’, “Advantages of Matt Canvases”.

3. Advertising Campaigns

• Yandex.Direct:
  • Setting up campaigns with a focus on key queries (‘turnkey ceiling installation’, ‘stretch ceilings price’).
  • Advertising banners with examples of work and special offers.
  • CTR – 6.5%, cost per lead – 550 rubles.
• Avito:
  • Placing Adverts.
  • Use of promotional tags ‘Promotion’, ‘Free measurement’.
  • Conversion to applications – 30%.

4. SEO-promotion

• Creation of semantic core (500+ queries).
• Optimisation of meta tags, titles, alt tags of images.
• Speed up site loading to 1.8 sec (Google PageSpeed).
• Position growth:
  • Top 3 by queries ‘stretch ceilings St. Petersburg’ (+35% of traffic).
  • Top 5 for low-frequency queries (‘bedroom ceiling installation’).