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Atlantic Case Study
Long term Harmony customers, Pentagon, turned to Harmony to lift their new project Atlantic off the bottom of Google after long term success with EuroDebt.com
Atlantic Finance (UK) Limited provides commercial debt adjustment and commercial debt counselling services. They are a subsidiary of Pentagon (UK) Limited, one of the UK's largest fee charging debt solution providers. Pentagon and Harmony have had a long and productive relationship stretching back over eleven years.
Pentagon turned to Harmony in late February 2010 to take over the existing Atlantic Financial Management website, which had a newly established brand and style which they were keen to maintain and extend. They chose Harmony after a decade of the company creating and maintaining the web presence for another of Pentagon's subsidiaries, EuroDebt.
Harmony worked with Atlantic to firstly amend the fundamental code foundation of the website. This allowed Harmony to clean and extract the code, creating a semantic code structure that is easily maintained. URL rewriting was also applied to the site to enhance the SEO potential of the naming of URLs, and dynamic sitemaps for the news were established. Finally, to ensure a seamless move from one site setup to another, error handling and redirection were established to ensure historic links were not severed, but updated, and Google listings updated as efficiently as possible.
Atlantic focuses its efforts on a strong core set of services: Debt Advice, Debt Management, IVAs, Trust Deeds and Bankruptcy Assistance. The site also features text and video news on financial and debt issues that may be of interest and concern to their clients and potential clients.
The news is published on a regular basis, allowing the diversification of the site's content, sitting alongside Atlantic's own press releases and regular comments on current news. Harmony allows for the syndication of the news with RSS, and encourages the prompt indexing with dynamic sitemaps. The news has also allowed Atlantic to submit the site a source for Google News, increasing their coverage.
Atlantic's video news has enabled Atlantic to film specially written service videos displayed on their service pages alongside their text content. This allows them to offer two types of medium for communicating their message with potential clients. Additionally, the video news is also exported to Atlantic's YouTube presence, where the videos can be found by the wider community, who may arrive at Atlantic through more diverse means and related videos, rather than a conventional search engine result.
Using email, Atlantic not only markets out to customers through email artwork created by Harmony for mass distribution, but also uses the power of Harmony's real-time email response forms, through MyHarmony. By linking the online form directly to Atlantic's main call centre, during Atlantic's operating hours, a potential client can receive a free call back in a matter of minutes from an Atlantic financial advisor, if they submit an enquiry. All enquirers receive a custom auto-responder with informative information on how to proceed, even out of hours. Email marketing through MyHarmony allows Atlantic to manage multiple mailing lists, allowing recipients to unsubscribe from mailing with a single click, keeping list hygiene and legal compliancy simple.
Atlantic's long term plans for their web presence include service specific mini-sites, an extended network of partner sites to distribute news and press releases with, and continued growth and refinement of the site and online services. By ensuring all press releases, news stories and communications published by Atlantic contain relevant service links, Atlantic maximise their referral potential.
The Atlantic site was re-launched in late April 2010, and the first week's statistics gathered formed a benchmark for the site's keyword coverage, ranking, traffic levels, back-links and traffic behaviour. Harmony continues to monitor this closely, using it to adjust and refine the long term web marketing strategy for Atlantic. In partnership with Atlantic and their established network, the site quickly re-indexed on Google, and shot from being listed outside the top 500 for all desired phrases to within the top 100 for several in a few days – just on the back of a quiet re-launch. The site continues to climb in this highly competitive market.
