Business.gov is a government site providing valuable information for small businesses.  Based on the presidential e-government initiative, the site is designed to be a one stop shop where small business owners can find the resources they need to start and manage their business.  Wanting to increase visibility and traffic to the site, Business.gov hired Brook Group in conjunction with ENC Marketing and Communications to develop a comprehensive marketing strategy.  Brook Group was brought in to handle the search engine optimization and Internet marketing.

Doing Business With the Government

After a thorough discovery session with the Business.gov staff, we proceeded to craft and Internet marketing strategy that included natural SEO, banner advertisements and pay per click.

We started by researching the terms small business owners use to find the type of information Business.gov provides.  We spent time examining similar sites as well as other government destinations.  We analyzed the main pages of the site to determine where SEO could be improved.

We also designed ads for placement on popular small business sites to drive visitors to ad-specific landing pages.  We set up a pay per click campaign based on the content of the site, sending visitors to the desired location rather than the home page. 

Visible Results

Based on the Business.gov Web analytics program, our efforts, along with the traditional marketing conducted by ENC, have created a dramatic increase in the traffic to the site, as well as a marked upswing in brand awareness.