How We Approached Designing our First Website for a National Brand

 

This summer we launched a new website design for Cape Cod Mosquito Squad, a tick and mosquito control company in Wellfleet, Massachusetts on Cape Cod.  Cape Cod Mosquito Squad is a locally-owned franchise of Mosquito Squad that uses safe and effective methods to stop ticks and mosquitoes to prevent disease and help people enjoy their yards. The first time we spoke to Curt Felix about his website he said, “I am spending a lot of money on advertising and I want to get more customers through my website on Google.”

When Curt started Mosquito Squad in 2014 he first got the idea from his wife Suzanne Gray who helps entrepreneurs find franchise opportunities through Entrepreneur Source. Curt spent three years volunteering as an environmentalist to start the Wellfleet Oyster Project and was looking for a new business. After seeing too many friends suffer from Lyme Disease, Mosquito Squad gave Curt a way to make life on the Cape better by eliminating pests and helping people avoid disease with environmentally protective products.

The original website provided by Mosquito Squad was perfect for getting the business started but lacked features Curt needed to grow. The site was not fully mobile-ready and did not have important features like providing a thumb-click button to call the business on a smartphone. The site was also hard to update and information was not organized in a way that made it easy for users to find what they wanted.

As a Squarespace Developer, Menadena chose Squarespace as the best way to solve these problems efficiently and at a reasonable cost. As a smaller web design firm one of our main concerns is to make sure our clients have the support they need in case of our absence. Squarespace not only provides great 24/7/365 customer support, but there is also a large, easily-accessible developer community that can step in at any time to fill our place should the need arise.

We also wanted to make sure that once the site was up and running it would get found by new customers. Squarespace provides all the tools we needed for great onsite search engine optimization (SEO), including title tags, meta descriptions, URLs, ALT tags, sitemap.xml and robots.txt files, automatically generated canonical URL tags, and Google AuthorRank support. In order to track and optimize the site’s performance in organic search over time, we set up a Moz Pro campaign using Google Analytics and Google Webmaster Tools.

To improve the site’s result’s in search, we set up a YouTube branded channel for Cape Cod Mosquito Squad using content provided by Mosquito Squad. Having professionally produced videos to tell the Mosquito Squad story is a unique marketing tool that none of the competitors we saw on the Cape were using. Once the content was on YouTube, we were able to stream it to the website to further improve user experience by providing an additional way for people to learn.

Getting Google listings right is a top priority and we scrubbed Cape Cod Mosquito Squad’s Google profile to make sure it was optimized for search. In the process, we discovered several duplicate profiles that needed to be eliminated. As a result, Cape Cod Mosquito Squad’s Google My Business profile now shows Google Maps, Google+, and YouTube, and comes up in the 3-pack at the top of local search results for many of our targeted keywords.

Mosquito Squad uses a sophisticated digital marketing platform that we updated and integrated into the new website. This included digital marketing management tools for call tracking, reputation management, social media mangement, and local listings, as well as Google Analytics, AdWords, Tags, and Webmaster Tools.  Final approval for the website launch was given by the inbound marketing team at franchise headquarters following a review of copy, images, and branding.

For more information, see the press release we wrote and feel free to leave us comments or questions here or through social media sites.