How Yell boosted production quality and decreased churn with website audits
Challenge
Yell identified four key problems they wanted to solve:
- The ability to benchmark a website's quality that was in place immediately at production and maintained during the lifespan of the customer's website
- To automate manual checks and website auditing to gain time and cost efficiencies
- A customer-friendly solution that clearly demonstrated the value Yell provided in the build process quality and highlighted opportunities to upsell
- To enable high-level decision-making, by producing aggregated reporting for Yell's 36k-strong website client-base
Approach
Yell evaluated multiple website auditing tools but ultimately chose Insites as a complete end-to-end solution to measure website performance for their sales, fulfilment, and customer service teams.
Two factors were decisive in Yell selecting Insites as their solution provider:
- User-friendliness - The Insites SEO audit interface is suitable to be used by both external and internal users of mixed skill sets and skill levels
- Flexibility - Unlike other local SEO auditing tools, the Insites audit and interface were adaptable to Yell's specific business needs as a provider that sells at scale and needed a white-labelled audit to share with customers
As Yell re-engineered their website auditing processes, Insites tailored the platform to support their objectives and the comprehensive website audit was adapted to complement Yell's multi-tiered product offering.
Solution
The outcome for Yell, particularly for the production and in-life teams, was Insites becoming the primary reference point for customers' digital health across the organisation.
In sales, the new Insites website audit is an essential tool in their pitching process. Agents can quickly and easily identify gaps in a customer's digital presence and highlight these, showing how Yell's solutions will resolve these.
In production, agents focus on delivering to the set quality standard. Problem areas can be identified and swiftly resolved before the website is set live. At a managerial level, individual agent performance can be tracked using the reporting dashboards in the platform.
Post-production, the easy-to-understand website audit is delivered to the customer at "go-live" to confirm that Yell's quality standard has been met and the ongoing use of the audit improves retention and up-sell by proving the value delivered.
Outcomes
In just one of Yell's workflows, implementing the Insites platform reduced turn-around time by 20%.
Yell have newfound visibility on the state of their client's websites thanks to high-level reporting dashboards in the platform, as well as a feed of data from the Insites API.
Agents can use Insites to seamlessly demonstrate the need for a new website, and confidently promise a high-performing new website (minimum 8/10 score) with easy-to-prove results without resorting to multiple SEO tools.
About Yell
Yell is No.1 for managed digital marketing services for all types of local businesses in the UK. Its goal is simple - to connect consumers and businesses online. Yell is one of the largest Google Partners in the UK, a Microsoft Advertising Elite Channel Partner, a Meta Business Partner, as well as partnering with Apple and Amazon to syndicate business listings across the Yell network, which delivers over 50 million visits to businesses listed on Yell each month.
