CONFIDENTIAL Under Examination: VI partnered with Examinetics in 2013 for a website redesign project and ongoing SEO campaign. The goal was to increase traffic and attract qualified leads to the website. VI started pre-launch SEO initiatives in June 2013 and launched the SEO campaign along with the new website in August 2013. Examinetics’ goal was to drive traffic to the website, prompting prospects to submit a “Contact Us” form or call for more information. Mobilizing Traffic: Our main objective was to generate qualified leads from the website. Our secondary objective was to drive highly qualified traffic to the website in order to help generate qualified leads. By leveraging a mix of SEO tactics, including on-page, off- page and website marketing initiatives, VI was able to accomplish both of these objectives. Examinetics Website Insight: Our strategy was threefold – - Define the Demographic. In order to better speak to our audience, we had to define who they were. Our demographic consisted of adults 40+ who managed Safety Compliance or Human Resources for factories. We also targeted companies of 50+ employees requiring OSHA and/or MSHA compliance services. - Refine Core Messaging. Once the demographics were established and website data analyzed, we refined the core messaging on the Examinetics website to better align with our audience. - Optimize the Website for Traffic and Conversions. Finally, we performed keyword research to identify the search behaviors of the target demographic and integrated those keywords into website content and meta tags. We also performed conversion funnel analysis in an effort to improve the process on the website. Increased total leads by 48.4% compared to 2012 Increased website form submissions by 88.3% compared to 2012 Increased traffic by 162.5% compared to 2012 48.4% 162.5%