Sanctuary Synthetics are Ireland’s premier supplier of artificial grass lawns for homes, schools, crèches, retail, exhibition and corporate use, established over a decade ago in 2006 by Mark O Loughlin.
But even Sanctuary Synthetics had to start somewhere …
Back in 2003 while Mark was landscaping he had a dream, he wanted to introduce artificial lawns to the Irish market. Predictably he was laughed out of the Ideal Homes exhibition, the very idea that Irish people would be interested in artificial grass was seen as a fool’s errand at best. But much like Ballygowan being laughed off the Late Late Show, Mark believed in what he was doing, and his idea was ready to break. He had a clear vision and the will to make it happen.
As the late Steve Jobs so adroitly said it,
“Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, ‘if I’d asked customers what they wanted, they would have told me, ‘A faster horse!’’ People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.”
We identified four key market segments for artificial grass;
- Schools and childcare
Take a 500+ page website and optimise it for Search Engines and filter users towards clearly defined call to actions – REQUEST A SAMPLE, INSTANT QUOTE, REQUEST A SURVEY. We also needed to ensure users were engaged quickly and brought to their relevant section for further information. There are almost 2000 images dispensed throughout the site to showcase their product and service.
Responsive Layout Re-Designed
Rebuilt From the Inside Out
Optimized Landing Pages
Revamped Google Campaigns
Define Clear Call To Actions
A reduction in the site bounce rate to under 5%. That means that 95% of the over 8,500 unique visitors to the site every month are actively engaging with the site. It also means that the online marketing strategy we have in place is bringing the correct type of visitor to the site.
So far so great. The key lessons we learned from working with Mark were, keep evolving, challenging your model and improving all aspects of your offerings, your reach, and your marketing.
Sanctuary continues to grow today because of Mark and his team, Webbuddy is delighted to be a part of their success story.