Exquisite Surfaces is a full service client of More Web Leads and has had excellent sales results from a workhorse of a website. The site was executed in Cold Fusion as a series of all-graphics elements - in other words, the textual content was turned into graphics (gif files and jpg files) in order to exactly control the appearance of the text.

While this was a good decision by Exquisite Surfaces - their product is visually spectacular - this was not and is not how the search engines like things so the first task was to construct replicant pages for the site, especially the text heavy pages which would indicate the full extent of the content of this site to the search engine index engines. The pages were created for the most important products and the links in the pages take the viewer back to the all-graphics site.

Here are some examples of those pages:

• Carved Stone Fountains
• Tumbled Limestone Pavers
• Antique Limestone Tiles
• Limestone Fireplace for the Living Room

The keywords describing the products Exquisite Surfaces offers then appeared in the title and the text - two of the holy trinity of search engine optimization. A site map added the other leg of the holy trinity i.e. link text. It was created, also, to assist the discovery of all of these textual pages, and the site was registered with Yahoo as another leaping off point for discovery of the site.

Exquisite Surfaces performs well in its target searches, but to further improve visitor numbers, a pay per click campaign is also conducted on both AdWords - A Google property, and Overture. The click-through-rate, or CTR for their keywords runs in the 3% to 8% range much improved from initially through copy testing over time. Adwords additionally provides many thousands of impressions through partner sites like About and Alexa.