Case Study: How to Get More Local and International Clients for Your Business

Do you run a business that serves local clients but also wants to attract international customers? Are you struggling to get consistent leads from search engines or social media? If the answer to either question is yes, then this case study on EnspireFX Websites will provide practical strategies you can apply to your own business.

This article explores how small businesses can improve their online presence to convert both local and international customers. By using targeted SEO techniques and optimizing social media content, businesses can increase their visibility and attract more qualified leads.

We write it with you in mind, whether you own a design agency, an e-commerce store, a consulting firm, a real estate business, a healthcare, or a hospitality brand, this is how we got our first clients from West Africa, Liberia, to be exact. And I will show you how to refine your digital strategy, reach the right audience, and grow your customer base effectively.

How to get more international clients

In today’s digital age, web design businesses must build both local authority and global appeal to attract diverse clients. For EnspireFX Websites, a premium web design agency in Ghana, this meant crafting a marketing strategy that catered to local businesses while also drawing in international clients.

This case study details EnspireFX’s SEO and social media journey, particularly their challenges with Threads and the approaches they adopted to expand their client base.

Background

EnspireFX Websites offers top-tier web design services, primarily serving Ghanaian businesses while aiming to capture international clients. This ambition to serve dual audiences posed unique challenges, especially in search engine optimization (SEO) and social media. EnspireFX faced the following main obstacles:

• Ranking for Local and Global Audiences Simultaneously: EnspireFX’s initial approach focused heavily on local SEO with terms like “Ghana” and “Accra” in their meta titles. While this helped with local rankings, it limited their appeal to a global audience.
• Brand Perception on Social Media: When shared on platforms like Threads, the term “Ghana” in the meta title seemed to impact engagement from international users, potentially leading to fewer leads.
• Google Maps Optimization: To attract local businesses, ranking well on Google Maps and ensuring accurate location-based searches was crucial.

1. Segmenting Pages for Local and Global SEO Optimization

The team at EnspireFX initially targeted local keywords on their homepage, which limited its appeal to international clients. Recognizing this, we decided to create dedicated local and global pages to better address the needs of each audience. Here’s how we structured it:

Localized Landing Page

This page targeted search terms specific to Ghana, such as “web design Ghana” and “top web designers in Accra.” The content on this page underscored EnspireFX’s authority as a local web design provider, tailored specifically for Ghanaian businesses.

1. On-Page Optimization: Local schema markup was applied, along with contact details, location-based keywords, and client testimonials from Ghanaian businesses.
2. Meta Title and Description: We used a title like “Top Web Design Services in Ghana | EnspireFX Websites” to capture Ghana-based searchers and descriptions like “Providing leading web design solutions for Ghanaian businesses.”

Global-Focused Homepage

To appeal to international audiences, the homepage was restructured to remove local keywords. Instead, it emphasized EnspireFX’s expertise, experience, and portfolio in serving businesses worldwide.

Global-Focused Keywords: We incorporated terms like “international web design agency,” “premium business web design,” and “custom websites for businesses worldwide.”

Meta Title and Description: A neutral meta title, “Premium Business Web Design Services | EnspireFX Websites,” replaced location-specific terms, establishing a broader appeal without alienating non-Ghanaian clients.

Results: This two-page structure allowed EnspireFX to effectively target local clients through the Ghana-specific page while the globally optimized homepage attracted an international audience. This segmentation approach led to improved local search rankings and enhanced click-through rates from global searches, particularly in the US, UK, and Europe.

Step 2: Customizing Social Media Link Previews for Better Engagement

EnspireFX initially found that sharing the homepage on Threads—a platform popular with Western audiences—didn’t generate the expected engagement or leads. Here’s the breakdown of our approach to optimize link previews:

1. Link Preview Testing: We shared both the global homepage link and the Ghana-targeted page link on Threads, monitoring differences in engagement. The Ghana-focused link (with “Ghana” in the meta title) received lower engagement from international users, likely due to the location-specific phrasing.
2. Custom Meta Tags for Social Media Sharing: We created specific Open Graph (OG) tags and Twitter card data for international social media shares, removing “Ghana” from the meta title and description in the link preview. This allowed us to customize link previews that would appear on Threads without needing to remove local keywords from the actual page content.
3. Localized and International Posting Strategy:
   • For Ghanaian audiences, we shared the Ghana-specific landing page on local-focused platforms like Facebook and LinkedIn, reinforcing the local brand identity.
   • For international audiences on Threads, we shared the globally optimized homepage link. This created a more relevant first impression for Western users who might be looking for web design agencies with broader experience.

Results: These changes led to a 30% increase in social media click-through rates (CTR) from Threads, especially among Western users, and the engagement metrics indicated a higher relevance for both local and international posts. This simple but strategic social media adjustment significantly increased EnspireFX’s visibility on Threads.

Step 3: Leveraging Google My Business for Local Search Dominance

To further boost local visibility, we focused on Google My Business (GMB) optimization to attract more clients from Ghana. Here’s what we implemented:

1. Comprehensive GMB Profile: We optimized the GMB profile with complete and consistent information, using keywords in the business description like “web design in Accra” and “premium Ghanaian web development.”
2. Client Reviews Strategy: To build local credibility, we actively encouraged satisfied clients in Ghana to leave reviews on GMB. Positive reviews boosted EnspireFX’s reputation and helped rank the business higher in local map searches.
3. GMB Posts and Updates: We used Google Posts to share project highlights, blog content, and case studies, keeping the profile active and engaging for local users.

Results: These steps improved EnspireFX’s visibility in Google Maps search results and local SEO rankings. The business saw a 20% increase in inquiries from local clients, who found EnspireFX via Google Maps.

Step 4: In-depth Keyword Research and Content Marketing

To reach a global audience while reinforcing local authority, we implemented a dual-content marketing strategy:

1. Internationally Targeted Blog Content: We identified high-value keywords like “how to choose a web design agency” and “top web design trends” through tools like Ahrefs. These keywords helped drive organic traffic from international users interested in web design insights.
   • We created articles specifically geared toward global audiences, such as “How to Choose the Right Web Design Agency for Your Business” and “Web Design Trends for 2024.” These articles helped establish EnspireFX’s authority on a global scale and drew in visitors from search engines.
2. Local Content for the Ghana Landing Page: For the Ghana-specific landing page, we targeted local search queries such as “affordable web design in Ghana” and “Accra-based web designers.” We published localized case studies, testimonials, and content that resonated with Ghanaian businesses.
3. Content Amplification on Social Media: We shared these articles across social media platforms with different posting strategies:
   • For Ghana-focused posts, we included Ghanaian keywords and hashtags to reach local users.
   • For international-focused posts, we emphasized universal web design themes and omitted location-specific language.

Results: This targeted content marketing strategy increased organic traffic from both local and global searches, with a 40% rise in international visits and a notable uptick in local engagement. The blog articles also provided a consistent content stream, which helped build EnspireFX’s brand as an authority in web design.

Lessons Learned

1. Page Segmentation is Essential: Crafting separate pages for local and international clients was crucial in achieving dual SEO goals. This strategy allowed EnspireFX to effectively target specific keywords without diluting its brand message.

2. Social Media Link Previews Matter: Adjusting meta titles and descriptions based on the audience (Threads vs. Facebook) and customizing link previews were simple but effective strategies for enhancing relevance and click-through rates.

3. The Power of Google My Business: Optimizing the GMB profile improved local SEO and resulted in increased visibility on Google Maps, directly leading to new client inquiries.

4. Content Marketing Builds Credibility: Regular, high-quality blog content targeting both local and international audiences bolstered EnspireFX’s brand authority and organic reach. Segmenting content to match audience preferences (local testimonials vs. global case studies) was essential for success.

Conclusion

EnspireFX’s journey demonstrates the importance of tailored SEO and social media strategies for businesses targeting both local and global clients. The combination of page segmentation, link preview adjustments, and dedicated GMB optimization enabled EnspireFX to build a balanced online presence and drive engagement from diverse client bases.

For web design businesses and service providers, the key takeaway is the value of tailored brand messaging that resonates with each audience segment. By focusing on SEO, social media strategies, and localized content, EnspireFX was able to create a compelling, multi-faceted online presence that appeals to clients near and far.