Challenge #1.

TotalWellness, one of the nation’s leading biometric screening companies, was faced with the challenge of how to differentiate its brand in a crowded space where new competitors were emerging quickly and technology was changing consumer behavior and needs. TotalWellness believed that in order to compete, the company needed to expand its products and services.

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The solution.

Ervin & Smith’s proprietary relevancy analysis uncovered that TotalWellness’ biggest opportunity was to continue to focus on its core offering—biometric screenings. We helped the company innovate and become a leader in the space by developing a new brand position and reinvigorating its look and feel with a new website, optimized messaging strategy, video and public relations.

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The results.


Messaging for all brand and marketing communications.


Key media
outlets secured.


Engagement from employees and contractors.

Challenge #2.

TotalWellness was affected by the Google Penguin algorithm update. Almost overnight, their site lost 70% of ranked keywords, organic traffic and leads. As a leading provider of biometric screenings and wellness services, this disappearance from Google was detrimental to their business.

The solution.

E&S completed an audit of the existing site and identified the issue: spammy backlinks. In order to remedy the negative effects from Penguin, we created a strategy to not only fix the spam links but expand their digital marketing presence to drive more traffic and leads to their site. The plan included link pruning (working with Google to remove the spam backlinks), keyword strategy, an optimization plan, creating new information architecture, redesigning the user experience and rewriting the website with optimized copy.

The results.


Increase in ranked keywords.


Increased in traffic.


Increase in leads.

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