How we transformed the website of the TV Center into efficient tool for both audience and clients engagement

Problem

At the very beginning of the project the website of one of the largest regional television and radio centers was in critical condition in terms of digital indicators:

1. Outdated content management system (CMS) produced difficulties for resource updates and scalability, technically limited SEO possibilities.
2. Lack of structure for services placement: the website did not have separate logic for sections related to TV broadcasting, content production, studio rental and on-air broadcasting.
3. Low search visibility for certain queries like «telecenter services», «TV broadcasting organization», «online radio broadcasting», «studio rental for live broadcasting».
4. Content problems: texts on the website had no exact description for services provided for the potential client and suffered from poor optimization for relevant queries.

Technical limitations — low loading speed, no adaptation for mobile devices, duplicate pages and lack of structured data.

Solution

The work we carried out upon the project was divided in three primary directions: redesign with subsequent transition to new CMS, SEO optimization and technical tweaking with in-depth analysis.

1. The very first step was total website redesign and content management system change. We developed a new visual concept focused on the modern media market standards: strong emphasis on multimedia content, convenient navigation and fast adaptation for all possible devices. We paid special attention towards user experience as the website audience includes both private clients looking for broadcasting services and corporate customers interested in studio and dressing room rentals, airtime and technical support.
2. The new website structure was created simultaneously and the logic of content placement was built considering the main activities of TV Center. All primary services – starting from on-air and cable broadcasting to equipment rental and media content production – received separate dedicated pages with detailed descriptions, schemes of work and feedback forms. All these measures transformed the website from the showcase format to full-fledged sales and communication channel.
3. At the second stage we began in-depth SEO optimization. At first we carried out the analysis of the search demand and created the semantic kernel, considering both general industry and specific queries that were directly related to the activities of the TV Center. We focused on the following key topics – «live broadcasting organization», «regional broadcasting», «technical support of TV broadcasting», «TV studio rental», «radio broadcasting for events» and others. These queries made a foundation for the website’s new texts and structure.  
4. The next step was content work. All of the existing pages were rewritten, texts were adapted for the real user scenarios and new sections added: portfolio filled with examples of work, broadcasting cases, technical stock descriptions. We also created the blog with expert articles on media technologies and TV production as an additional source for organic traffic flow. We worked out all metadata, created internal linking and optimized URL structure. 
5. Technical optimization – that’s what we took on next. We eliminated critical issues: pages duplicates, indexing problems, lack of structured data. We set up the proper functioning of the mobile version, made some work on loading speed boost using CDN, caching and mediafiles optimization. After the transition to the new CMS the website became fully manageable in terms of SEO: all necessary modules and fields became available for editing without developers participation.
6. The final step was advanced analytics integration. We tweaked tracking of all key micro-conversions: broadcast and rental requests, click-through media archive and video player launch. We also implemented behavioral data collection: time on the website, browsing depth, popular entry points. Not only all of the aforementioned enabled the ability to rapidly respond to user behavior but also to plan further interface improvements and content that will be based on the real live data.
   
   

«We do not sell services — we solve business problems on the Internet»

We do SEO promotion for search engines well and inexpensively. The topic in sites and portal promoting means bringing the web project to the level of stable growth, visibility and the search for Yandex and Google.

Ilya Rostokin

Head of the W3Promo Studio

Write to us about your problem

Resume

This project constitutes a clear demonstration how even a niche website of regional TV Center can be transformed into a powerful tool for engagement of new clients and partners. Concerning the media market peculiarities where each percent of engagement seriously impacts on advertisement and contracts, SEO and technical revision became the key points of growth.

We have intertwined the website structure with real services the TV Center provided making it simple and logical for the users, we also have made a strong emphasis on highly demanded and targeted queries that were mentioning not only the brand, but also functional areas such as broadcasts, rentals and events media support.

Not only have the high website search engine visibility and increased number of requests become the result of our work, but also the total remodeling from the simple business card website to a full-fledged digital media platform for further development of broadcasting business, and that’s what we think success is. This is the case when SEO is much more than just a promotion, it is a strategic element for the company’s transformation in digital space.  

Ilya Rostokin

15/05/2025

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