Send A Cow.

This charity had a lot of important messages to share meaning a clean site structure was needed from the off. See how we trained their in-house team to develop a new website coupled with a showstopping SEO strategy.

Digital Marketing TrainingPPCSEO

The Client.

Send a Cow is a charity, driving change in rural Africa. They help people grow their own futures – on their own land, on their own terms. The charity works closely with individuals and organisations to give back, through gifts, pledges, events, ambassador programmes, philanthropy and so much more.

The Challenge.

Send A Cow approached Digital Ethos for support with a short-term digital project. The aim was to improve the skill and the knowledge across their in house marketing team, support with building SEO & PPC foundations, as well as guiding them through a website migration and rebrand project.

The Approach.

We started the project with x4 initial training sessions across both Search Engine Optimisation and Pay Per Click Marketing. This allowed the team to build a strong foundation knowledge on the basics of both marketing tactics, as well as exploring:


  • Competitor benchmarking
  • Website structure recommendations
  • Keyword analysis and strategy
  • Content best practices


  • Campaign structure
  • Keyword analysis and strategy
  • Bidding strategy
  • Ad copy, extensions and optimisation
  • Automations

The team at Digital Ethos then worked closely with Send A Cow to audit existing content, apply user experience learnings, re-write metadata, blogs and landing page content in order to create a strong base for the website migration. Also launched the initial PPC campaigns, driving awareness around Christmas and supporting their upcoming projects.

The Result.

During our project (Nov-Feb) and following the website migration, we’ve seen some fantastic results.


  • 45.33% increase in organic traffic
  • 200+ % increase in organic ecommerce conversion rate
  • -14.82% reduction in organic bounce rate by driving a more relevant audience to the website
  • 67.25% increase in organic pages per session, by improving internal linking on the website


  • 400+% increase in paid ecommerce conversion rate
  • 175% increase in paid transactions
  • 215% increase in paid revenue
  • -62.94% reduction in paid bounce rate
  • 130.54% increase in paid pages per session

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