The writing was on the wall: Each month the phones would ring less, competitors were closing shop and the flash based 10 year old website didn’t display on most browsers or smart phones. This B2B luxury paper and packaging manufacturer knew they needed a modern solution, fast! Yet with a skeletal staff, there was no budget or time to build and maintain a new website.
Starting at the Basics
As we walked through the Discovery process, it became clear that there was more than just a website issue. The industry wasn’t just shrinking, it was completely reinventing itself— to the advantage of this boutique company. The luxury brand buyers that sourced and completed purchase orders for upcoming products launches were mostly under 30 years old. Their consumed information and desired very different interaction to the previous generations. This younger demographic worked the same way they socialized: to research and validate almost exclusively through the internet, text and email, using their smart phones. Like my client, most of the vendors in this industry were well established and still used the old channels of reaching sales reps via phone calls, printed materials and static websites.
Automated Workflows to the Rescue
So we developed a plan that would incorporate an online catalog (no purchasing as all orders are custom) that included an inquiry forms on every product page, the ability to save a product to view later and share with another decision maker. This drastically reduced the respond time by the sales team. What used to be a long back/forth phone conversation often resulting in no sale, now is a quick and precise quote through email to very warm leads and higher conversion rates.
Even though the company’s domain name is over 10 years old, because the website had been flash based, no content was able to be indexed so their page ranking was terrible. That all changed by taking advantage of the free Google + Business listing. We set up a complete profile with pictures and contact info. Immediately they began to enjoy a glorious spot at the top of the search rankings while their pages were slowly indexed. With a new Google Analytics account, for the first time the owners were able to understand better which products are most popular and the demographics of their clients.
Traffic to their site tripled in only 3 months after the new website launched, once again the inquiry list is full with better qualified leads thanks to a new website design and incorporating tools to make their small business work smarter.