NSI Upstream Overcomes its Sales Challenges With a Complete Site Redesign and New Content
NSI Upstream – Developer of Oil Field CommanderTM (OFC), a software suite for upstream data visualization and analysis – a mission-critical application in the digital oilfield of the future. www.nsiupstream.com
Challenge: NSI Upstream’s previous site did not address the challenges and the pain points of various disciplines in the upstream oil and gas industry. It was difficult to articulate the benefits and adequately answer the objections raised by prospects during sales meetings. The needs of the various stakeholders often conflicted with each other (engineering vs. IT vs. management). The existing content did not position the company’s software suite well within offshore and onshore applications. The previous site was outdated in both content and design.
Solution: Several face-to-face and telephone meetings were held by us with the client’s sales and marketing team, including the VP, Sales and Marketing and the VP, Contracts Administration.
Based on these meetings, the main thrust of our efforts was in developing and presenting new content that clearly addressed the needs of each discipline such as Production Engineering, Reservoir Engineering, Facilities Engineering, Operations and Management.
New content and site redesign included:
- All new content segmented by discipline that talked about the challenges faced by them, how OFC addressed them and helped the customer get critical and actionable information quickly and easily
- Content included interactive online slideshows of screenshots of interest to each industry discipline
- Relevant information was accessible with one click from the home page
- Screenshots were used to differentiate onshore and offshore applications
- An online presentation was used to satisfy the information needs in the early stages of consideration
- There is an online interactive tutorial for visitors that want to dive deeper into the product. This is accessible without registration
- Free access to a published technical article on an actual deployment of OFC was made available
- A complete redesign that streamlined navigation and access to content
Results:
- New high-profile client acquired since launch
- Higher rankings in search engine results:
- #3 and #8 positions in Google for petroleum engineers surveillance and visualization
- #3 spot in Google for upstream data visualization and analysis
- “Amazing. The flow is just what we were looking for and could never get right before. This is the first glance at what is clearly a terrific web site. I couldn't be happier. Thanks again, you need a red and blue set of tights with a big S in the middle of your chest, because Achinta, you have saved the day.” David McDonald, VP, Contracts Administration.
NOTE: NSI Upstream has been acquired by Petroleum Experts, LTD (Petex) since this case study was published.
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