Background:

Formers International is a pioneer and a leading manufacturer of custom-designed forming collars, tubes, and form-fill-and-seal assemblies for various segments of the food packaging industry.

The company has a rich history and a proven track record of 48 years. However, their existing website was outdated, failed to reflect their industry expertise, did not effectively engage potential customers, and failed to generate online leads.

Objectives:

• Improve the overall user experience and ease of navigation.

• Enhance the visual appeal and modernize the design while making it mobile responsive.

• Showcase the client’s knowledge, expertise, product range, and capabilities.

• Optimize the website for search engines to attract more organic traffic.

• Increase lead generation and customer conversions.

Challenges:

• Outdated design with poor User Experience

• The content was not a true reflection of the company today and was very product-centric

• The navigation and the content lacked a cohesive flow to guide visitors through the site with minimal clicks

• Lacked robust lead-generating capabilities

• Search engine visibility was nonexistent

• The site was buggy and bloated

Strategy and Approach:

To address these challenges, my team and I implemented the following strategies:

• Consulting and collaborating with key stakeholders at Formers International to understand their goals, expectations, and unique selling propositions.

• Redefining the website’s information architecture and navigation to improve user experience and make product information more accessible

• Rewriting content that clearly differentiated the client from the competition, emphasized their value proposition and highlighted products and services that aligned better with the client’s business goals

• The new content was customer-centric, where we addressed the pain points of visitors and customers and not just product features

• Incorporating a responsive design to ensure compatibility across devices and screen sizes

• Implementing search engine optimization techniques to increase organic traffic and improve search engine rankings

• Integrating lead generation forms and call-to-action buttons to facilitate customer conversions

• Utilizing high-quality visuals, including images and videos, to showcase the products and manufacturing processes.