Spanwell Service, Inc. is a manufacturer of extra-large S Hooks used for compliance with OSHA Housekeeping requirements and eliminating trip hazards during turnaround service (TAR) in refineries and power plants. They also manufacture a full line of pneumatic tools and accessories used in various industries.
The Challenge:
- Spanwell relied mainly on word-of-mouth marketing, direct mail, and an old informational site to acquire new customers. It was difficult to scale up these options to grow sales.
- They needed to update their website with better messaging, content, and images
- The back-end of the site needed more robust security features to support e-commerce
The Solution:
- Developed a comprehensive Q&A form to help the client rethink their marketing and help us get a deeper understanding of their buyers
- Created a new digital marketing strategy that focused on online marketing without completely discarding traditional channels
- Documented a Plan of Action for the implementation of our strategy
- Reviewed Google Analytics and created a baseline report
- The old site was redesigned and redeveloped from the ground up
- Performed extensive keyword research to build a good list of keywords and phrases in order to increase search engine visibility and improve rankings (SEO/SERP)
- Most webpage copy was rewritten and/or edited to make it more customer-centric
- Created new direct mail campaigns
- Consulted with client to identify industry sources for sending out more targeted postcards to Safety Managers
- The Client implemented our recommended e-commerce solution to sell directly 24/7 while cutting down the time to generate new sales
- Trained the client to maintain the online store and process orders efficiently
- Generated quarterly performance reports with our expert opinion for the client and us to refine any weaknesses
- We continue to provide consulting, content creation, website updates, and maintenance
Results and Impact:
- Online sales grew by 57.52% (YOY)
- The E-commerce conversion rate increased by 41.75%
- The number of online transactions increased by 40.37%
- The average order value from the online store increased by 12.21%
- Online sales from Organic Search Traffic increased by 46.49%
- The redesigned website generated new accounts from distributors who placed large repeat orders throughout the year
