Warehouse safety management company repositioning from sellers to consultants.

Challenge

SafeQuip's previous website was quickly assembled and launched to get to market with speed. With a focus on products for sale, the site started well but began to see fewer and fewer sessions and conversions as the lack of updates and SEO meant it slipped down the rankings on SERPs. After several years of neglect senior management decided it was time to resurrect the brand, and its offering, with a renewed focus on consultative selling, with a product supply element. The direction had changed.

The existing website was built on an old, clunky CMS, which hampered the team's ability to make small updates to the website. Out-of-date products were still showing, and elements had begun to break as plugin support lapsed. With the brand strategy changing so heavily a redesign of the website was required, ideally on a platform that would enable the SafeQuip team more control and flexibility as the business needs increased.

Approach

Relaunching into the market required a simplification of the website and a new message for visitors. We decided to follow the HubSpot approach of website design and build by focusing on creating a launch pad website; a stripped-back minimum viable product to get live quickly. A longer-term digital marketing and optimisation campaign would build out the website as user data emerged to focus our efforts on areas that would deliver the best results.

A new quiz, created by the client in collaboration with the team at V86, launched via EDM, social posts, and via CTAs throughout the website. Once complete the user would see a personalised thank you message, using their name, to reinforce the tailored approach the SafeQuip team take to site safety.

The development of a launchpad website kept the project costs low, and utilising a user-friendly CMS like HubSpot's mean changes can be made iteratively and efficiently creating a website that can evolve as the business finds its feet with the new positioning. Flexibility in creating case studies, to showcase the company's expertise, helps to reinforce their trustworthiness.

Results

As anticipated with resurrecting a largely defunct website the traction has been slow in the short term. We managed to launch the new website to the database, but as this had not been contacted in some time it achieved more of a clean-up than major traffic acquisition. With a 38% bounce rate the launch of the email highlighted the need for consistent value-added content to be created, which we achieved in the Frucor case study.

The new website, despite the limited content available, is beginning to be indexed by Google with an 1,800% increase in organic search traffic in month 2 of launching. The website's engagement metrics are also off to a good start with a 3.1 minute average session length and a site-wide bounce rate of 65.53%. While this latter figure is not where we want it to be it's promising given the lack of content available for people to view.