User studies drive web redesign

User Studies for Site Redesign - Pump Marketing SolutionsRedesign my site

It’s too complicated and new prospects have a hard time finding the site.

Customer’s Objectives

  • Simplify the site to make it more usable by US customers.
  • Minimize confusion from other companies with same name and similar products.
  • Improve search results.

Business case

We performed a user study for the client and discovered their customer base, which primarily consisted of engineers, were complaining that the site was very german centric and was challenging to navigate. It was it difficult to find the right product for their application, as well as product documentation (performance curves, drawings, etc.) Measurements were metric, which caused the customers to spend time converting to US measurements or having to call the Company for better information to spec products into their systems.

We also conducted a thorough site audit and found many metadata (backend) problems and server issues stemming from sharing a server with the parent company.

Process

  1. We combined input from user studies and our client’s site goals to drive overall site design.
  2. We used the site audit and a keyword study to improve the site’s metadata to help improve search engine results.
  3. We separated the US site from the company’s German parent site to eliminate site errors (front end content and backend metadata) to also help improve search engine results.

Project Outcome

A new site tailored to the company’s US customer base was created.

  • Navigation gives users simple means of confirming that this firm is equipped to have solutions to their problems.
  • Messaging clearly states who they are, what they offer the world and motivates users to make an inquiry.
  • The site was search engine optimized and immediately, all site errors were fixed and we began seeing improved search page results.

Ready to start your next project?

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Take over our web development project

Web Development Pump Marketing SolutionsPlease, take over our website development

Our current web company does not understand industrial business

 

Customer’s Objectives

Take over the development of their site and launch within one month. The current developer had claimed to know the industry and would save our client time by being able to develop content with much input from our client – this did not happen. The client, like most of our clients, wanted a site built on a platform that they could easily add content and perform monthly maintenance.

Process

We reviewed the state of the current site, met briefly with the client to determine website functionality, target audience, and overall messaging. As with all web development projects, we conducted a comprehensive keyword study and competitive analysis to drive messaging and optimization.

We converted the half-built WordPress site to the Divi Theme by Elegant Themes. Divi offers our customer’s an easy to learn platform that is continually upgraded and improved and will grow with the business.

Project Outcome

We built and search engine optimized the site within the allotted time-frame and stayed within budget.

We trained our client to use the Divi theme and created how-to-instructions for future reference.

Pump Marketing Solutions was thoughtful about keeping costs down for the short term and long term. They set me up with WordPress and trained me to make content adjustments. Then on occasion when I forgot how to do something, they were right on top of it, either doing the task for me or training me how to do it myself.

I have referred some of my customers to them with confidence they will provide exceptional value as they did for me.

Scott Bush

Pacific NW Pump & Process

Ready to start your next project?

Click the button below to email us or call 360-834-2780. We look forward to working with you.

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Too many microsites

Microsites Pump Marketing SolutionsToo Many Microsites

Help, they are all competing with each other

Customer’s Objectives

Our client’s immediate goal was to determine if the company should maintain industry-specific microsites or combine the microsites into one main site.

Process

After conducting discovery with our client to find out why they went down the path of microsites, we learned that an SEO company sold them on the concept of microsites but failed to mention the enormous amount of time and resource needed to properly search engine optimize and maintain these 6 separate sites. Our client felt they had been “burned” by SEO organizations who did not understand their business, so they were reluctant to outsource the work. When we approached our client, it became apparent that our industry knowledge and modular approach to SEO and web marketing would be a perfect fit. We started slowly and followed our standard practice of using data to drive website improvement projects.

Our first task was to complete a thorough website audit to serve as a baseline for decisions regarding the microsite situation and future improvement projects. The audit helped us understand monthly traffic for each site, the search terms driving traffic to the sites, how the sites were competing with each other, page bounce rates, traffic flow, and competitive data.

Project Outcome

The data quickly showed that our client’s website and its microsites were in direct competition for search results, which was diluting the effectiveness of each of the sites. The data helped them make the decision to develop one main site, but keep the microsite URLs for future marketing landing pages. This decision will lead to a stronger, focused website that will drive new traffic.

We also created a monthly reporting system to track site statistics that will help make future site changes and improvements data driven.

Working with Pump Marketing Solutions has been a breath of fresh air. After four months of frustration with another SEO outfit, I was never able to reach a point where I felt like they understood my needs or where meaningful change was happening. I felt like they were trying to make my needs fit their service. From the first phone call, working with Keith and Michelle was a completely different experience. I felt like they really wanted to understand the unique needs of my company. Rather than a big “team” of supposed specialists that I never get to talk to, they personally have the skills to help me understand and make changes. I knew my sites could be better but didn’t have the direction to achieve improvements on my own. After only two months with Pump Marketing Solutions, I know my site is already performing better and I see a clear path to ongoing improvements. I always say that I love to love my vendors. Pump Marketing Solutions is quickly becoming one of my favorite checks to write each month because of the value they are providing to my business.
Mark Ashurst

Varna Products

Ready to start your next project?

Click the button below to email us or call 360-834-2780. We look forward to working with you.

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