Marketing To Architects: Technical Content
In the built environment, technical content serves as the backbone of every new project, so...
Sector: Adjustable Pedestals
Products: A Whole Load of Products
Market leaders in the design, manufacture and distribution of adjustable pedestals, Buzon UK Ltd, came to us with ambitious plans: to build on its current offering and evolve the UK business into an all-encompassing platform for product research and specification.
Our shared vision was to streamline the user experience with an intuitive interface; crucial for a brand that houses more than two-hundred pedestal and accessory variations.
With a suite of over two-hundred pedestals and accessories and a reputation that spans several decades, the Buzon brand has established itself as a world leader in adjustable pedestal innovation. However, the company’s UK distributors recognised that, in order to reach out to a wider audience of UK specifiers, their website needed to showcase their products more effectively.
A clunky WordPress page builder and a dated design meant that the overall user experience was compromised, causing high bounce rates and low conversions.
With a ‘gated’ resource area, potential leads were abruptly turned away and the Buyer’s Journey was stunted.
Insynth quickly understood that with the sheer volume of products on offer, a smart solution was necessary – one which aligned both sales and marketing under one roof, and thus, HubSpot was the answer.
The HubSpot CMS has enabled Buzon UK Ltd to capitalise on the platform’s unique trackable features including, CTAs, smart content, A/B testing, on-page optimisations and much more.
What’s more, a unique ‘pedestal calculator’ and enhanced search filtering options means that specifiers can access required information in fewer than five clicks.
Visually, the Insynth Design Team developed a stunning offering that showcased the company’s high-profile projects, whilst staying true to the brand’s core aims and Value Proposition.
As more and more design professionals turn to the internet to research and specify products and solutions, Buzon UK Ltd recognised the need for an online offering that helps to facilitate this process.
Since the website relaunch, the Buzon UK site has enjoyed increased numbers of online enquiries and the website is proving to be a crucial lead generation tool for the company.
A stunning website with 250 pages, over 700 technical content files and 75 blog posts was delivered. In the first-month bounce rate fell by 18%, time on site increased by 33% and brochure downloads increased by 149%.
Website Pages Created
Time on site increased by 33%
Increase In Brochure Downloads
With modern designers, specifiers and contractors all researching solutions online, your website should be designed to provide everything they need to choose your products and deliver a predictable flow of leads for your building product brand.
If your website isn't at the heart of your sales and marketing engine, then talk to us today to discover how to stay ahead of your competition by creating an experience to delight your target audience and make your rivals green with envy.
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