Membracon wanted to grow their business by accessing new markets, such as pharmaceuticals and food production, whilst reaching new potential customers in overseas markets.
The problem was that their website was not performing. Content was thin, it was not optimised for search, it had a dull and uninspiring design and the CMS was unusable.
This meant that they couldn’t make the slightest change to their site without facing a hefty bill from their web designers.
Insynth conducted an in depth technical assessment of the Membracon website. It wasn’t ranking in search for any of the key solutions that they offered. In fact the only products that were ranking were products Membracon wanted to drop.
The site structure was also too deep, with users having to click through up to 5 levels to reach product information. It was likely that this impacted effective crawling of the site by search engine spiders.
Insynth recommended a full site rebuild, migrating to Wordpress to give the Membracon team control of their key marketing asset. We also developed a slicker UX to get visitors straight to the information they wanted within 2 clicks.
Extensive keyword and competitor research was undertaken, narrowing down over 14,000 phrases to less than 50 to enable us to align their value proposition with the key phrases that potential clients were actually using online.
The site was fully optimised for search and clear conversion paths were created for lead generation. Calls to action and forms were created and used across the site to encourage users to enquire.
The site was integrated into a free HubSpot CRM system to capture website leads and automatically distribute them to the marketing team for nurturing.
An active blog was created with a content plan developed to focus on the products and markets in their growth plan. The blog was also used to position Membracon as industry experts and thought leaders, increasing the credibility and authority of the brand.
Analytics were also enabled to provide the senior team at Membracon with insight to performance. This led to the decision to implement Site Uncovered to enable them to analyse visitor behaviour to further improve site design.
Once the site was live, Insynth delivered a half day workshop to train the Membracon team on how to edit the content on site and create blog posts.