Refreshing a Website to Increase Engagement and Leads
WEBSITE DEVELOPMENT | CONTENT DEVELOPMENT | BRANDING
A clear and bold heading
Industrial equipment distributor IPEC wanted to refresh their existing website to increase engagement and generate more leads. IPEC also wanted the website to tell a more compelling brand story about their history and what sets them apart from their competitors.
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A marriage of substance and style
IPEC’s existing website was designed and built relatively quickly to satisfy the need for an online presence. The goal of this website revamp was two-fold: create copy using organic search keywords to increase SEO value, and include more dynamic visual elements that enhance UX to better engage website visitors. This marriage required close collaboration between our Content, Creative, and Technical teams to execute a website refresh that leveraged style and substance.
Our 5+ year relationship with IPEC provided a wealth of UX and organic search data to help us develop a strategy for optimizing existing pages. We used this same approach to create several new website pages based on vertical markets, products, and services.
Pumping vitality and value into the new site
Through a series of subject matter expert (SME) interviews and years of UX and organic search data, we generated new website content and reworked existing content to meet Google’s EEAT (expertise, experience, authoritativeness, and trustworthiness) standard for organic search performance.
We applied this same approach to the creation of new market, product, and service pages, and we also incorporated a personal touch to the website via a new meet the team page with bios and headshots of the IPEC team.
From a web design perspective, we incorporated original video content in various page headers to give the site a sense of motion and vitality. We also used animated icons and buttons throughout to make the pages more dynamic and engaging.
Additionally, we integrated IPEC’s Shopify site with applicable product pages to streamline the ordering process and help customers get the industrial equipment solutions they need quickly.
From the get-go, I wanted the refreshed website to be dynamic, using animated icons and video to instantly engage visitors and encourage them to explore the website. IPEC’s branding is distinctive, so having a website to match just made sense.
Michael Wilson
Creative Director