Merging Sites to Offer Easy Navigation and Lead Generation
After discussing their goals and pain points with their current website design we got to work putting together a project that would make our client’s website an asset instead of a concern. We proposed a design that would integrate their two brands, Injectorplex and Inplex, into one site that would still retain the distinctness of the brands while improving the searchability of their site; reducing the effort needed to maintain the two sites. With one site hosting the brands we could simplify the backend processes so the Inplex team could easily make changes as needed and would only need to manage one website. Notably, this also would help the website rank better as all traffic would now be driven to a single domain, instead of splitting their traffic as before.
Our top web designers began building the custom WordPress site with improved page speeds and navigation as a chief priority. Our team reduced unnecessary code that was simultaneously slowing their website down which negatively affected page ranking, and was making it difficult for their team to manage. With the previous complicated website management system, even simple changes that should take minutes could take hours or days! We removed any unnecessary functions to speed up the page and make it simple to use for the Inplex team, making them less dependent on third party support.
Our focus on the user journey began with organizing the site’s content into easily navigable pathways that would reduce cognitive load on the user by fewer distractions and unnecessary content. A simpler user journey would enable users to find their desired result more directly and would subsequently reduce the number of site bounces by a significant amount.
On the new site homepage, users would find a simple hamburger menu that expanded to show the library of services and product topics offered. Users could then select an area of interest that would lead them to a new page with descriptions of the service or products and the options available. Users could also browse the broad different topics directly from the homepage and make a selection.
Injectorplex was highlighted on the homepage as well (and available in the hamburger menu), and as users scrolled they would notice a quick infographic that showcased the main industries served by Inplex. Just below this the blog and article content was highlighted to encourage users to further engage with the site.
While creating this new website design we also introduced additional methods to capture leads and drive conversion for Inplex. On the center of the homepage we inserted a distinct button reading ‘Download Brochure.’ When customers click the button they are required to enter their email before downloading. When customers navigate deeper into the site and select a product they’re interested in they land on the product page, and just below the description, they find a contact form encouraging visitors to submit their info for questions, specifications, or quotes.
Our use of forms and distinct buttons are all part of the lead capture strategy we prioritize for all manufacturing clients. Inbound leads are the most desirable form of leads available. We carefully choose Call To Action (CTAs) items to use across the site that draw user attention and encourage them to, like the name, take action. We used the bright green of the Inplex website branding to highlight these buttons from the other site content.
In addition to building a custom website that offered a complete backend overhaul and new improved user experience, we also continued to work with Inplex supporting their marketing efforts. As a full-scale digital agency, our marketing team works closely with Inplex to create content and additional campaigns as needed to increase brand awareness. This highlighted content is a critical component in the new site and helps customers build trust with their brand, gain insight, and from a page ranking perspective increases site engagement. Search engines consider page engagement rates as an important factor in determining the value and ranking of websites across the internet.