Challenge:

To provide an industry leader with more qualified leads from its web presence, Staging Concepts, an innovative and forward-thinking stage platforms, seating risers and accessories company, was in need of a phased web presence overhaul. As a company that designs and manufactures all of its products in-house, it was critical that its web presence support its commitment to superior product quality and second-to-none service. The approach would turn into a phased renovation that first focused on revamping outdated internet marketing strategies.

Targeted opportunities for change:

• Structural improvements to the current site architecture and meta data – also supplemented this optimization with high-touch keyword PPC campaigns
• Improved messaging, creating clearly defined calls to action with associated landing pages
• Refreshed design and navigation; separation of Railing Concepts as a unique division under Staging Concepts

The challenge was to drive up qualified leads on the website by not only attracting the right traffic, but also converting that traffic when the opportunity presented itself. Staging Concepts wanted to improve its overall awareness as well, by creating better exposure for the quality work completed on projects like Target Field and the Men’s NCAA Division 1 Basketball Tournament, among others.

Approach:

Our approach focused on addressing the “low-hanging fruit” first. We started by reviewing Staging Concepts’ analytics and letting the data determine the appropriate approach. After conversations with the Staging Concepts team, we quickly understood the portable staging products industry and created an executable plan for site re-optimization and internet marketing tactics. Once we had these critical pieces in place, we were able to align our redesign efforts appropriately with these new strategies and goals. The same effort was imperative as Staging Concepts transitioned Railing Concepts to a new, stand-alone division of the company.

Outcome:

The focus of the site redesign and internet marketing efforts were to drive more qualified leads while positioning Staging Concepts as an industry leader with best-in-class product quality and exceptional service. With marked improvements across site analytics and an increase in quality leads (specifically for Railing Concepts), we successfully improved the performance of Staging Concepts’ internet marketing initiatives. From a brand perspective, using a simple, professional and easy-to-use design, we were able to exemplify the competitive differentiators that Staging Concepts brings to its industry.