A Case Research on Progressive Sleep Options, Surrey, BC
Our crew loves serving to small enterprise homeowners rebrand-from bringing web site redesign concepts to life to growing engagement on social media.
It is not solely as a result of we’re passionate in regards to the work, but additionally as a result of we love seeing our entrepreneurs succeed.
Now, I do know it is nearly foolish to say how difficult a 12 months 2020 has been for small companies. I am certain you’ve got heard it 1,000,000 occasions!
However the truth that it was such a troublesome 12 months for a lot of small companies made the rebranding work we’re doing for a small enterprise like Progressive Sleep Options that rather more impactful.
Progressive Sleep Options’ unique web site wasn’t supporting or growing leads or gross sales in any respect. They’d a finicky buying cart system that was difficult to make use of.
The positioning featured an outdated design and an absence of compelling search engine optimization copy. There was no point out of their values or health-centred method, that are what set them aside from the big-box shops.
Prior to now, Dave and Terry had additionally been utilizing extra conventional promoting campaigns corresponding to radio, TV, print and even boards at Rogers Area to draw the eye of Canucks followers.
With quite a few technical and advertising/branding points, they weren’t getting any on-line gross sales.
Whereas they have been getting in-store purchases earlier than COVID-19 got here alongside, the pandemic put a cease to that.
Progressive Sleep Options wanted to pivot quick and create a sturdy eCommerce web site and implement a brand new on-line advertising technique.
It was time for a recent method, so that is how we modernized Progressive Sleep Options’ model to offer them a aggressive edge going into 2021.
An entire model and web site redesign.
From the brand to the product pages, we made certain Progressive Sleep Options’ branding was constant and fascinating throughout all pages of the web site.
Like we do with each shopper, we began with an in-depth model evaluation to outline their distinctive promoting proposition (USP), audience, firm imaginative and prescient, model positioning and extra.
This evaluation strengthened the necessity to give their present brand a model refresh. It was not solely outdated, however it didn’t replicate the wholesome vibe that was wanted to place them otherwise from different mattress and mattress sellers.
The emblem redesign course of was a collaborative one bringing David and Terry into the combo each step of the best way, making certain the ultimate design was one they liked and knew represented their model positioning precisely.
One other one in all our web site redesign initiatives was to provide you with a brand new tagline to distinguish the corporate from their big-box rivals. As a result of the homeowners satisfaction themselves on promoting pure, natural and made-in-Canada merchandise wherever potential, “Sleep More healthy. Reside Higher” was the successful assertion.
Our subsequent step was to develop our web site tech specs, key phrase evaluation and web site mock-ups. (A mock-up is a format that exhibits what components shall be on an internet web page. You do not simply begin creating menus, slapping on pictures and placing in hyperlinks on a reside web page!)
It is vital for small enterprise homeowners to know there’s a lot extra to an internet site redesign than choosing brand colors and font sizes!
For instance, a giant a part of the method is taking the person expertise into consideration. What course of circulation will they undergo to make sure a straightforward expertise whereas on the location?
When designing and growing the Progressive web site, we wished to verify web site guests instantly know they’re in the appropriate place and might simply discover the merchandise they want.
Moreover, making certain a web site seems nice on any system, from desktops to smartphones is crucial. Photos and font sizes might look excellent in your laptop however break or look crowded on a telephone display.
Whereas there’s an excessive amount of creativity concerned in implementing web site redesign concepts, numerous your success is determined by well-executed net improvement.
Since we do not use cookie-cutter templates, bought themes, or DIY third celebration web site builders, our purchasers know they’re getting the perfect quality-built web site that can showcase their model completely.
The Progressive web site was in-built WordPress utilizing a personalized WooCommerce plugin for the buying cart system. We additionally built-in Fixed Contact for listing constructing and being able to ship deserted cart emails to those that depart the location with out ending their buy.
As you may see, until you are a advertising/technical/designer guru, rebranding what you are promoting is not a DIY challenge. There are too many vital branding, programming and implementation components at stake. It doesn’t matter what business you are in, you must think about hiring a full-service skilled net design and improvement firm.
Learn: The Significance of Model Messaging for a Profitable Web site Redesign
I am certain you’ve got landed on somebody’s web site and felt like one thing was simply… flawed; or perhaps you have been instantly turned off with out even realizing why.
Chances are high, you rapidly clicked again to discover a competitor’s web site, the place you felt extra comfy and safe.
Your guests may really feel the identical approach if you happen to do not take note of the way you come throughout to your audience. That is why it is essential to determine your model fashion earlier than you redesign your web site.
On this article, I’ll share 5 questions that you must reply to find out what you are promoting model identification and create the simplest web site potential.
Extra on on-line.
Compelling, benefit-driven copywriting.
Folks aren’t going to purchase from a small enterprise if the copy focuses closely on product specs or lacks a cohesive story. It is whenever you begin to speak about why somebody needs what you are promoting you could really attain your audience.
A further problem for Progressive Sleep Options: they’re promoting high-end merchandise on the lowest worth, however shopping for a mattress remains to be a substantial funding.
So, we knew we wanted to rapidly seize individuals’s consideration with the appropriate copy, slightly than highlighting worth factors.
As a part of our on-line advertising technique, we appeared for what issues every product solved. For instance, a way of life adjustable mattress is good for not solely individuals with a medical situation corresponding to acid reflux disorder, but additionally for folk who prefer to learn or use a laptop computer in mattress.
Equally, we discovered a magnet remedy mattress acts like a mini electrical heating pad to stimulate blood circulation and ship vitamins to restore and heal broken tissues whilst you sleep. You get up pain-free and rejuvenated.
Is not that rather more attention-grabbing than product specs?
Progressive Sleep Options’ on-line advertising technique additionally consists of touchdown pages and weblog posts with rigorously chosen key phrases to additional clarify the advantages of their merchandise and maximize search engine optimization for extra natural visitors.
Strategic ongoing search engine optimization, SEM & social media campaigns.
Our work does not finish when the web site is full! To assist Dave and Terry keep aggressive, make gross sales, improve leads and interact their viewers, we now have now turned our focus to concentrated search engine optimization, SEM and social media campaigns.
search engine optimization stands for search engine marketing and is a non-paid on-line advertising technique that centres round optimizing your web site and content material with phrases and phrases that folks would sort right into a search engine.
By doing key phrase and competitor analysis, we created goal key phrases to make use of throughout the web site and inside copy.
SEM stands for search engine advertising, also called paid search. Probably the most generally used paid search device is Google Adverts.
By shopping for visitors that drives to the web site, we’re fast-tracking the location’s approach to the highest of the search outcomes, and hopefully growing gross sales.
We do that successfully by:
? Concentrating on geographic areas
? Creating advert campaigns that talk to the goal audiences in these areas
? Writing related advert copy that can entice and compel their audience to click on on the advert
? Monitoring frequently for clicks, impressions and conversions
SEM generally is a nice on-line advertising technique to ramp up on the time of a web site launch; you may then scale back your paid advert price range as you progress greater up within the natural search outcomes with search engine optimization.
We’re additionally sprinting ahead with an Instagram-centric social media marketing campaign that visually showcases their wholesome sleep options.
The method of bringing web site redesign concepts to life is a collaborative, iterative one. It takes correct planning, working with knowledgeable advertising crew and testing and tweaking as you go!
It took a number of speaking and dealing collectively to get to the finalized Progressive Sleep Options web site. However we love the method, and we now have one other web site and rebranding challenge to be pleased with!
To what you are promoting success,