How We Rebranded, Redesigned & Redefined a Small Enterprise
A Case Examine on Progressive Sleep Options, Surrey, BC
Our workforce loves serving to small enterprise house owners rebrand-from bringing web site redesign concepts to life to rising engagement on social media.
It isn’t 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 virtually foolish to say how difficult a yr 2020 has been for small companies. I am certain you have heard it 1,000,000 occasions!
However the truth that it was such a troublesome yr 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’ authentic web site wasn’t supporting or rising 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The positioning featured an outdated design and an absence of compelling search engine marketing copy. There was no point out of their values or health-centred strategy, that are what set them aside from the big-box shops.
Up to now, Dave and Terry had additionally been utilizing extra conventional promoting campaigns reminiscent of radio, TV, print and even boards at Rogers Enviornment 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 strong eCommerce web site and implement a brand new on-line advertising technique.
It was time for a recent strategy, so that is how we modernized Progressive Sleep Options’ model to present them a aggressive edge going into 2021.
A whole 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 consumer, we began with an in-depth model evaluation to outline their distinctive promoting proposition (USP), target market, firm imaginative and prescient, model positioning and extra.
This evaluation strengthened the necessity to give their current emblem 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 It was not solely outdated, however it didn’t replicate the wholesome vibe that was wanted to place them otherwise from different mattress and mattress sellers.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 brand redesign course of was a collaborative one bringing David and Terry into the combo each step of the way in which, guaranteeing the ultimate design was one they liked and knew represented their model positioning precisely.
One other considered one of our web site redesign initiatives was to give you a brand new tagline to distinguish the corporate from their big-box opponents. As a result of the house owners delight themselves on promoting pure, natural and made-in-Canada merchandise wherever doable, «Sleep More healthy. Dwell Higher» was the profitable 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 structure that exhibits what components will likely be on an internet web page. You do not simply begin creating menus, slapping on photographs and placing in hyperlinks on a stay web page!)
It is vital for small enterprise house owners to grasp there’s a lot extra to a web site redesign than choosing emblem colors and font sizes!
For instance, a giant a part of the method is taking the person expertise into consideration. What course of stream will they undergo to make sure a simple expertise whereas on the positioning?
When designing and creating the Progressive web site, we needed to ensure web site guests instantly know they’re in the precise place and might simply discover the merchandise they want.
Moreover, guaranteeing a web site seems to be nice on any system, from desktops to smartphones is essential. Photos and font sizes could look excellent in your laptop however break or look crowded on a cellphone display screen.
Whereas there’s an excessive amount of creativity concerned in implementing web site redesign concepts, a variety of your success will depend on well-executed net growth.
Since we do not use cookie-cutter templates, bought themes, or DIY third celebration web site builders, our shoppers know they’re getting the perfect quality-built web site that may showcase their model completely.
The Progressive web site was in-built WordPress utilizing a custom-made WooCommerce plugin for the buying cart system. We additionally built-in Fixed Contact for record constructing and being able to ship deserted cart emails to those that go away the positioning with out ending their buy.
As you possibly can see, until you are a advertising/technical/designer guru, rebranding your corporation 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 contemplate hiring a full-service skilled net design and growth firm.
Learn: The Significance of Model Messaging for a Profitable Web site Redesign
I am certain you have landed on somebody’s web site and felt like one thing was simply… incorrect; or possibly you have been out of the blue turned off with out even understanding why.
Chances are high, you shortly clicked again to discover a competitor’s web site, the place you felt extra snug and safe.
Your guests may really feel the identical manner for those who do not take note of the way you come throughout to your target market. That is why it is essential to establish your model type earlier than you redesign your web site.
On this article, I will share 5 questions it’s essential reply to find out your corporation model id and create the best web site doable.
Extra on on-line.
Compelling, benefit-driven copywriting.
Individuals aren’t going to purchase from a small enterprise if the copy focuses closely on product specs or lacks a cohesive story. It is if you begin to discuss why somebody needs what you are promoting that you may actually attain your target market.
A further problem for Progressive Sleep Options: they’re promoting high-end merchandise on the lowest value, however shopping for a mattress continues to be a substantial funding.
So, we knew we wanted to shortly seize individuals’s consideration with the precise copy, moderately than highlighting value factors.
As a part of our on-line advertising technique, we regarded for what issues every product solved. For instance, a life-style adjustable mattress is right for not solely individuals with a medical situation reminiscent of acid reflux disorder, but additionally for people who prefer to learn or use a laptop computer in mattress.
Equally, we realized a magnet remedy mattress acts like a mini electrical heating pad to stimulate blood stream and ship vitamins to restore and heal broken tissues when 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 marketing for extra natural visitors.
Strategic ongoing search engine marketing, SEM & social media campaigns.
Our work would not finish when the web site is full! To assist Dave and Terry keep aggressive, make gross sales, improve leads and have interaction their viewers, we now have now turned our focus to concentrated search engine marketing, SEM and social media campaigns.
search engine marketing stands for SEO 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 kind 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 referred to as paid search. Essentially the most generally used paid search instrument is Google Adverts.
By shopping for visitors that drives to the web site, we’re fast-tracking the positioning’s method to the highest of the search outcomes, and hopefully rising gross sales.
We do that successfully by:
? Focusing on geographic areas
? Creating advert campaigns that talk to the goal audiences in these areas
? Writing related advert copy that may entice and compel their target market to click on on the advert
? Monitoring regularly for clicks, impressions and conversions
SEM could be a nice on-line advertising technique to ramp up on the time of a web site launch; you possibly can then cut back your paid advert funds as you progress greater up within the natural search outcomes with search engine marketing.
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 an expert advertising workforce and testing and tweaking as you go!
It took plenty 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 happy with!
To your corporation success,