The Background
Enelco International is a company that supplies industrial equipment to Fortune 500 companies, including GE Energy, Alstom Power, and Hita-chi Plant Technologies, in the air pollution control field.
Their previous website needed to be updated in design and content. More importantly, it can’t represent their current marketing positioning and generate potential leads.
Previous Website:
This project was redesigning and repositioning their international web-site to fit their business and marketing strategy.
New Website:
The Goal
After the project kicked off, we worked with Enelco to define three goals for the website.
1. Lead generation design
- The website needs to convert the visitors into sales leads. The whole design process will keep “lead generation” in mind.
- A B2B website is usually solution-focused. Enelco preferred an ele-gant and practical design that aligned with their brand image and in-dustry rather than a sexy design. The new website aims to convince visitors of Enelco’s ability to solve their problems.
2. Improve brand trust for their visitors
- B2B digital marketing is about building trust and relationships with current and potential clients. The website needs to be trustworthy for visitors.
3. Future-proof to pair with B2B digital marketing campaigns
- Having a good B2B website won’t make people come. The compa-ny needs to promote its website. The website must be aligned with future digital marketing campaigns, e.g., SEO (search engine opti-mization) and PPC (Pay-per-click).
B2B Marketing-driven Website Development Process
- Understand the client’s business and marketing strategy. The B2B website needs to be in line with business and marketing strategy. It was implemented through a kick-off call and questionnaire.
- Optimize the site structure. After understanding the client’s business and marketing strategy, we optimized Enelco’s site structure within the project scope.
- Develop the user flow. After having the final site structure, we designed a user workflow map. The user workflow map indicates how we want to direct visitors within the website and where CTA (Call-to-action) is.
- Develop the content map for the whole website. After we delivered the site structure and user flow, we suggested content ideas to align with each page.
- Design the webpage and develop the website. The final stage was to implement design and development.
The Features
1. Prioritize their content messaging for their target audience on the home page.
- Use one sentence to deliver their value proposition on their banner.
- Emphasize four core services to help their potential clients avoid confusion.
- List feature projects to demonstrate their capability.
- Put testimonials to increase the trust of visitors.
2. Optimized the About Us page
- We listed the company history and six introduction points to make visitors easily understand.
- We put success stories in the timeline to help visitors understand their past success.
- B2B marketing is all about trust and relationships. We use real team photos to increase visitor trust.
3. Easy-to-read layout
- No one likes to scroll a long webpage. Every page is not too long.
- Internet users are impatient. We designed the content layout to be easy to skim.
4. E-commerce feature for standard products
5. CTA (Call-to-Action) action everywhere
6. Easy to go with B2B digital marketing campaigns
- We designed the site structure to be SEO-friendly.
- Most pages can be digital marketing campaign landing pages, thanks to CTA everywhere and lead generation content design.
- We use an open-source CMS system, Drupal, to develop websites. It would be easier to implement and maintain digital marketing campaigns.
The Results
- The bounce rate decreased by 40%.
- The average on-site duration increased by 50%.
- The average monthly website leads increased by 3X.
