Web Design
Increased Lead Quality and Quantity through Website Redesign, Digital Marketing, and HubSpot Integration

Situation: “Brochureware” Website Offered Minimal Technical Data to Engineers and Purchasing Agents

Halco USA’s website offered little in the way of a customer journey. It was built on the outdated assumption that visitors to the site would almost immediately engage with a sales rep to discuss the technical aspects of their fastener needs. The site was difficult to update, and it gave short shrift to SEO considerations. A complete website redesign was necessary to transform the website into an engine for engaging customers and prospects, generating leads and guiding sales, prior to a rep stepping into the process.

Solution: A B2B Website Thoughtfully Redesigned For Flexibility, Searchability, and Efficiency

The most unique part of this project was that we built their CMS using a powerful and scalable page builder called Beaver Builder. While we’re more likely to recommend a site built within WordPress-native Gutenberg tooling, the reason for choosing Beaver Builder was simple: the team at GlobalTranz had a design and development background, and were already well-versed in using tools similar to Beaver Builder. Their background knowledge about what they were asking for and collaborative effort used during development gave us the ability to create a solution to meet their exact needs.

Beaver Builder also gave us the ability to create the flexible modular blocks requested so that, in the future, they’d be able to easily create new content to the scale they needed to fit their acquisition plans.

The other big focus on this project was migrating the content from Cerasis.com, a recent acquisition, into their main GlobalTranz site. The process involved a complex redirect process to make sure nothing was lost during the process of transition and development.

When it came to re-tooling their navigation, we made choices based on their three main target audiences:

  • SMB transactional and enterprise shippers needed to be directed to the technically-focused content and straight forward price comparisons they wanted
  • Carriers wanted easy pathways to software solutions, so easy-to-follow drop down pathways were developed
  • Contact information for agent recruitment teams was highlighted for agent prospects that wanted to talk about tech and back of house operations

Overall, the experience working with GlobalTranz was one of agile collaboration and flexibility — both for the new website and for us.

Services Utilized

  • Web Design & Development
  • Digital Marketing
  • PPC
  • SEO

Project Information

Client:

Halco USA

Location:

20269 Mack Street Hayward, CA 94545

Date:

February 21, 2020

Website:

https://www.halcousa.com/

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