Web Design
Positioning, Content & Website Refresh for B2B Rubber Part Provider

Situation: A Website With Outdated, Unclear Messaging

Midwest Rubber had an unfinished website that wasn’t saying what they wanted it to say. Development was stalled and despite working with a Storybrand consultant, they still felt like their messaging was unclear, their headlines weren’t engaging to their technical and very niche audiences, their resources were scattered, and their calls to action were inconsistent. Their site’s content and messaging needed a fresh perspective that understood B2B industrial marketing, so they sought one out.

Unfortunately, the first company they partnered with wasn’t able to give them the guidance they were looking for to engage their specific audiences. They broke ways with their first vendor and then approached Windmill Strategy seeking a fresh perspective. When Windmill received the project, there was 75% of a website to work with and an unfamiliar code and copy process to adopt and clean-up. So… we got to work.

Solution: Strategic Copy Updates and Development

Messaging and positioning was the main focus of this project. To be able to effectively improve and clarify Midwest Rubber’s positioning, we had to meet with them to learn about their brand, voice, and story. Those meetings and interviews translated into a value proposition and repositioning strategy focused around Midwest Rubber’s desire to be known for belting solutions.

This positioning update was the foundation for a subsequent content kickoff. This kickoff laid out an effort to draft new on page copy and headlines for the client’s six highest priority pages. Those new pages and their improved clarity then became the cornerstone for improved overall ease of navigation sitewide.

In addition to the work with content, messaging and navigation, we also analyzed their existing site backend set-up to verify that its codebase was sound and secure before migration and go-live.

After our analysis, we shared recommendations with the client on what needed to be done to successfully migrate the site and maintain consistent, updated messaging within. These recommendations included search engine optimization suggestions, ranking report creation, and keyword research.

The final part of this project was bringing that new positioning and content into the website experience, and getting an improved Midwest Rubber website ready for launch.

Together on this project, Midwest Rubber and Windmill Strategy were able to find success by focusing on the right motivator: delivering the right message to the right people in the right way.

Services Utilized

  • Web Design & Development
  • Copywriting
  • Messaging & Positioning
  • SEO
  • UX Consulting

Project Information

Client:

Midwest Rubber

Location:

14307 28th Place N Minneapolis, MN 55447 USA

Date:

June 28, 2020

Website:

https://www.midwestrubber.com/

Interested