Client
Stoett Retractable Screens
“Overall we look at Effect as an integral part of our marketing team. We enjoy that we can have Effect take on certain tasks and run with them keeping our company’s best interests in mind. “ – Chris Stover, President, Stoett Industries
corporate marketing plan summary
Stoett’s retractable screen products are for upscale homeowners and commercial owners requiring quality, custom-built retractable screens for small to large unique applications. Stoett’s retractable screens make more usable space and provide shade & privacy, while retracting into a very discrete enclosure.
online objectives
- Present the product clearly. If customers understand the product well, sales will increase. If we do not improve the online product presentation, we’ll continue to have lower numbers of sales, limited numbers of dealers, and lose customers to competitors who more clearly present their products’ features and benefits.
- Use the website as a main marketing tool for both dealers and end-customers. By having a central location for marketing information, we’ll save time on the phone with dealers and provide them with better resources to help them sell to customers.
- Help prospective customers know which product is best for their application. Improving this aspect will increase leads. A big reason we lose potential customers is they don’t know which product is right for their application.
- Increase leads through the web. Achieving priority ranking in Google for the right keywords will bring more potential customers, leads, sales and even dealers. By not acting, we let competitors gain a stronger foot hold with search engine reputation – making it more difficult to gain ground later.
solution
Step 1: !nsight Lab
We identified the best sources of information, gathered data, performed ROI tests and provided objective recommendations across all relevant facets of the web.
Step 2: Construction
We then implemented the new website, natural search engine optimization, and Pay-Per-Click campaigns according to our comprehensive plan. Effect planned all components for the website and managed all implementation at Effect – saving Stoett from any micromanaging. The presentation was aligned with Stoett objectives and branding.
Step 3: Radar
On an ongoing basis, Effect alerts Stoett of important changes that may affect Stoett’s strategy. Effect reports with monthly search engine optimization and Pay-Per-Click campaign summaries, ranking & traffic reports, as well as monthly ROI reports.
Results
The new website and correlating tools became the foundation for Stoett’s overall marketing strategy. They were able to achieve their goal of clarifying how their products worked and functioned and thus increased leads.
- New website had a very low rate of people who immediately left the site, a direct result of SEO and PPC efforts to attract qualified traffic
- 20% of visitors utilized the Find the Right Product tool
- Google traffic (from SEO) increased 733% in the first 15 months
- Leads from Pay-Per-Click increased by 196% without any budget increase
- Website consistently in the top spot on Google for Stoett’s most competitive key phrases
“Because of the combination of a better website layout and the Find the Right Product tool I think our customers are more clear on our product offerings and the custom size capabilities we can manufacture.” – Chris Stover
