Web Site Strategy Consulting
Case Studies

As a consultant, I'm asked to work with either an existing Web site, or with a new one.

Website profitability is a confusing term that can mean many things to many people, from the obvious actual revenue or outcome generation to maximizing all potential scenarios.

In my research of reviewing over 5,000 Websites, 95% of them are not at optimal profitability, although most are generating some results – and perhaps leading to lowered expectations.  Almost all sites could be achieving more than they are.

When you work with me we ensure that the site appeals to all of its potential markets, engages its visitors with content that positions the credibility and expertise of the business, and motivates them to respond as desired.

I achieve results with my clients on time and within budget because I charge by the project, not by the hour (with the exception of my one hour phone consult).

I really like working with decision makers who can take action based on our recommendations. I enjoy clients who "get" marketing and the Web as important and exciting, and who are creative.

Often, my insights open up wider issues around the overall strategy and marketing of the business.

Here are some examples of recent assignments:

Fine Science Tools (USA), Inc.

Fine Science Tools (http://www.FineScience.com) is a distributor of precision surgical and microsurgical instruments to the scientific and biomedical research community. The US arm of the company is based in Foster City, CA.

The company Website is both an e-commerce site for direct sales, and also a lead generator for telephone enquiries and sales.

FST were looking to redesign their site, which was fairly basic. In particular, they wanted to replace static product pages with a dynamically generated catalog, while retaining their organic search engine rankings.

Following an in-depth review, the Website was reworked to incorporate a dynamic catalog and improved user interface. The percentage of sales completed online rose from 15% to up to 25% of the total. Customers report a better shopping experience, and are sending other buyers to the site. The higher online buying rates result in lower fulfillment costs for FST.

“You showed us that each page should have a consistent framework and branding, and provide a cleaner user experience” – Steve Reynolds, Chief Financial Officer.

Birkman International, Inc.

Birkman International (http://www.Birkman.com) is a provider of a personality assessment tool known as the Birkman Method®. Users of this tool include corporate human resource professionals, independent consultants, executive coaches, educational institutions and other non-profit organizations. The company is based in Houston, TX.

The public Website is primarily a credibility builder for prospects in the various target audiences, as well as for individuals looking for further information on the techniques.

Birkman had never really analyzed their Website’s effectiveness. The site included a large amount of content, however not all of the material was relevant, and it was difficult to navigate. There was concern that the level of outreach provided by the Website needed improvement.

Following an in-depth review, the site was redesigned to be much more navigable, and to incorporate at least one call to action on every page. A series of white papers and a blog were added to build credibility and to act as lead generation tools – a new salesperson has since been hired to handle the increased volume!

“You got us thinking about our Website at a strategic level, in a way that I could understand” – Richard Goldman, Chief Operating Officer.

StoneL Corporation

StoneL (http://www.StoneL.com) is a supplier of process networking and valve communication technology. The company is based in Fergus Falls, MN.

The Website serves as an online product catalog and customer support resource, and also as a distributor locator for sales enquiries.

StoneL has an extensive catalog, and the Website is intended to replace expensive printed materials. However, there was concern that the site was very complicated, and that it was difficult for visitors to find relevant products and information.

Following an in-depth review, the Website was reworked. Customers then rated the web site at 9.4 out of 10 - a 28% improvement! A number of them also commented that the site was much more user-friendly in their ability to find products to meet their needs. A series of “Fast Links” were created, which allowed visitors to use different paths to the same end-point, cutting down the number of steps required to complete an interaction.

“The traffic reports were instrumental to our understanding - you gave us a good handle on what was happening, and some really good ideas as to how to reconstruct our site” – Wally Stommes, President.

Easi File

Easi File (http://www.EasiFileUSA.com) manufactures and sells vertical steel filing cabinets for storing blueprints, maps film, printed circuit artwork and tapeups. The company is based in Irvine, CA.

The Website is both an e-commerce site for direct sales, and also a lead generator for telephone enquiries and sales. Easi File does business at an international level.

The company was just starting to evaluate pay per click advertising, and the Website was attracting potentially well-targeted traffic. However, over 50% of visitors were leaving immediately from the home page which was complex and confusing. Prospective buyers were clearly unable to find the right product to meet their needs, even though Easi File maintains an extensive inventory.

Following an in-depth review, the Website was redesigned and the target keyword list was refined. Since then, traffic to the site has increased by a factor of 10! Customers report that it is now easy to find products and order online, which reduces fulfillment costs. And Easi File is shipping to new customers both in the US and overseas that they would never have reached without a new and effective Website.

“You showed us what the issues were so that we could deal with them, and your report was instrumental in providing the foundation of the redesign” – Brad Barrett, Chief Executive Officer.

 

Have me speak at your next meeting

Contact me for one-on- one consulting

Read my articles

;-) Recommend this site to a colleague