PLITEK is an expert manufacturer and custom converter of precision die-cut components and converted materials, including thin-gauge films, plastics, foams, and adhesives, for a wide range of industries. They also supply specialized products such as PLI-VALV package degassing solutions and PLI-TAB merchandising solutions.
Situation: A Decade-Old Website Did Not Reflect Full Capabilities or a Look and Feel that Inspired Trust
PLITEK had most recently redesigned its website in 2011. Updating and expansion were urgently needed to bring the website into alignment with best practices, to generate more leads, and to improve PLITEK’s digital presence. The 2011 website did not reflect the company’s full range of capabilities, markets, and products, nor did it reflect the quality of their offerings. The outdated website focused too heavily on the PLI-VALV and PLI-TAB products and gave short shrift to the company’s full converting and die-cutting capabilities.
Solution: Strategic Planning Up Front to Create a Robust Sitemap
Strategy for the redesign was determined by the need to showcase PLITEK’s full converting and die-cutting capabilities and the wide range of markets these capabilities can serve. The company has more capabilities under one roof than most of its competitors, and the new website needed to clearly demonstrate this. We began by working with the client to strategically develop a robust sitemap that would encompass deep content for their key audiences and improve the website’s SEO.
To help build out content for the purpose of showcasing PLITEK’s offerings to a wider range of markets, particularly automotive and medical, we conducted interviews with subject matter experts and wrote content for a group of high-level pages. We then trained the marketing team on how to craft and enter the content they were writing in-house, and we helped them set milestones for completing content to fall in line with the overall production schedule. A positioning-and capabilities-led homepage and well-organized page layouts throughout the site capture and maintain user engagement.
To help prospects find the information they are looking for, and to instill trust in PLITEK’s breadth and depth of services, we developed a robust applications section that allows visitors to filter by capabilities, services, and markets. This feature guides prospects through the complexity of PLITEK’s offerings and the wide variety of industries they serve, from automotive and aerospace to packaging and merchandising, while helping them narrow in to the content most relevant to their unique use case. With site-wide CTAs, website visitors can easily opt to learn more, contact the company, or request a quote no matter what page they are on. Datasheets and other technical resources are also freely available to download.
Results: Increased Quality Traffic and Leads
The new modern website provides a branded, intuitive user experience that features easy navigation, well-placed call-to-action(CTA) buttons, and SEO-influenced copy that attracts, engages, and converts ideal customers. PLITEK is receiving more qualified leads each month and the number of form submissions has increased significantly. The post launch metrics show that overall sessions have increased by 18%, new and returning users have increased by 8%, and users are viewing 40% more pages per session. PLITEK has seen a steady increase in keyword rankings over a six month period going from 79 keywords to 175 keywords. This increase can be attributed to on-page optimization for the entire site. Organic traffic has increased by 22% as a result of our SEO efforts and effectiveness. Overall, more visitors are coming to the website, the quality of those visitors continues to improve, and the actions the visitors take such as submitting a form or downloading a piece of content validate that the new website is performing well.
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Windmill Strategy is a web design company & digital marketing agency helping B2B industrial manufacturing companies achieve increased visibility, higher quality leads, and greater marketing ROI through smarter web design. Our website design and B2B digital marketing approach goes beyond “more traffic,” seeking out better traffic, by gaining the attention of the specific niche groups of buyers and influencers that represent your best customers. We help our clients communicate and sell their complex products and services to multiple audiences – be it through web design or digital marketing and SEO. Working collaboratively with your in-house marketing and sales team, we design websites that drive leads and sales that result in overall business growth. Schedule a call to learn more.