Northern Connectors are an specialist distributor of industrial connectors and components that provide simple solutions for technical problems. They are an authorised distribution partner for a variety of leading brands including Binder, Conec, Harting, Hirschmann, Hummel, Lumberg Automation, PMA, Radiall & Souriau.
The company supplies connectors for many industries including automation, broadcasting, energy, lighting technology, transportation and many more.
Their goals were to:
- Improve brand visibility
- Improve organic visibility
- Increase leads and revenue
- Secure press coverage
As part of our review and analysis of the site and its performance, it became apparent that there were fundamental issues on the website that needed to be addressed in order to ensure the PPC and content marketing campaign work was as effective as possible.
In our audit, we discovered that the user experience of the site was poor, which was further impeded by the fact the site was not mobile responsive.
The Website - Our Approach
Having worked with the client for a number of years we already had a clear understanding of their target audience. Combining this knowledge with our analysis, we determined that the website had to have the following features in order to improve the user experience:
- Demonstrate Northern Connector’s expertise
- Provide a quick search function and clearly display their products
We also knew that if we clearly defined the user experience for each audience it would increase traffic. To achieve this, we segmented the new site to target their different audiences, which span across a number of different industry sectors.
With clear product display, a quick product search function and an intuitive platform, users could find what they wanted straight away.
To add the finishing touches to make sure the site was as SEO-friendly and keyword-optimised as possible, we wrote addititional Industry pages and refreshed the manufacturer and product pages.
To complement the new website, our content marketing campaigns for Northern Connectors were tailored to further boost the organic visibility and brand awareness of the company, resulting in increased leads and revenue.
Activities included the design and promotion of infographics on the themes of "How to save water in your home" and driverless cars. We also incorporated our PR & Outreach service to generate newsworthy stats for the distribution of press releases around issues such as GM food and robot-operated surgeries.
Following the redesign, in the first three months after launch the conversion rate of the new site saw a 32% increase over its predecessor, leading to an increase in the number of enquiries by 16%.
The level of engagement and bounce rates improved dramatically due to the improved user experience.
Total traffic to the site increased by 59%. In particular, organic traffic improved by 82% following the web page additions and improvements.