Apr 29, 2018

Building a website to capture leads

Bay Shore Systems, a manufacturer of foundation drill rigs used worldwide, had a website that was non-responsive, difficult to navigate and did not reflect the cutting-edge engineering capabilities of the team or its stellar customer service. With a desire to grow the company’s visibility and generate more leads online, we were engaged to push the Bay Shore Systems’ brand forward in the context of its website.


Easier to navigate, the new website allows users to compare rig models easily and sets the company apart with a contemporary look and feel.

Bay Shore Systems, Inc homepage design example on desktop, tablet and mobile.

The old website had a dated looking design and a poor user experience.

Bay Shore Systems, Inc. website prior to the redesign.

Discovering the difference
In any branding exercise, our goal is to bring a company’s differentiators to the forefront. The entire sales team was engaged in the process, with the opportunity for input at each stage. We conducted a survey of the internal team to gather opinions up front. And crafted a customer survey to see how customer opinions were in synch with, or differed from, internal viewpoints.


Attracting traffic and capturing leads
We built our strategy around increasing website conversions. Key elements of the website strategy included:

    • Responsive design: building a site that works equally well on desktop and mobile
    • Optimizing the site for search (SEO), such as including keywords on every page and tagging images in a new photo gallery
    • Adding a blog to keep content fresh and having a lead capture form present on every page to build a list of interested followers
    • Tying the site to social media: YouTube, Facebook, Twitter and LinkedIn
    • Offering downloadable content such as spec sheets and a brochure
    • Listing events where prospects and customers can connect with the company in person
    • Making it easier to find a nearby salesperson
    • Serving up measurement units based on user location (metric vs. imperial) for a more customized experience
    • Building the site to accommodate foreign language translations, and determine the right default language to display, in future phases


Designing with the user in mind
Based on a sitemap vetted by the team, the three design options we initially presented to the client were all focused on bringing product images and technical specs that are so important to this audience to the forefront without requiring multiple clicks to get to the information. Once the design was selected, we created the color palette, and wrote and designed all of the pages. The result is a site that positions this stellar manufacturing company for growth and gives them the foundation they need to market themselves more effectively.

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