Case Study: Salisbury Hardwood Flooring
Salisbury Hardwood Flooring is a family run business who source and fit quality hardwood flooring to dance and fitness studios, gymnasiums and prestigious homes in the UK and throughout Europe.
Salisbury Hardwood Flooring approached Innovative consultancy to create a strong brand and a website to promote their products and services, whilst improving their conversion rate. Our team created a stylish and contemporary look and feel for the site, planned the navigation, re-wrote much of the content and developed a strong SEO & SEM strategy (including identifying key negative terms) to increase traffic to the new site. The site immediately began generating quality sales leads and with the digital marketing strategy and processes in place, is set to go from strength to strength.
Brand Identity
The brief:
Create a strong visual identity that reinforces the Quality of SHF’s flooring range.
How we did it:
We presented a spread of initial designs from which the client selected the stylised ‘rings’ logo, which emphasizes the real wood flooring sold by SHF. This was then worked up into the final logo with the chosen typographic style for the company name completing the logo.
The result:
A highly professional company identity which has helped to raise the perceived ‘quality’ of the company.
Website design and development
The brief:
Create an impressive online brochure website, which manages visitors expectations and produces qualified lead enquiries from prospective customers. SHF wanted to focus very strongly on their Dance Floors and Sports Flooring audiences and to produce more lead enquiries from these audiences than from more typical consumers.
How we did it:
By focusing on the more ‘professional’ end of their market and using imagery that supports this type of installation we were able to reduce the number of ‘consumer’ enquiries and increase the number of ‘business’ enquiries.
The result:
The website is producing a better lead quality and an overall increase in the quantity and quality of traffic being generated by the website.
Click here to launch the Salisbury Hardwood Flooring website.
Email newsletter
The brief:
Introduce SHF to a wider ‘professional’ audience.
How we did it:
Series of staged emails progressing from a general introduction of the quality and service offered by SHF to specific incentivised offers for relevant products and services.
The result:
Open and click thru rates are on the increase. Multiple touch-points with prospective customers build up their perception of the brand and encourage enquiries after receipt of 3-6 messages.
Ongoing SEO
The brief:
Increase qualified traffic to the website and convert those visitors into qualified web leads.
How we did it:
On-page and off-page activity – from writing optimised landing pages and blog articles, to article submission and syndication. Planned use of infographics and social network marketing to encourage traffic and help prospective customers to ‘engage’ with the brand.
Our results so far:
More qualified leads are being sent to the company.
Visits have increased from 312 (October 2011) to 590 (February 2012)
Pages per visit has increased from 2.28 (October 2011) to 2.89 (February 2012)
Average time on site has increased from 1m 49sec (October 2011) to 2m 40sec (February 2012)
Bounce rate has dropped from 60.85 (October 2011) to 53.85 (February 2012)
