Web Design Case Study & Process for Lead Generation
Web Design Case Study: The process for a small business Site Launch & Lead Generation for
H. Paulson Livestock and Feed turn key.
Web Design Case Study Overview
Brand & Site Objectives + Web Marketing
Create Branded Website
Create A Web Presence
A) Lead Gen by Phone
B) Lead Gen by Form
Mobile Friendly Responsive Design
Create Easy to Manage CMS
OUR WEB DESIGN PROCESS AT WORK: CASE STUDY
Every business is unique and so are their needs for website design and marketing as illustrated in this case study.
A WEB DESIGN CASE STUDY IN THE MAKING
H. Paulson is a unique project and one that we think illustrates our full range of web design, development and marketing services in it’s complete form for a small business. This project is so unique, that we were actually contracted to develop this website by one of H. Paulson’s Customers! This customer was so impressed with the quality of horse hay, but so discouraged about how hard it was to find that they contacted Pixel to create a web presence on H. Paulsons behalf. That’s customer loyalty!
HOW TO SCOPE A WEBSITE PROJECT
You have to determine clients actual needs for a website ie: functionality, components, messaging and delivery. Once this is accomplished you need to provide real world pricing or in this web design case study, work backwards from an established set price and lay out the what and how of things to be accomplished in order for the site to be effective. In this instance, we need to tick the boxes for:
• responsive website
• easy to use admin
• website content
• branded content
• website marketing
DESIGNING FOR THE RIGHT AUDIENCE
An effective web design case study means considering the audience, goals, website content, engagement and delivery of content as well as integrations and functionality to make it all happen.
To hit these goals we needed to create minimal but highly targeted landing pages for products and services backed by clear call to actions to drive motivated customers to call. To work within this budget we were going to have to focus on the website landing pages as a primary funnel, build a local business presence, but rule out long-term SEO. We also ran a competitive analysis for Adwords and were able to come up with a highly effective 3-6 month adwords strategy to dominate the top of Google for highly competitive search terms.
A WEB DESIGN CASE STUDY WITH TURN KEY APPROACH
1. WEBSITE CONCEPTS
As part of the web design process, we start with initial intake calls, and industry research, we then moved quickly into style concepts, and as the client wanted little to no input, we were able to research, suggest ideas and present concepts with minimal interference. After competitive research, our recommendation was to create a cleaner more modern branded approach to livestock feed – something that would really stand out.
Ultimately, we wanted to create a very distinctive and memorable website presence that wouldn’t be confused with the others.
2. WEB DESIGN FOR THE USER
When it comes to web design for the user experience, understanding who the audience is and what they are looking for is key.
Everything about this site is designed to quickly communicate H. Paulson’s product offerings without a lot of work. Each landing page features custom website copywriting, layouts designed to highlight branded elements and create focus on important points for customer motivation.
3. THE CMS BACKEND
The user experience is important for both the site visitor and the site manager.
For the site owner/admin having complete control over your Heading Tags, meta information, images, galleries, image alt tags, xml sitemaps, blog content, etc is extremely important. It’s not just about having access though — clients want a CMS that’s easy to use. Pixel builds on WordPress for this very reason. Not only are WordPress websites designed to grow with any business, they can be customized for such intuitive drag and drop management in the admin area.
4. DRIVING WEBSITE TRAFFIC
Part of what makes this web design case study truly full service is that it’s backed by online marketing for traffic and brand building. To help set this website launch up for success, we included some foundational on-site optimization, seo content writing, and initial key business listings/citations for local visibility. We then backed that up with a strategic Google PPC campaign for a flat fee of $1,200 to run for approximately 4-6 months running in the entire state of Oregon.
Did it work? Absolutely!
Based on an approximate Ad Spend of $1,000 to date = $.78 CPC
Of the 1,395 Clicks we had 90 Calls and 118 Map Actions = 208 Leads
An average of 14% of leads converted to sales at an average order value of $350 = $10,192 Revenue
That’s a 101% Return on Ad Spend!
5. GETTING VISIBLE ONLINE?
Remember those local business citations we were talking about? Well, how did that work out?
In terms of new leads:
• 53 Website Visits
• 34 Requests for Directions
• 8 Phone Calls
6. WEB DESIGN CASE STUDY SUMMARY
This H. Paulson web design case study is a great small business design and development project to illustrate a wide range of creative services applied to a brand new site launch. This web design case study touches on just about every component for a successful launch:
The end result – a scalable website, web presence and online marketing strategy to grow with their business. You can view the live site here.
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