Granite Transformations

Objectives

Before our intervention, the Granite Transformations website suffered from a combination of ineffective design and little online visibility. Also, the network of nation-wide franchises needed a central hub to manage content and customers. Blue Fountain Media redesigned the website, added a sophisticated content management system, and performed search engine optimization to increase the website's traffic and sales.

Methodology

As with other complex projects of this size, we first started out by planning the requirements of the project and our proposed solutions. The most complex system that was needed by Granite Transformations was the ability to not only create franchise microsites, but for franchisees to have editorial control over them to suit their own marketing needs.

Once technical requirements had been fully planned out, we went about conceptualizing the new design of the website to achieve maximum results. Messaging had to provide customers with answers to questions such as “How is this any different than granite?” and “How easy is it to get it installed?”. Strong calls-to-action needed to be included to push the customer to request a free consultation. Necessary information regarding products had to be intuitively accessible so as to facilitate the purchase cycle to the maximum.

After the relaunch of the website, the Blue Fountain Media marketing team went to work, fully optimizing website pages for search engines and creating valuable content, which eventually got picked up by major blogs and websites. Conversion optimization helped take full advantage of the significant increase in traffic that the website is experiencing. Within 6 months of the relaunch, the Granite Transformations website was already ranking for over 30 keywords and had increased conversions by 35%. The combination of traffic and conversions is a potent combination - one that makes GraniteTransformations.com the ultimate sales tool.

Results

The company's Vice President of Marketing, Carl Griffenkranz, was astounded by the results that the Blue Fountain Media team was able to achieve. In his words, "Blue Fountain Media transformed our website into a vital part of our sales efforts."

• Average monthly visitors have increase by nearly 100%.
• 51% of visitors to the website now come from search engines.
• There has been a 50% increase in consultations per week from the previous year.
• The website ranks on page 1 of Google for 68 high-value keywords and many more long tail search terms.