Strategic website redesign and precision digital marketing resulted in a 1,000% increase in leads and an explosive increase in visibility on search engines.
1,000%
Increase in leads from a redesigned website, SEO, content marketing, and digital advertising.
400%
Increase in organic search traffic through precisely executed on-page optimization and a comprehensive content marketing campaign.
50%
Higher conversion rate than the industry average through marketing psychology-driven conversion rate optimization.
100+
Page one rankings on Google for highly competitive keywords, short-tail keywords.
Project Overview
Background
Insulgard is a leading provider of architectural security solutions. They manufacture, sell, install, and consult on bullet, blast, and forced entry-resistant glass, doors, and entryways. A subsidiary of Polymershapes, a billion-dollar plastics distribution company, Insulgard had the resources, expertise, and product to provide the best solution to architects, building owners, and municipalities; however, they were losing market share.
Their website was dated, poorly reflecting their brand, almost invisible to search engines, and generated less than 20 leads per year. Insulgard faced increased competition from new competitors who prioritized digital marketing and had prevalent online visibility.
Issues to Solve
- Dated website that failed to tell its brand story
- Lack of visibility on search engines
- Website generating less than 20 leads per year
- Losing market share
Our Solution: A comprehensive website overhaul paired with a targeted and strategic digital marketing campaign
Discovery & Strategy
We started with a rigorous discovery phase to learn everything about the business, target market, competitors, and objectives. We quickly identified that Insulgard’s primary target wasn’t the ones purchasing their products directly but rather the architects who wrote their products into their specifications.
Based on our findings, we developed a detailed strategy outlining how to leverage marketing psychology and UX design best practices to craft a website that builds awareness, attracts new customers, and turns visitors into qualified leads.
Brand Messaging
Through our brand discovery framework, we determined the Insulgard brand’s key attributes and designed a visual layer communicating its unique, leading position within the market.
Through our branding story methodology, we identified Insulgard’s brand tone, which would later be woven into the copy and visual language established for the new website.
Website Redesign
Using our detailed roadmap in our website strategy, we mocked up a refreshed brand image and key pages to position Insulgard as the market leader they are while also leveraging marketing psychology to persuade prospects to convert into sales-qualified leads. While most of their traffic came from desktop devices, we prioritized the mobile experience to be future-oriented.
Website Development
We built the site on the WordPress content management platform to allow for streamlined expansion and make it easy for the Insulgard internal team to create visual and content updates.
Our build included a custom product management system, allowing for effortless updates and additions to their core products, a quick search to find CAD files (a priority for architects), a project portfolio, and a custom blog.
Mobile responsiveness was built in, ensuring the site would function ideally on a smartphone, tablet, or computer monitor.
Search Engine Optimization
The website was built incorporating search engine optimization best practices to ensure it served as a strong foundation for our future optimization efforts.
Once launched, we initiated a dedicated SEO campaign, starting with competitive and keyword research. We developed a strategy to gain top rankings and qualified search traffic by identifying the highest priority keywords, how to optimize existing content for maximum impact, and a content strategy for filling gaps and targeting broader keywords.
The website went from ranking for zero non-branded keywords to over 2,700 total ranking keywords and 100 on page one. This included highly competitive keywords like a top 3 ranking for “bulletproof glass.”
“3.7 Designs was a great partner in the design and implementation of our new website. From the onset, they personalized the experience, identifying what differentiated us from our competition and using those strengths to build a site in which we’ve realized immediate benefits. We’re now on the first page of Google searches, which was the ultimate goal of this project. I highly recommend working with Declan, Ross and the rest of the 3.7 Designs team.”
Steve Hurley
General Manager, Insulgard Security Products
Digital Advertising
To augment our search engine optimization efforts, we deployed a supplemental Google Ads campaign to both test the effectiveness of potential organic keyword targets and fill gaps where Insulgard didn’t have the topical authority to rank at the moment.
The campaign was ROI positive within sixty days and delivered up to a 4X Return on Ad Spend (ROAS.)
Leads and Conversions
The website redesign, search engine optimization, content marketing, and digital advertising worked in unison to deliver a substantial impact, with monthly conversions going from less than one per month to over 200.
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