Strategic Growth-Driven Design and targeted inbound marketing led to increased conversions, a surge in organic search traffic, and increased brand awareness, delivering transformative business results and market visibility.
9,600%
Increase in organic traffic from a redesigned website, strategic on-site SEO, and optimized content marketing.
233%
Increase in monthly conversions through a comprehensive multi-channel digital marketing campaign.
79%
Increase in monthly website traffic, driving significantly more visitors to key product and service pages.
5M
5 million digital advertising impressions, expanding brand awareness for Polymershapes.
Project Overview
Background
Polymershapes is one of the world’s largest and most trusted distributors of plastic sheet, rod, tube, and film. With an expansive network of over 80 locations throughout North and South America, the company serves various industries with precision and reliability.
For more than seven decades, Polymershapes has built its reputation on the strength of the industry’s most knowledgeable sales and customer service team, delivering unparalleled expertise and personalized solutions that meet the evolving needs of its customers.
Recognized for their commitment to excellence, Polymershapes provides materials for aerospace, automotive, healthcare, retail, and more applications. Their team’s deep industry knowledge and dedication to customer satisfaction have made them a go-to provider in the plastics distribution space.
With high-quality products, tailored services, and a customer-centric approach, Polymershapes continues to set industry standards by combining traditional values with modern digital strategies to enhance user experiences and generate growth.
Issues to Solve
- Date website design that did not reflect their brand story
- Usability issues made it difficult to find critical information
- Lack of organic search visibility and traffic
- Low conversion rate and minimal lead generation
- Lack-luster product pages with missing critical information
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 analyzed key competitors to understand industry best practices, identifying gaps and opportunities for differentiation.
Detailed buyer personas were developed to understand the target audience’s needs, motivations, and pain points. We mapped out the buyer’s journey to better understand the buying process, identifying critical touchpoints to align messaging and design with user expectations.
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.
User Experience Design
Using our detailed roadmap in our website strategy, we designed an intuitive navigation system, making it easier for users to find product information and resources. We restructured product pages to quickly access essential details, improving the overall browsing experience. We applied cohesive design elements that reflected Polymershapes’ brand identity across the entire site.
We integrated clear calls to action through the website to maximize lead generation to guide visitors towards lead-generating actions.
Website Development
To maximize speed to impact, we leveraged a “Growth-Driven Design” approach where we focused on quickly releasing a minimum-viable website, allowing for continuous improvements based on user feedback.
We integrated HubSpot CRM to route and track leads to appropriate regional sales representatives automatically.
The site was built with performance in mind, ensuring fast load times, mobile responsiveness, and search engine-optimized code to ensure top-tier performance.
The site was built on a custom implementation of WordPress, enabling the Polymershapes’ team to manage and update the site content easily.
We developed a branch locator optimized for local search, making it easy for users to find nearby locations and improve regional search visibility.
Built a robust product management system featuring product details, applications, documentation, and related content to streamline user access to critical information.
Created a user-friendly product comparison system that helps customers quickly evaluate and select the right products based on their needs.
Search Engine Optimization
From a technical perspective, the site was built with SEO best practices, including lightweight code, mobile responsiveness, semantic mark-up, and a thoughtful URL structure. We identified high-impact keywords and optimized core product, application, and industry pages to improve organic search visibility.
Once launched, we implemented three-month SEO sprints focused on technical audits, content creation, and link-building. This included an extensive optimized content marketing initiative, during which we produced over 90 new pieces of optimized content to boost rankings and drive organic traffic.
This resulted in a 1,772% increase in total ranking keywords, 3,720 keywords ranking top ten, 696 ranking in the top three spots, and a 9,600% increase in monthly organic traffic.
Digital Advertising
To augment our search engine optimization efforts, we deployed a supplemental Google Ads campaign to test the effectiveness of potential organic keyword targets and fill gaps where Polymershapes didn’t have the topical authority to rank. These campaigns focused on the bottom-of-the-funnel leads, driving traffic to optimized landing pages. The initial campaign was so successful we launched 29 local advertising campaigns for high-performing Polymershapes branches.
The campaigns generated over 9,000 total conversions, with an average 11.14% conversion rate, and over five million total impressions.
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 increasing by over 233% percent.
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