When Google’s Penguin algorithm launched in April, ConnectedSign – an industry leader in the digital signage industry for nearly 20 years – saw a dramatic decrease in site traffic and web leads. Concerned about the potential impact on their business, ConnectedSign approached Synapse with a challenge: could Synapse improve search rankings and better showcase their brand and content – in only three months?
“We started with a thorough assessment of their online and offline content and then moved on to studying user flows, lead generation strategies, navigation structure and keyword research,” explains Bobby Deraco, Synapse’s CEO and lead strategist. “Simply upgrading the design of their site wasn’t going to help our client achieve their goals. We needed to start with a blank slate, and ConnectedSign agreed.”
Synapse’s creative team went to work immediately, meeting with ConnectedSign’s team to develop a message and look which complemented their brand. Working closely with the creative team, Synapse’s marketing team developed a plan to incorporate over 1,000 pages of educational, sales and blog content into a cohesive structure that was functional and beautiful.
Jared Hippensteel, head of front-end design on our Interactive team, explained the biggest challenge. “After reviewing the content, we determined that we needed to build two dozen different page templates and nearly 100 content pages for the site. We could have cut corners to speed up the build, but we felt it was in our client’s best interest to create a more complex site; one which would normally require six months to build. We did it in three anyway.”
Fast forward three months, and the all new ConnectedSign website is live. Our client is ecstatic and we are already seeing leads coming in on day one. There will be more SEO work to come, but for now check out ConnectedSign’s website at www.connectedsign.com and leave us a comment below to tell us what you think of our latest creation.
During this website build, a sampling of the services we provided to ConnectedSign were:
- Complete design and content overhaul
- Extensive user experience design and testing
- Search engine optimization strategy and implementation
- Custom blog
- Salesforce.com integration for drip marketing campaigns
- Custom job application forms
- Lead generation pages and contest strategy
A huge THANK YOU to ConnectedSign for allowing Synapse the opportunity to do one of the things we love most – creating awesome websites (for even awesomer clients) that deliver big results!