COMPUTER HARDWARE COMPANY WEBSITE DESIGN USING WORDPRESS
I was contracted by Aniluin to provide marketing consultancy for their brand UROVO who manufacture mobile computer devices. The distributor wanted to improve the volume of leads being created for UROVO to provide their reseller network. The first phase of the project was to conduct keyword research in order to run a Google Ads Campaign to their existing website. The second phase was focussed on building a new local website to showcase the brand and product range to improve organic traffic while creating a platform to build from.
For many distributors in Australia this is a typical scenario. They have the rights to distribute a product in this territory, but their trading agreements don’t have provisions for much marketing activity. In some cases there may be a small percentage and at other times it might be funded by the brand based on quarterly or yearly marketing plans. Either way, most distributors rely on their reseller network to provide exposure for the brand, although, given the competitive nature of most product categories it can be difficult to build momentum with this strategy.
WHAT WAS THE MARKETING BRIEF?
Test Google Ads & build a fresh website.
Aniluin wanted to take an approach that was balanced between paid advertising and growing organic search results. They did not have a dedicated marketing resource within the business and wanted to support their reseller network to sell more of the UROVO computer products. The thought process was to run paid ads on Google to create awareness while working on the new website in the background.
They did have an existing Australian website for UROVO, but this was built by an internal staff member that didn’t have any marketing or website design experience. The business also didn’t have an understanding as to how much traffic was being generated or whether it ranked for any keywords online. This scenario for distributors is fairly common where the reliance is on the brand to generate awareness so they can focus on providing logistics and after sales support.
The opportunity was to create a new platform that the brand could build on and present the product range locally to help their reseller network.
WHAT WAS MY SCOPE OF WORK?
The marketing budget for this project was split between a Google Ads Campaign driving people to a landing page and then a new website build on WordPress. To deliver both elements I also conducted competitive research, keyword research while spending time understanding UROVO’s unique selling propositions so this could be used to ‘convert’ viewers to leads.
My marketing scope of work included;
WHAT MARKETING RESULTS WERE ACHIEVED?
The marketing execution delivered excellent results for Aniluin and UROVO. The Google Ads Campaign achieved a high % share against competitors and great brand exposure while the new website began to deliver record levels of organic website traffic. Each of the marketing elements were completed and delivered better than expected results while giving the distributor a great base to build on locally.
WHAT WERE SOME OF THE WEBSITE DESIGN HIGHLIGHTS?
There are lots of little details that go into designing a website that can make the difference to SEO results and converting visitors into enquiries / sales or leads. These elements have to work together to help generate traffic but once a person has arrived you have to have the right information to convince them to buy or enquire.
WHAT ACTIONS REDUCED THE POTENTIAL RESULTS?
For every marketing project there are always areas that can be improved on or that I recommend a business owner should undertake to maximise results. The distributor wanted to just get things started so they could evaluate the results before working out what to do next. In this example, it is important to keep in perspective that a 10 x page website will have little chance of competing with other sites with hundreds of pages that have been around for many years.
UROVO currently competes with global brands like Honeywell, Zebra and others who have sites with 80+ pages of in depth information about their products. Without similar depths of information it becomes hard to compete online in today’s world and would mean the brand relies on branded traffic that comes from people that already knows them.
WHAT ELSE COULD HAVE BEEN DONE TO ACHIEVE BETTER RESULTS?
Creating a website is just one piece of the marketing mix & helping a brand get found online. It can be used as a platform to make best use of other activities that are implemented. Some other suggestions for this brand include;
It was a good idea for the distributor to engage a marketing consultant to review and implement changes to their local marketing efforts. Although if those efforts are only done in short bursts or on an ad-hoc basis they may not achieve strong long term outcomes or the right volumes to be useful. The platform has now been created for this brand to build from, but no decisions made around ongoing marketing development. It means they will probably rely on people discovering the brand because they have heard of it or seen it at a reseller rather than getting in front of people looking for new computer hardware.