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Buck Company | Website Redesign

Updated Marketing and Ecommerce Website

stylized grid of buck webpages

Buck company logo

 

 

 

 

 

In the Fall of 2020, Buck Company approached SmartAcre® to redesign their website and create a lead and demand generation strategy that matched the vision and new corporate direction being set for the business. Over three months we completed the end-to-end project moving from discovery and stakeholder interviews through design, dev, UAT, and launch. SmartAcre developed the new, optimized website on the WordPress CMS integrating HubSpot marketing automation software and sales tools throughout the design and user experience.

Expertise:
UI/UX Design
Web Design
Video

Deliverables:
Styleguide
UI Comps, UX Flow
Prototype
Virtual Tour Video

View Prototype

tablet showing Buck website design

The Results.

Web Leads

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60%

Increase in online users

User Experience

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1100+

video views on a virtual tour of their facility

SEO Boost

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14%

Increase in organic traffic in the first six months after launch

The Challenge.

Buck Company, a ferrous and non-ferrous foundry, recognized their website wasn’t accurately representing their brand, or providing them the marketing support they needed for new business development. This was amplified as businesses were shifting to exclusively remote interactions due to the COVID-19 pandemic. Challenges they faced included:

  • The website had an outdated design that didn’t reflect their new leadership’s vision or corporate direction of bringing a more technical and automated approach to the traditional foundry industry.
  • Site content was not interactive or engaging which detracted from the user experience.
  • Buck needed better data, automation, and tracking to help their sales team generate and pursue new business leads.
  • The existing content failed to adequately present Buck Company’s key differentiators.

Goals Realized:

  • Create a website as a tool to showcase Buck Company’s facility and capabilities.
  • Develop a campaign and promotion framework that the Buck Company team can use to support recruiting efforts.
  • Deliver a website that is mobile friendly, secure, and easy to maintain and update.
  • Accurately present the Buck Company’s key differentiators and their unique approach to a very traditional industry.
  • Establish keyword-rich content and clear conversion paths for visitors to the site.
  • Generate photo and video content that showcases Buck’s services and their commitment to customer success.
  • Integrated marketing tools to support lead generation.
stylized grid of designed elements from buck website

Our Approach.

To improve Buck Company’s online presence, SmartAcre compiled a plan for the design, development, and roll-out of the new website. The focal point of this plan was to improve user experience, design, technology, and messaging that supported lead generation, engagement, and deliver a more accurate representation of the brand for users on desktop or mobile devices.

 

tablet showing buck webpage

 

As our first client deliverable, we produced and shared our overarching strategy for review and approval. This milestone clearly outlined our requirements and the project calendar and provided context for the various UX, content and IA deliverables to follow. Simultaneously, we shared our competitive analysis of other foundry websites, SEO tactics aligned to best-practices, keyword research, and an Inbound Methodology that would provide improved search visibility for the new site. During this process, SmartAcre created guidelines for the updated branding and content for the website ensuring that our efforts were grounded in attracting the ideal customer personas we documented during our stakeholder interviews.

This process helped the creation of key deliverables:

  • An audit of the current leads-to-sales processes that resulted in recommendations for improvement, including marketing automation implementation.
  • Creating an implementation plan and inbound marketing playbooks for marketing and sales including process workflows, email nurtures, and promotional campaigns.
  • A full year content and campaign calendar.
  • Design and develop creative assets, and templates to support initial and future marketing automation campaigns including site pages, landing pages, and email templates.
  • Established our KPI and metrics reporting framework.
  • Setup SEO toolsets and an SEO audit with a remediation strategy for existing crawler errors.
  • Training and adoption of an inbound marketing framework with sales and marketing.
  • Begin executing managed marketing automation and inbound lead/demand gen campaigns.
  • Establish paid budget and campaigns.
  • Continue to develop prospect and customer segmentation with HubSpot.

Once the wireframes were completed, SmartAcre was able to effectively utilize these UX and IA documents and client input to create web pages that truly represented the Buck Company brand, culture, and business objectives. The new design was inspired by mood boards that consisted of creative elements approved by the client. With the new design template, pages, and wireframes, SmartAcre could develop the front-end templates and back-end customization to launch the new website in a secure, enterprise-grade hosting environment.

 

laptop showing buck webpage

 

The Results.

In the days following launch, Buck Company immediately recognized an improvement in site performance, features and capabilities.

  1. The site delivered on the promise of being mobile-friendly, easy-to-navigate, and shining a spotlight on Buck’s key differentiators.
  2. The new website received more visitors, more sessions, and users spent more time on site browsing the improved user experience and updated content.
  3. Buck reclaimed the ability to offer clients tours of their facility which was a huge tool used to help demonstrate how clean, safe and modern their operation was compared to other foundries.
  4. With launch we reduced reported crawler errors which have consistently been maintained and addressed post launch to improve SERP rankings.
buck website project results data

Conclusion

Using a personalized approach rather than a cookie-cutter WordPress theme, SmartAcre delivered a clear strategy to revamp Buck Company’s website. Using analytics and HubSpot marketing automation tools, Buck Company now has insights into how visitors are interacting with their site and can use this data to shape and execute marketing campaigns.

grid of smartphones showing buck webpages

About Buck Company

Blending both technology and innovation in a unique production approach to deliver ferrous and non-ferrous castings, Buck Company provides high quality products with a commitment to excellence. From prototype to production, Buck Company has everything you need with core capabilities and expertise in Casting, Engineering, Process Control, Prototyping and Heat Treatment.