Buck Company | Website Redesign
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.
UI Comps, UX Flow
Virtual Tour Video
Increase in online users
video views on a virtual tour of their facility
Increase in organic traffic in the first six months after launch
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:
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.
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:
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.
In the days following launch, Buck Company immediately recognized an improvement in site performance, features and capabilities.
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.
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.