Case Study: Allen Field Site Redesign

Allen Field Email Website

The Client
Allen Field manufactures custom-designed fittings for the Packaging, Woodworking and Textile Industries. We design and produce for them a monthly email newsletter that keeps Allen Field top of mind among clients and prospects, and engages readers with relevant information with numerous links to the web site where samples can be requested. The design is clean and concise, and each issue features a case study highlighting a different Allen Field innovation. Articles begin in the newsletter but bring readers to strategic landing-pages on the website.

The Problem
In contrast to their email newsletter, the Allen Field web site suffered from poor navigation, minimal calls to action, and limited product information; the site also was difficult to update.  Frankly, the email looked better than the old web site and Allen Filed management asked us to lend a hand and redesign the web site.

The Solution
We leveraged the email’s elegant look and created a custom-designed website that integrates the same color scheme and illustrative product images to convey one integrated brand image.

The clean home page features intuitive navigation, easy-to-find contact information, featured products and upcoming events.

The primary objective is to convert site visitors into prospects. Accordingly, every page features a call to action inviting them to request product samples, which can be easily searched and added to a “shopping-cart”.

To enable easy updating of the site, we customized our .NET CMS platform to all the relevant pages where a lay person can easily update new product images, descriptions and specifications.

SEO-friendly design includes proper meta tagging, and several internal pages were designed as landing pages (with calls to action) for upcoming ad-word campaigns.

The Results
The new AllenField.com is clean, functional and SEO-friendly, and it can be easily maintained by Allen Field personnel to keep content fresh and relevant. Since the redesign, they have seen a significant increase in traffic as well as increased conversion of sample requests and contact requests.

Does your email look better than your website? If so, contact us – we’ll be happy to do a complimentary site analysis and suggest a tune-up or redesign.

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