Increase in Google Ranking
PCS provides a transportation management system which is an end-to-end platform that integrates dispatch, compliance, fleet, and accounting functionalities.
Customers prefer PCS because the platform helps them reduce deadhead miles, minimize manual tasks, and spot growth opportunities with visibility into distributed operations.
Ironpaper worked with PCS to evolve their website. Two primary goals directed all of our work together.
OUR B2B SERVICES
In addition to a content and website audit, we researched market forces at play to discover the challenges of the companies that would benefit from PCS.
We took a deep dive into PCS’s analytics, looking at historical lead data to understand baseline performance and roles of converted leads.
We reviewed all of PCS’s main competitors from an organic SEO perspective, information architecture, and visual design perspective. We also assessed behavioral data from Google Analytics, heat maps, and user flows across website pages.
Instead of pushing forward with a site redesign that would leave one team dissatisfied, Ironpaper held a workshop with everyone to get all ideas on the table.
This workshop's goal was to produce a clear direction for the new brand strategy and its visual manifestation, so all participants felt comfortable with our approach.
This session explored the brand vision and values of both the technical team and the business team. We discovered color and image preferences, as well as had each participant describe the company, values, and buyers. This session helped us form a cohesive look for the site and gave us unique insights into creating content to address the buyer.
It also allowed us to see that some content and messaging were too high-tech for the buyer. The PCS team's descriptions forced us to take a step back to revise messaging to speak directly to the buyer.
PCS's customers are a very niche group. It's not simply anyone in the logistics industry. PCS wanted to speak directly to carriers and brokers that had specific pain points. Ironpaper conducted in-depth research and interviews to uncover why someone would use PCS's platform so we could focus content efforts.
Ironpaper identified competitor keyword gaps or phrases that PCS could rank highly for to gain an edge over the competition. We also prioritized new keywords that accurately reflected the buyer's pain and value points.
Armed with this robust research, we held a content prioritization workshop, so the PCS team was on board with how we suggested moving forward. We wanted to provide strategic guidance but allow for PCS's input on any content they felt needed prioritizing.
Generate qualified traffic for the website
Convert these leads as quickly as possible
We realized we needed to revamp PCS’s site architecture in order to complete that second goal. Before our work, users thought the website was confusing and couldn’t access the information necessary quickly. We knew that websites that are not easy to navigate do not convert prospects very well. We proposed a new site architecture that would better serve to move visitors along in the sales funnel.
Ironpaper team worked on creating a seamless user flow to provide an easy navigation and deeper content engagement. User experience focused on making moments of conversion as intuitive as possible.
PCS wanted their website speak to their buyers and have a look and feel that emphasizes their technology focus. Ironpaper built a new web presence that is modular and easily scalable. This modular system also enabled web development to move in an agile way.
The new user experience and visual storytelling enabled buyers to easily connect with the brand while enjoying the ease of use for their needs.
Ironpaper launched the new website design, copy, and SEO campaign, which gave PCS a healthier website to attract and convert leads.
Our strategic keyword approach allowed PCS to rank higher for keywords their buyer actually searched in Google.
Launching a website is only the starting point, using tools like Agency Analytics and SEMRush, allow us to track progress over time, working from a solid foundation with a new website designed for buyers and easy to update. It means we can capitalize on new keyword targets, continuously improving the effectiveness and ROI of digital marketing efforts.
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Ironpaper was founded in 2003 with these sort of unions in mind, whether between design and technology or between our clients and ourselves.
Call us: 212-993-7809