Web Design Case Study — A Process for ROI and Lead Generation
Pixel Productions Inc. Small Business Start Up Web Design Case Study & Process for Lead Generation with a Return on Investment
Web Design Case Study: The process for a small business Site Launch & Lead Generation for H. Paulson Livestock and Feed. A turn-key approach to creating an immediate return on investment.
Web Design Case Study Overview
Brand & Site Objectives + Web Marketing
- Create Branded Website
- Create Custom Logo
- Create Website Content
- Create A Web Presence
- A) Lead Gen by Phone
- B) Lead Gen by Form
- Mobile Friendly Responsive Design
- Create Easy to Manage CMS
WEB DESIGN CASE STUDY — THE PROCESS
This case study illustrates the process for developing a brand new small business website backed by traffic to generate leads and produce and ROI on a one time investment.
A WEB DESIGN CASE STUDY IN THE MAKING
H. Paulson is a unique project and one that illustrates a full range of web design, development and marketing services for a small business website launch.
This project is so unique, that Pixel Productions Inc. was actually contracted to develop this website by one of H. Paulson’s Customers! This customer was so impressed with the quality of horse hay, but so discouraged about how hard it was to find that they contacted Pixel to create a web presence on H. Paulsons behalf so that others could find it. That’s customer loyalty!
SCOPING THE WEBSITE PROJECT
You have to determine clients actual needs for a website ie: functionality, components, messaging and delivery. Once this is accomplished you need to provide real world pricing or in this web design case study, work backwards from an established set price and lay out the what and how of things to be accomplished in order for the site to be effective. In this instance, we need to tick the boxes for:
• responsive website
• easy to use admin
• website content
• branded content
• website marketing
THE RIGHT WEBSITE FOR THE RIGHT AUDIENCE
An effective web design case study means considering the audience, goals, website content, engagement and delivery of content as well as integrations and functionality to make it all happen.
To hit these goals Pixel Productions needed to create minimal but highly targeted landing pages for products and services backed by clear call to actions to drive motivated customers to call. To work within this budget Pixel were going to have to focus on the website landing pages as a primary funnel, build a local business presence, but rule out long-term SEO. Pixel also ran a competitive analysis for Adwords and were able to come up with a highly effective 3–6 month adwords strategy to dominate the top of Google for highly competitive search terms.
WEB DESIGN CASE STUDY FOR PROVEN ROI
1. WEBSITE CONCEPTS
As part of the web design process, Pixel started with initial intake calls, and industry research, and then moved quickly into style concepts.
After competitive research, Pixel’s recommendation was to create a cleaner more modern branded approach to livestock feed — something that would really stand out.
Ultimately, Pixel wanted to create a very distinctive and memorable website presence that wouldn’t be confused with the others.
2. WEB DESIGN FOR THE USER
When it comes to web design for the user experience, understanding who the audience is and what they are looking for is key.
Everything about this site is designed to quickly communicate H. Paulson’s product offerings without a lot of work. Each landing page features custom website copywriting, layouts designed to highlight branded elements and create focus on important points for customer motivation.
3. THE CMS BACKEND
The user experience is important for both the site visitor and the site manager.
For the site owner/admin having complete control over your Heading Tags, meta information, images, galleries, image alt tags, xml sitemaps, blog content, etc is extremely important. It’s not just about having access though — clients want a CMS that’s easy to use. Pixel builds on WordPress for this very reason. Not only are WordPress websites designed to grow with any business, they can be customized for such intuitive drag and drop management in the admin area.
4. DRIVING WEBSITE TRAFFIC
Part of what makes this web design case study truly full service is that it’s backed by online marketing for traffic and brand building. To help set this website launch up for success, Pixel included some foundational on-site optimization, seo content writing, and initial key business listings/citations for local visibility. We then backed that up with a strategic Google PPC campaign for a flat fee of $1,200 to run for approximately 4–6 months running in the entire state of Oregon.
Did it work? Absolutely!
Based on an approximate Ad Spend of $1,000 to date = $.78 CPC
Of the 1,395 Clicks we had 90 Calls and 118 Map Actions = 208 Leads
An average of 14% of leads converted to sales at an average order value of $350 = $10,192 Revenue
That’s a 101% Return on Ad Spend!
5. GETTING VISIBLE ONLINE?
Where do the local business citations come into play?
Take a look In terms of new leads:
• 53 Website Visits
• 34 Requests for Directions
• 8 Phone Calls
6. WEB DESIGN CASE STUDY SUMMARY
This H. Paulson web design case study is a great small business design and development project to illustrate a wide range of creative services applied to a brand new site launch. This web design case study touches on just about every component for a successful launch:
The end result — a scalable website, web presence and online marketing strategy to grow with their business. You can view the live site here.