ABOUT THE ORGANIZATION
Earthcore is a fireplace manufacturing company that produces one of the most trusted modular fireplace system in the world. They use genuine volcanic pumice from Iceland’s Mt. Hekla volcano, to produce their modular fireplaces and chimney components. They create truly one-of-a-kind fireplaces with our their customization services as well.
- Refresh the brand and overall look and feel of the online experience
- Improve overall aesthetic, content strategy and user experience and to make the site more engaging and improve conversion
- Improve overall site architecture and navigation to enable easier browsing and a more frictionless experience
- Engage users with a custom tool to let customers design their own fireplace
- Provide a custom tool to let customers find their closest dealer or reseller.
- Expand content and product offerings to grow community and brand recognition
- Provide greater device accessibility through Responsive Web Design
- Improve organic SEO search results and boost overall conversion
- Improve PPC costs and streamline campaigns
- Implement a fully responsive solution backed by WordPress CMS and WooCommerce for future cart functionality
DIGITAL MARKETING & PPC RESULTS
- 149% increase in Leads
- 62% increase in website traffic
- 66% decrease in Cost per Conversion
- 15% decrease in the Average Cost Per Click
- 185% increase in Click Through Rate
- Increased dealer information requests
Results: After the custom website design with extensive programming & starter PPC campaigns, Earthcore has seen a steady increase in their company’s bottom line, upgraded their digital technology and hired additional staff.
Conclusion: Strategic planning, implementation and proactive brand building has taken this manufacturing company from just dither about online to absolutely thriving! Never underestimate the power of PPC and digital visibility.
Initial Issues: SPINNING THEIR WHEELS – After working with a previous “SEO” company, Earthcore wasn’t gaining any traction on their competitors where it counted. UNCLEAR RESULTS – Earthcore came to us without a clear understanding of how their web presence was performing. They were doubtful that it was effectively generating leads. OVERWHELMED – Even with a full time marketing manager, he was overwhelmed by the amount of work involved.
Each and every project begins with research. We talked extensively with the Marketing Director about what he felt was working, what wasn’t doing so great and most importantly who his ideal customers were. We had several meetings with him and then several meetings with the new Marketing Director who took over to get this just right. Roadmapping for this company set the stage for branding and messaging but also gave us a solid foundation on which to build the website and propel ongoing marketing. After discussing their current website, the conclusion was made that it was difficult for potential customers to find what they were looking for. There was definite room for improvement in terms of overall aesthetics and user experience. The previous website also lacked the needed SEO work that is necessary to be found on search engines by people searching for their products.
Earthcore needed a complete user experience overhaul to really engage visitors through improved site search, navigation, customer interaction, and provide a smooth mobile website experience. They needed to present their products to the luxury fireplace buying consumer, but also as a trusted industry resource. This meant that they needed to showcase key content and educate visitors on the uses and benefits of modular fireplaces, while elevating awareness in the construction market as well.
It was important to thoroughly understand Earthcore’s key audience, and build out an insightful content strategy to drive engagement and lead generation. We developed a strong SEO strategy and information architecture to support their website redesign goals. All of the improved functionality needed to be supported by a clear, easy-to-use CMS to allow continuous content updates.
Working within Earthcore’s current branding, we took their industrial colors and bold accents and combined them with a spacious design and eye-catching photography. The style helps the content stand out and encourages more navigation. The clean, modern typography makes it easy to search and read key information, and the strong emphasis on imagery really showcases how beautiful the fireplaces can be.
BRINGING IT ALL TOGETHER
The idea for the visuals was simple, but the overall functionality and flow of the website was anything but. To the naked eye, there is a clear splash page companied by interior pages.
Putting this together was no easy feat. We took the time to make sure that we found the right design to reflect the company’s persona, getting the best photography, and piecing it all together took time and collaboration with Earthcore.
The new, Earthcore website is highly searchable, intuitive, and responsive. Its interactive gallery with custom search filters showcases innovative projects and content. It is now search engine optimized and Google Analytics tracking enables monitoring goals and conversions. Everything is managed through a user-friendly WordPress CMS, allowing Earthcore to easily add and modify content, continuously bolstering their trust and credibility as an educational resource.