User studies drive web redesign

User Studies for Site Redesign - Pump Marketing SolutionsRedesign my site

It’s too complicated and new prospects have a hard time finding the site

Customer’s Objectives

  • Simplify the website to serve US-based customers better.
  • Minimize confusion caused by other companies with the same name and similar products.
  • Enhance search engine rankings to improve visibility.

Business case

Our user study revealed that the client’s primary customer base—comprising engineers—found the website challenging to navigate. The site’s heavy emphasis on German-centric content made it difficult for users to locate relevant products and associated documentation, such as performance curves and drawings. Additionally, measurements were exclusively in metric units, forcing users to manually convert them or contact the company for assistance. This inefficiency hindered the customer experience and slowed product specification processes.

A comprehensive site audit uncovered significant metadata and backend issues, including server errors resulting from the website being hosted on the same server as the parent company. These problems negatively impacted the site’s usability and search engine performance.

Our Process

  1. User-Centric Design: We incorporated insights from the user study and aligned them with the client’s goals to guide the overall site design.
  2. Metadata Optimization: Based on the site audit and detailed keyword analysis, we improved the site’s metadata, which enhanced search engine optimization (SEO).
  3. Server Separation: To address backend errors and improve search rankings, we separated the US site from the parent company’s German website, eliminating shared server issues and ensuring a tailored US-focused experience.

Project Outcome

A new site tailored to the company’s US customer base was created.

  • Navigation gives users a simple means of confirming that this firm is equipped to have solutions to their problems.
  • Messaging clearly states who they are and what they offer the world and motivates users to make an inquiry.
  • The site was search engine optimized, and immediately, all site errors were fixed, and we began seeing improved search page results.

Ready to start your next project?

Are you thinking about a website redesign or wanting to increase qualified traffic? We can help you put the right strategies and goals in place.

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Take over our web development project

Web Development Pump Marketing SolutionsPlease take over our website development

Our current web company does not understand industrial business

 

Customer’s Objectives

The client needed a fully functional website developed and launched within one month. Despite claiming expertise in their industry, their previous developer failed to deliver content creation with minimal client input. The client required a website built on an intuitive platform for easy content updates and monthly maintenance.

 

Our Process

  • Initial Assessment: We reviewed the incomplete website and held brief but focused discussions with the client to understand their goals, target audience, required functionality, and messaging priorities.
  • Keyword and Competitive Analysis: A thorough keyword study and competitive analysis were conducted to refine the site’s messaging and optimize it for search engines.
  • Platform Upgrade: The half-built WordPress site was rebuilt using the Divi Theme by Elegant Themes. Divi was selected for its user-friendly design tools, regular updates, and scalability, ensuring the platform could grow with the business.

Project Outcome

  • Timely Delivery: The website was completed, fully functional, and optimized for search engines within the client’s one-month deadline and budget.
  • Client Empowerment: We provided hands-on training and detailed “how-to” documentation, enabling the client to confidently update and maintain the website.
  • Scalable Solution: The new site not only met the immediate objectives but also offered a scalable foundation for the client’s ongoing growth.

By delivering a professional, easy-to-manage website in record time, we exceeded the client’s expectations and set them up for long-term success.

Pump Marketing Solutions was thoughtful about keeping costs down for the short term and long term. They set me up with WordPress and trained me to make content adjustments. Then on occasion when I forgot how to do something, they were right on top of it, either doing the task for me or training me how to do it myself.

I have referred some of my customers to them with confidence they will provide exceptional value as they did for me.

Scott Bush

Pacific NW Pump & Process

Ready to start your next project?

Are you thinking about a website redesign or wanting to increase qualified traffic? We can help you put the right strategies and goals in place.

Get started today

Too many microsites

Microsites Pump Marketing SolutionsToo Many Microsites

Help, they are all competing with each other

Customer’s Objectives

The client’s immediate goal was to evaluate whether to maintain their six industry-specific microsites or consolidate them into a single central website.

 

Our Process

  • Discovery and Insights:

    • Through detailed discussions, we uncovered that an SEO company’s recommendation had influenced the client’s decision to adopt microsites. However, the company did not correctly explain the time and resources required to optimize and maintain multiple sites.
    • Having had negative experiences with SEO providers who lacked industry understanding, the client was understandably hesitant to outsource further. Our deep industry knowledge and data-driven approach resonated with them, establishing trust and aligning with their needs.

  • Comprehensive Website Audit:

    • We thoroughly audited the client’s main website and microsites to establish a baseline for strategic decision-making.
    • The audit analyzed key metrics, including monthly traffic for each site, search terms driving traffic, inter-site competition, bounce rates, traffic flow, and competitor performance.

  • Data-Driven Strategy:

    • Leveraging insights from the audit, we identified that the microsites were directly competing with one another in search results, reducing the overall effectiveness of their online presence.

Project Outcome

  • Consolidation Decision:

    • Based on the data, the client opted to consolidate their microsites into a single, stronger leading site. However, the microsite URLs were retained as marketing landing pages, preserving their potential value for future campaigns.
    • This strategic shift ensures a more cohesive and focused website better positioned to attract and convert new traffic.

  • Ongoing Improvement Framework:

    • We developed a monthly reporting system to track critical website metrics. This enables the client to make data-driven decisions about future site enhancements.

Combining industry expertise with a methodical, data-backed approach empowered the client to overcome previous challenges and lay the groundwork for a more effective and sustainable digital strategy.

Working with Pump Marketing Solutions has been a breath of fresh air. After four months of frustration with another SEO outfit, I was never able to reach a point where I felt like they understood my needs or where meaningful change was happening. I felt like they were trying to make my needs fit their service. From the first phone call, working with Keith and Michelle was a completely different experience. I felt like they really wanted to understand the unique needs of my company. Rather than a big “team” of supposed specialists that I never get to talk to, they personally have the skills to help me understand and make changes. I knew my sites could be better but didn’t have the direction to achieve improvements on my own. After only two months with Pump Marketing Solutions, I know my site is already performing better and I see a clear path to ongoing improvements. I always say that I love to love my vendors. Pump Marketing Solutions is quickly becoming one of my favorite checks to write each month because of the value they are providing to my business.

Mark Ashurst

Varna Products

Ready to start your next project?

Are you thinking about a website redesign or wanting to increase qualified traffic? We can help you put the right strategies and goals in place.

Get started today