Everlast Post
2024
Transforming the business with a refined digital platform.
Business Challenge
Market Context
Everlast Post specializes in durable, sustainable fencing solutions for residential and commercial properties. With a focus on eco-friendly and innovative designs, the company aimed to expand its market reach, particularly in the U.S. The challenge was to revamp their website to reflect the brand’s unique qualities, improve SEO performance to boost organic visibility, and leverage paid advertising to enter the U.S. market.
Objectives
- Design a website that clearly showcased Everlast Post’s value proposition and aligned with its sustainable, innovative identity.
- Optimize the site for SEO to increase organic visibility in search engines.
- Implement paid ads to strategically target the U.S. market, driving brand awareness and traffic.
User Pain Points
- Difficulty finding reliable and eco-friendly fencing options online.
- Limited awareness of Everlast Post’s unique benefits, such as lightweight durability and sustainability.
- A gap in visibility on search engines, making it harder for users to discover the brand organically.
Cost of Problems
- Missed opportunities to capture the growing demand for sustainable fencing solutions.
- Challenges in establishing a foothold in the competitive U.S. market.
- Reduced engagement due to an outdated digital presence.
Strategic Approach
Research Insights
Through a combination of market analysis and discussions with stakeholders, we identified two key needs: a revamped website to better communicate the product’s benefits and SEO/SEM strategies to increase visibility and drive traffic.
Solution Framework
- Website Redesign: Created a modern, user-focused design that emphasized the eco-friendly, durable qualities of Everlast Posts.
- SEO Optimization: Improved site speed, added structured metadata, optimized content for target keywords, and created a logical site hierarchy to improve search engine performance.
- Paid Ads Campaign: Developed and executed a Google Ads strategy to enter the U.S. market, focusing on high-value search terms and geo-targeted campaigns.
- Content Strategy: Highlighted key features such as weather resistance, eco-friendliness, and cost-effectiveness through engaging copy, images, and videos.
Decision Criteria
- Deliver a website that reflected Everlast Post’s brand identity while optimizing for search engines.
- Ensure the site was user-friendly, responsive, and visually appealing.
- Target U.S. consumers effectively through paid advertising and organic search improvements.
Measurable Results
Impact
The integration of Google Ads into the marketing strategy yielded strong results, effectively driving traffic, impressions, and conversions from the U.S. market.
User Metrics
- Clics: 1.41K, lo que demuestra un fuerte compromiso con los anuncios.
- Impresiones: 91,5K, lo que muestra una visibilidad significativa en el mercado objetivo.
- CPC promedio: $0,25, lo que refleja una estrategia de costo por clic eficiente.
- Costo total: $345, manteniendo la rentabilidad de la campaña.
- Conversiones: 133, destacando las interacciones exitosas y las finalizaciones de objetivos impulsadas por los anuncios.
Performance Highlights
The campaign demonstrated a strong balance between cost-efficiency and high visibility, achieving a low cost-per-click while generating a substantial number of clicks. With 133 conversions, the ads effectively engaged the audience, leading to meaningful actions such as inquiries and visits to the website. Additionally, the high number of impressions, totaling 91.5K, highlighted the success of the campaign’s targeting and its effective positioning within the U.S. market.
Visual Evolution
Before/After
The old website lacked the clarity and sophistication required to position Everlast Post as a leader in sustainable fencing solutions. The redesign introduced a sleek, modern look with a strong emphasis on usability and branding.
Key Iterations
- Designed a user-friendly navigation system to highlight product benefits and features.
- Optimized site structure and content to align with SEO best practices.
- Enhanced the visual appeal with high-quality images and videos, showcasing real-world applications.
Decision Points
- SEO improvements ensured the site ranked higher on search engines, driving more organic traffic.
- Paid ads provided immediate visibility in the U.S., complementing the organic growth strategy.
- Responsive design guaranteed accessibility across all devices, enhancing user experience.
Final Solution
The updated website and integrated marketing strategies effectively positioned Everlast Post as a leader in the fencing industry. The project not only improved online visibility and engagement but also facilitated a successful entry into the U.S. market through strategic paid advertising.