Clients

Case Study: The Secret to 175% More Conversions

Amy Peveto — Fri, 13 Mar 2015 17:08:41 +0000

Case Study: The Secret to 175% More Conversions

Amy Peveto Fri, 03/13/2015 - 12:08pm

Content marketing is not easy. It’s not fast, either. But as Van Delden Wastewater Systems learned, it can be one of the most effective ways to increase your company’s online presence and lead generation — provided you begin with a solid strategy and a willingness to adapt it as you go.

Meet Van Delden

Van Delden Wastewater Systems is a family-owned and operated company specializing in the design, installation, maintenance, and inspection of all types of septic systems in South Texas. The company is currently owned and run by the third and fourth generations of Van Deldens.

Background

Van Delden originally approached Digett seeking assistance with driving more traffic to their website. After a brief assessment, we knew there was greater opportunity. The company had existed for more than 70 years, but their digital presence was minimal.

Their legacy website was not designed to encourage inquiries. Driving more traffic to the website was a worthwhile goal, but we believed few of those visitors would be persuaded to pick up the phone and call.

At the same time, Van Delden was right; they did need more traffic. After deployment of a website designed to entice visitors to take a desirable action, we would still need to help people find that website.

Our strategy

Through conversations with Van Delden we knew what we had to pull off to deliver a positive return on investment. We began by developing a holistic content marketing strategy incorporating email, paid advertising, blogging, and social media outreach, as well as an editorial calendar to guide our execution and a new website that operates as the hub of Van Delden’s marketing efforts.

Challenges and readjustments

While we experienced some great results quickly — the new website received more than 50% more visitors the month after launch than the month before, and the number of conversions doubled — it has demanded an ever-watchful eye for opportunities to drive consistent growth over time. Here are some of the efforts we’ve executed and lessons we’ve learned in the last two years.

Challenge 1: Few conversion opportunities

Van Delden’s legacy website offered no opportunity for prospects to convert online. If they wanted to contact Van Delden, they had to pick up and dial a phone. We knew we would need to develop multiple conversion opportunities on the website at all levels of the sales funnel if we were going to help Van Delden generate more online business. We came up with this plan of attack:

Add a contact form - We added a page to the website where visitors can fill out an online form, asking Van Delden for assistance with their septic needs. Prospects have more ways to reach out for assistance, which reduces conversion friction.
Make it even easier to contact Van Delden - We embedded more contact forms in the sidebars of the website’s most-visited pages and blog articles so that visitors could contact Van Delden without having to navigate to the main Contact page.
Capitalize on existing conversion opportunities - Van Delden has always offered free phone consultations, so we promoted that offer with messaging throughout the website and an optimized landing page.
Offer downloadable content - We created landing pages that offer educational whitepapers to different segments of Van Delden’s audiences, and promoted that content through the blog, social media, and paid advertising.
Build an email marketing list - At the bottom of every conversion form we promoted an opportunity for visitors to sign up to receive Van Delden’s quarterly newsletter.

Results: 175% conversion increase

Between its launch in December 2012 and December 2013, the Van Delden website saw a 175% increase in conversions — from phone calls alone. By 2014, Van Delden was receiving an average of 80 conversions per month from forms and phone calls.

Their next-biggest converter is the audience-specific whitepapers, which are downloaded dozens of times per month and are responsible for most of the newsletter subscriptions. Van Delden’s quarterly newsletter goes out to thousands of people and has an average 35.5% open rate and 24% click-through-rate — in an industry where the averages are 20.16% and 7.36%, respectively.

One area we still see room for improvement is in our promotion of Van Delden’s free phone consultations. The landing page hasn’t generated as many leads as we’d like, and we are re-evaluating our promotional efforts.

Challenge 2: Small local reach

Blogging was slowly improving Van Delden’s presence in search engine results, but local consumer awareness of the company remained low. We needed a way to rapidly build their brand’s visibility in the Hill Country while we continued the gradual organic search growth through blog content. Our plan was three-fold:

Send special offers to local prospects - We mailed postcards with special offers to residents in Van Delden’s service area.
Target local Facebook advertising - We developed a branding campaign and ads designed to reach local prospects while they browsed on Facebook.
Develop educational videos - We worked with Van Delden to script, shoot, and edit eight educational videos that we’ve incorporated into existing marketing campaigns, both on-website and across social media channels.

Results: Expanded brand awareness

The first direct mail campaign was a success, and still brings in new customers more than a year later. The educational videos have been collectively viewed more than 15,000 times, and targeted Facebook ads are responsible for hundreds of visitors and dozens of conversions every month.

Looking ahead

It’s been amazing working with Van Delden these past two years, and we’re excited to implement more improvements and tackle more tough questions.

How can we better promote the company’s free consultations offer? Is it even a good use of our marketing budget, or is there another, better opportunity?
What can we do to better track our efforts’ results? Measuring marketing results is a challenge for everyone, including us.
How can we continue optimizing, maintaining, and growing our existing positive momentum?

“We came to Digett looking for help with SEO — we never expected to get almost three times as many leads through our website by the end of the first year. Digett has made the complex seem simple; they show us every month exactly what results we're getting for our money.” — Courtney Van Delden

Build your brand in 2015

Content marketing is a never-ending challenge, one we love tackling head-on with our clients. If you’re interesting in building your brand and generating more online business in 2015, we’d love to hear from you.

Relationships that Last: Transforming the Relationship with Your Agency into a Lasting, Rewarding Partnership

JD Collier — Tue, 10 Feb 2015 15:05:51 +0000

Relationships that Last: Transforming the Relationship with Your Agency into a Lasting, Rewarding Partnership

JD Collier Tue, 02/10/2015 - 9:05am

In the spirit of the month of February and Valentine's Day...

Can we be sappy?

Will you be our Valentine?

We want you to love us and we want to love you. More importantly though, as an agency, we want a lasting and rewarding relationship for your business and for our business.

In our lives, we’ve all had some good relationships and some not so good relationships. You may have had some bad experiences with a digital marketing agency partner. You need someone who can be there for you in the good times and in the challenging times. It’s time for a good relationship!

First, are you ok alone?

Most of us jump into relationships, and choosing an agency partner is no exception — we need a website, we need to increase sales, we need someone to fix our website — the list goes on and on. This is normal. We all need someone.

But wait … are you ready for a relationship with a Digital Marketing Agency?

Do you have a goal for your new website?
Do you have an internal approval process for this type of project?
Do you have a healthy communication process inside your organization?
Do you have a budget set aside to accomplish your goals?

It is ok if you don’t have everything worked out. It is acceptable to work out internal issues with your new partner as long as you have the motivation to improve and the humility to know we are all a work in progress.

So, take a good look in the mirror. Are you ready for an agency partner?

Ensure you have the right partner

Success needs consistency as a foundation. You need a partner who is compatible with you. If you only need a website and don’t plan to maintain the relationship after it is complete, consider that you will find it challenging to find long-term success.

To find the right agency partner, remember you will need to work with this partner like they are a coworker. You will talk to this partner a lot over the relationship. When checking out prospective partners, here two things to check out:

Ensure you have compatible communication styles.
This one is difficult to measure, but do you click? Do you like to joke around before getting to business? Do you like a logical thought process? There is no right answer—there is only your answer. Does this partner feel like a good cultural fit?
Do you like their work?
Check if their previous work has a range that includes what you think your audience will like. Expect to be challenged a bit on this one. The agency should push you to try new things, to explore what might work best for your audience … after all, you are hiring them to advise you from their expertise. On this topic, it is just good to make certain you respect their work and don’t find that it has poor quality.

Work at it

Once you are in the relationship, you need to put in the work. No one wants to dread talking to someone, especially not someone you depend on.

Keep the relationship alive. Here are 4 tips to keep the relationship with your agency partner healthy.

Keep money conversations healthy
Establish trust and then allow your partner to feel trusted. If expenses are regularly challenged, it leaves people feeling untrusted or frustrated. Try to maintain a healthy flow of how much is in the budget and expect your partner to maintain a healthy flow of how much work has been performed.
Stay on the same team
An agency partnership is just that—a partnership. Both sides need to keep a “we’re on the same team” mindset. It can be very helpful and create positive results; while the opposite, adversarial thoughts, can slowly corrode the relationship.
Bad things happen, keep lines of communication open
Things happen. Keep your partner informed when problems occur and expect them to do the same. Stay engaged in the partnership, feed it and keep it healthy. The partnership can yield a long-term benefit to both parties.
Discuss hard topics
Keep lines of communication open. When something comes along that is challenging to discuss … the best course of action is to discuss it. Here are two tips to discussing hard topics: 1. Wait a day (sometimes a good night’s sleep can eliminate an issue), 2. Be direct, specific and balanced in your discussion. Open lines of communication keep the relationship productive and successful.

Conclusion

So, there you have it. Ensure you are ready for a relationship, make certain you have the right partner along for the ride and then keep working at the relationship.

A long-term relationship with an agency partner can be rewarding for both your business and your partner.

Digett thoroughly enjoys our long-term clients. We enjoy the ability to forge a deeper relationship and trust with our clients. We enjoy talking to our clients, but we must admit to an extra spring of excitement when one of our long-term partners calls. It just feels good to talk to a trusted partner and work through projects.

ExaConsulting.com: A Marriage of Great Content and Design

Amy Peveto — Wed, 10 Sep 2014 14:55:48 +0000

ExaConsulting.com: A Marriage of Great Content and Design

Amy Peveto Wed, 09/10/2014 - 9:55am

Exa Consulting, Inc. develops and deploys oil and gas industry software solutions with Salesforce1. Their new website — ExaConsulting.com — lays out their services clearly and beautifully, making it easy for visitors to pick up the phone.

Content is (almost) everything

Because Exa Consulting is a relatively new company with solutions unfamiliar to many in the oil and gas industry, developing excellent website content was a critical project component.

Our team worked closely with Exa to develop content that clearly and concisely explains what Exa does and how their solutions benefit their customers.

There were many phone calls made, draft copies shared, and questions asked and answered; this dedication (particularly on Exa’s part) resulted in the tight, customer-focused website content you see on their website today.

Bringing it all together with design

Exa Consulting’s website is professional and modern, reflecting the company’s agile approach to technology solutions.

This site incorporates a great deal of iconography; it pulls double duty, providing visual interest while also consistently reinforcing the website content for visitors.

We love building on Drupal, but we’ve got a soft spot for WordPress — especially the Enfold theme. This theme’s flexibility makes it easy to create responsive websites that look as great as Exa Consulting’s.

Redesigned Site Launch for Texas Ranches for Sale

Valarie Geckler — Wed, 27 Aug 2014 14:53:06 +0000

Redesigned Site Launch for Texas Ranches for Sale

Valarie Geckler Wed, 08/27/2014 - 9:53am

Texas Ranches for Sale, a brokerage firm, markets and locates quality ranches throughout South Texas, the Texas Hill Country and beyond. The new website for Texas Ranches for Sale provides a mobile-friendly, streamlined experience aimed at increasing conversions.

While the client’s previous website functioned well, we identified opportunities to optimize the visitor experience in the new version of the site. Most importantly, we wanted the redesign to more effectively engage website visitors and to provide easier and clearer calls-to-action.

Encourage visitor engagment

We revamped the way a visitor can browse ranch listings and filter for exactly the kind of property they want.

Texas Ranches for Sale has beautiful photography produced for each of their properties. Previous photo galleries were small. We're now letting the photography tell the story. Pictures are large, immersive and easy to browse, providing greater opportunity for a potential buyer to determine their level of interest.

Clearer calls to action

In the previous iteration of the site calls-to-action were the last thing visible on the page. We’ve put them much higher and given them a place of prominence under the featured photos.

Responsive design for compatibility with all devices

A redesign allowed for a more modern look and feel and mobile-friendly, responsive interface, all while still conveying the refinement and quality of Texas Ranches for Sale’s listings and services.

Better site, more leads

By presenting easier-to-digest information to locate and learn about each ranch, visitors will be able to more easily determine their interest in a property.

Better calls-to-action will encourage them to reach out to the Texas Ranches for Sale team.

By encouraging better informed visitors, ideally submissions and phone inquiries will increase and come from leads with a higher level of interest.

The New ACHomes.com: Standing Out from the Crowd

Amy Peveto — Wed, 08 Jan 2014 15:52:06 +0000

The New ACHomes.com: Standing Out from the Crowd

Amy Peveto Wed, 01/08/2014 - 9:52am

Authentic Custom Homes is one of the Hill Country’s best-known custom home builders. Whether you need a comfy bungalow or a sprawling mansion, Authentic Custom Homes can take you from original brainstorming to your fully-furnished custom dream home — on time and on budget.

Authentic Custom Homes came to Digett with two main requirements for their new website:

Clearly elucidate what makes Authentic Custom Homes different from their competitors
Beautifully showcase the company’s impressive custom homes portfolio

The new ACHomes.com meets these goals, and also gives Authentic Custom Homes a solid foundation for blogging and SEO (search engine optimization) improvements.

Giving potential clients what they want

Digett’s market research indicated that individuals interested in building a high-end custom home are all about details: they want to know in which geographic locations a builder will build, what home styles they design, and what the build process and finished products look like, etc.

We reorganized Authentic Custom Homes’ website structure to make it easier for potential clients to get the details they need. The homepage showcases Authentic Custom Homes’ differentiators and designs at a high level, and the primary navigation makes it easy for visitors to access whatever information is most important to them.

A strong visual focus

As the saying goes, the proof is in the pudding, and people interested in building a custom home want to see builders’ previous work.

The Authentic Custom Homes site features almost 20 galleries, each dedicated to a specific home or feature. The photos are easily enlarged and skimmed through, making the user experience smooth and friendly.

Just the tip of the iceberg

The new Authentic Custom Homes website looks great and makes it easy for visitors to find what they seek, but it’s even more impressive under the hood.

The site is built on WordPress, one of the most popular and secure content management systems, and is structured from the ground up with search engine optimization (SEO) in mind.

Digett also created a content marketing strategy (including blogging, social media engagement, and pay-per-click advertising) that will support Authentic Custom Homes’ lead generation plan. We’re looking forward to working together to bring them great success in 2014 and beyond!

Want to be featured next?

We would love to design and build your business a website that generates leads and customers. If your current website isn’t pulling its weight, you should be thinking, “I need a website redesign.”

Let’s get started

Submitted by Char-Lou Benedict on Thu, 01/23/2014 - 10:57am

Site looks great - but so surprised you used wordpress. I thought I would never see the day you went away from Drupal.

You guys keep getting better and better!

Submitted by Amy Peveto on Thu, 01/23/2014 - 11:00am

Great to hear from you, Char-Lou! We're still building Drupal sites, but we're really excited about WordPress' flexibility; it's a great platform for clients who don't need something as heavy as Drupal for their website.

Hope you're doing well!

Yokel: Ad Best Practices

Amy Peveto — Wed, 20 Nov 2013 15:25:52 +0000

Yokel: Ad Best Practices

Amy Peveto Wed, 11/20/2013 - 9:25am

As you consider your advertising strategy for next year, I suggest you do some research on hyperlocal advertising. It can be a great way to reach your San Antonio audience quickly, easily, and affordably. But what makes for a good hyperlocal ad?

Businesses, meet Yokel

Yokel is a hyperlocal indoor digital display content network that allows companies to advertise directly to their local San Antonio audiences. Business owners deploy simple ads promoting sales, happy hours, upcoming events, etc. to indoor screens placed throughout the city, reaching their audience in real time.

What makes an effective Yokel ad?

It might help to think of Yokel as a network of small, indoor billboards — and like billboards, better Yokel ads will incorporate strong imagery and few words.

You only have a few seconds to engage your audience, so your ad has to be well-crafted. Obviously you must follow the basic ad spec rules (image size and quality, format, etc.); however, if you want your ad to stand out — and be able to track whether or not it worked — you must:

Include a call to action - What do you want those who view your ad to do: call you, stop by your shop, complete a form on your website? Make the viewer’s next step obvious.
Use large, clean fonts - Use a simple font type (like Sans Serif instead of Edwardian Script) and make your letters big (anything less than 28-point font is hard to read from a distance).
Keep it short and sweet - Larger letters mean less room, so keep your ad’s message short and focused.
Watch out for leading and kerning - Note the spacing between lines (leading) and between individual letters (kerning) in your ad text. Do things look crammed together and hard to read? Give text extra breathing room.
Leverage custom URLs and phone numbers - Create a custom URL and/or purchase a trackable phone number and include it as part of your ad. Knowing that anyone who visits that specific URL or calls the number could only have seen it on your Yokel Network ad helps you track whether or not that ad was effective.

Other best practices to keep in mind

Make use of bold but simple images - Your image should be eye-catching, and not so complex that a viewer can’t “take it in” in a few seconds.
Use lighter text on a darker background - This is easier for potential customers to read on a television screen.
Don’t use pure white - Pure white can cause vibrancy and image ghosting on television displays, which makes your ad harder to read. Use #F1F1F1 (hex) or 240/240/240 (RGB) instead.

Advanced advertiser? Consider a .GIF

Most ads on the Yokel Network are static images — but those more comfortable with ad creation or interested in a potential higher return on their investment should consider an animated (.gif) ad.

These ads allow you to loop a series of individual frames within a single image, creating an animated ad that attracts the eye in ways a static image can’t.

Need help with Yokel ad creation?

Yokel offers a basic ad creation service for a minimal fee. However, if you’re looking for more in-depth assistance, look no further than Digett.

Our team can help you develop a custom Yokel advertising plan, create effective ads, track those ads’ performance, and make strategic decisions aimed at further improving your return on investment. Get in touch with us for assistance.

Help me succeed with Yokel!

(Ed. note: Yokel is a Digett client, and Digett is a Yokel Agency Partner.)

The New YokelNetwork.com Showcases Strategy, Brandbuilding

Amy Peveto — Tue, 06 Aug 2013 15:11:39 +0000

The New YokelNetwork.com Showcases Strategy, Brandbuilding

Amy Peveto Tue, 08/06/2013 - 10:11am

Yokel is a hyperlocal indoor digital display content network that gives advertisers real-time control over highly-targeted advertising placed on digital displays mounted throughout San Antonio. These screens display local content—news, lifestyle, trivia, and ads—to receptive audiences in captive settings.

Yokel’s concept is simple but new, so we worked with their team to put together a marketing strategy that included building brand awareness, designing and building a new website, writing copy, and designing print collateral.

Establishing a brand

Yokel’s hyperlocal offering has the power to affect how San Antonio businesses reach their target audiences. The company and concept are new, however, so our first major goal was to solidify Yokel’s brand and create a strategy for spreading awareness through social media, print, and an amazing website.

After finalizing the brand and marketing strategy, Digett worked with Yokel to design and build a crisp, responsive website that educates visitors about the platform — as well as pulls them easily down the funnel toward becoming a Yokel customer.

The website explains Yokel’s services quickly and visually, and the website content shows businesses that may be wary of unfamiliar advertising methods that Yokel’s early customers are already successful.

Content is king

Visitors to the Yokel website are greeted with finely-honed content and imagery that quickly and easily describes how hyperlocal advertising works, and how it can be beneficial to businesses.

We’re especially proud of the Take a Tour page, which is a great example of a simple page saying a lot and looking pretty while doing it.

Also important are case studies that highlight current customers’ success stories and provide further evidence of the value and power of the Yokel network.

Conversions are, too

We believe that websites should be a lead generators. So while the goal of our marketing efforts is to send targeted traffic to Yokel’s website, the goal of the website itself is to show those visitors the power of the Yokel network and convince them to become customers.

Every page on the website includes some kind of call-to-action, whether it’s a free demo, a sign-up, or simply some encouragement to explore further. And with plans for blogging, email newsletters, and targeted campaigns in the near future, we expect to generate plenty of traffic to test and improve the effectiveness of those calls to action.

Want to be featured next?

Whether your business is new or well-established, your web presence must be strong; if your website isn’t generating leads, it’s not doing its job — and you should be thinking, “I need a redesign.”

Get started now

New Site Launch: CLMedical Consulting

Amy Peveto — Wed, 03 Jul 2013 15:49:08 +0000

New Site Launch: CLMedical Consulting

Amy Peveto Wed, 07/03/2013 - 10:49am

CL Medical Consulting (CLMC) implements Electronic Health Record solutions, provides consultative services, and does everything in their power to help their clients run successful, profitable practices. Their previous website, however, was not geared toward converting visitors into leads.

Digett worked with CLMC to craft a new website whose main purpose is to smoothly lead visitors down the funnel to a quick conversion — secondary goals included showcasing the company’s consultative focus, their experience in implementing Electronic Health Record (EHR) solutions, and their expert knowledge of Meaningful Use legislation and processes.

A homepage that converts

The original homepage contained good information, but left much to be desired when it came to readability. Physicians are notoriously busy people: they want the information they need quickly, and reading a page like this simply isn’t something they’re willing to do.

The new homepage presents information in a brief, bulleted format, addressing physicians’ pain points (increased patient loads and practice overhead, decreased reimbursements, the headaches of attaining Meaningful Use) and quickly educating site visitors on the benefits of partnering with CLMC.

The page leads visitors through the problems and solutions and finally to a large call-to-action to contact CL Medical. More information is available deeper in the website, but the new homepage has everything a physician needs to decide whether to get in touch — and makes it as easy as possible to do so.

Responsive means a better on-the-go experience

A busy physician may only have a chance to research EHRs on her lunch break or between patient appointments — and like other consumers who are in a rush, they’re not likely to stay long on a website that doesn’t function on their phone or tablet.

CLMC recognized the value of having a responsive website, and we ensured that their new website functions just as perfectly on a smartphone and tablet as it does on a large desktop.

Changing the focus

CLMC’s differentiator is that in a huge industry of EHR providers their focus is outcomes, not just software, and their new website brings this emphasis to the forefront.

Everything—from the homepage format to the website structure and every word of content—emphasizes to visitors CL Medical’s uniqueness and value proposition.

Want to be featured next?

Your website is only as good as the business it brings. Digett can give you the strategies and tools you need to turn your website into a beautiful, powerful, lead generation machine.

If your website isn’t performing at its best, you should be thinking, “I need a redesign.”

Get started now

Website Redesign: new liquidframeworks.com

Valarie Geckler — Mon, 03 Jun 2013 13:37:53 +0000

Website Redesign: new liquidframeworks.com

Valarie Geckler Mon, 06/03/2013 - 8:37am

Our client Liquid Frameworks came to Digett looking to refresh the look and feel of their website. We redesigned their site to better reflect who they are and to make the right information easily accessible to the right visitor personas.

Who Is Liquid Frameworks?

The LiquidFrameworks team provides ways for companies in the oil and gas, industrial, and environmental services industries to manage their mobile field operations. Their FieldFX mobile field operations management solution allows companies to better organize and manage jobs, quotes, field ticketing, equipment, contracts, price books and labor, and process other electronic forms such as safety incident or inspection reports.

Let FieldFX information shine through

The FieldFX product can be a huge business-changer. It can replace and streamline many existing processes and cut down on costs. It does so much, though, that the offering is easiest to understand broken down into seven pieces or modules. We created an interactive graphic and menu structure to cleanly organize the descriptions of all the great FieldFX features.

Empower decision makers find the information they need

Product information and descriptions are great but to be valuable, busy decision makers have to be able to locate the the information that will appeal to them most very quickly.

The website caters to different FieldFX audiences in different ways. We speak directly to CFOs and COOs on the home page, offering them premium content targeted to explain precisely how FieldFX can make their lives easier. People who need a lot of details or like to do extensive research before choosing a product will be drawn to the Knowledge Center, full of detailed data sheets, whitepapers and case studies.

Make a website for the executive on-the-go

Additionally, the website is great for the busy executive who browses the web via phone or tablet. The new liquidframeworks.com is a responsive web design, meaning the same website is smart enough to serve up an ideal viewing experience for desktop, tablet and mobile-devices. (Learn more about responsive web design.)

We build smart websites that can bring you leads

Whatever your business, your website should be working hard for you. It should be one of your salesforce, bringing in leads and achieving business goals. If your website isn’t performing, we redesign websites that aren't performing.

Get started

New site launch: Everplans.com - a resource on the tough topic of death

Valarie Geckler — Thu, 04 Apr 2013 16:26:20 +0000

New site launch: Everplans.com - a resource on the tough topic of death

Valarie Geckler Thu, 04/04/2013 - 11:26am

Digett is very excited about the launch of Everplans.com. There are endless online resources for major life changes like buying a house, getting married or having a baby. Everplans' founders created this site to fill the void in resources available to help people with the tough topic of death and dying.

Everplans is a website to help people prepare for and deal with death. Everplans has answers to:

How do I write a will and communicate my wishes with my family?
What do I need to know about assisted living, nursing homes and hospice care?
What should and shouldn't I say to a person who has recently lost someone?
What should I expect at a mourning or memorial event for X religion or denomination?

Their advice is informative and detailed, but the writing avoids a tone that’s too cold or too saccharine, immediately building trust.

A Technical Implementation

The Everplans team is a group of smart, friendly and passionate people. The website and its vision for design, content and user experience is all theirs. The previous iteration of their site, however, presented technical challenges making it difficult for Everplans to achieve their goals. That's where Digett’s technical expertise came in.

Easier to organize content

This site has tons of content so it is critical that content is organized and presented in a logical way. Digett re-architected the back-end of the website to make everything easier for site administrators to use.

We've created an easier way to define relationships between all kinds of content - articles, guides, checklists, etc., so Everplans can always show users the most relevant content for them.
Those connections are easy for Everplans to maintain - make a change in one place and it will be reflected in multiple other spots. There’s a lot of Drupal magic with entity references and views keeping everything, everwhere, in sync.

Increase SEO friendliness

Everplans’ content is organized according to “paths,” groupings of topics to guide visitors through the site. Select the path that best applies to you: Long Before a Death, Eldercare & End of Life, After a Death, Be There for Someone.

Problem # 1:

Some paths have overlapping resources, posing an SEO challenge. Advice on writing a will can be found in the Long Before a Death and End of Life paths. Having two separate Write a Will pages would be inefficient from an administrative standpoint and duplicate content (identical content at two different URLs) is undesirable from a search engine standpoint.

Problem #2:

If a visitor arrives on the Write a Will page directly from Google, in what context should they see that page? Should we show them the Write a Will page as though they’re in the Long Before a Death or the End of Life path?

Solutions

We have overcome these challenges in a couple of ways.

We’re leveraging canonical URLs to tell Google the authoritative URL for a page to avoid penalties for duplicate content at multiple URLs.
We’ve also created an advanced system of filtering URLs to make it easier for users to select and stay in their chosen path.

When a user arrives at the Write a Will page from Google, for example, they’ll see a generic version of that page with an option to select which path - Long Before a Death or End of Life - is most applicable for them. Once they choose we can continue to serve up relevant content for them, improving their experience with the website and helping to keep them engaged.

Side-by-side effort

Part of the success of this project has to be attributed to the level of engagement from the Everplans team. At every junction they were able to clearly articulate their goals and collaborate openly. Their vision, expertise and communication empowered us to implement functionality and an overall technical foundation that we hope will serve their team and the site well into the future.

We’re proud of our work on the new everplans.com. We also heard one of Everplans’ content administrators say “I love this site!” And that makes us feel pretty good too.

Want to be featured next?

Whether you're a company like Everplans, a telecommunications company, homeseller, or anything in between, your website should be easy for your customers to use and for you to update.

If your website isn't performing, you should be thinking, "I need a redesign."

Get started now

Clients

Case Study: The Secret to 175% More Conversions

Meet Van Delden

Background

Our strategy

Challenges and readjustments

Challenge 1: Few conversion opportunities

Results: 175% conversion increase

Challenge 2: Small local reach

Results: Expanded brand awareness

Looking ahead

Build your brand in 2015

LEAVE A COMMENT

Relationships that Last: Transforming the Relationship with Your Agency into a Lasting, Rewarding Partnership

First, are you ok alone?

Ensure you have the right partner

Work at it

Conclusion

LEAVE A COMMENT

ExaConsulting.com: A Marriage of Great Content and Design

Content is (almost) everything

Bringing it all together with design

LEAVE A COMMENT

Redesigned Site Launch for Texas Ranches for Sale

Encourage visitor engagment

Clearer calls to action

Responsive design for compatibility with all devices

Better site, more leads

LEAVE A COMMENT

The New ACHomes.com: Standing Out from the Crowd

Giving potential clients what they want

A strong visual focus

Just the tip of the iceberg

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Yokel: Ad Best Practices

Businesses, meet Yokel

What makes an effective Yokel ad?

Other best practices to keep in mind

Advanced advertiser? Consider a .GIF

Need help with Yokel ad creation?

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The New YokelNetwork.com Showcases Strategy, Brandbuilding

Establishing a brand

Content is king

Conversions are, too

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New Site Launch: CLMedical Consulting

A homepage that converts

Responsive means a better on-the-go experience

Changing the focus

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Website Redesign: new liquidframeworks.com

Who Is Liquid Frameworks?

Let FieldFX information shine through

Empower decision makers find the information they need

Make a website for the executive on-the-go

We build smart websites that can bring you leads

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New site launch: Everplans.com - a resource on the tough topic of death

A Technical Implementation

Easier to organize content

Increase SEO friendliness

Side-by-side effort

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