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Customers and prospects anywhere within the sales cycle would look to the site to be a canonical source of product specifications. Therefore, the product section needed to provide an intuitive, informational experience for the end-user. Importantly, it also needed to prepare users to take the next step towards conversion.
On the other hand, one of the overarching goals for the project was also to provide a tool for FS-Elliott distributors to help their customers identify the most appropriate products for their needs. So, from an administrative perspective, the product section on the site needed to provide the FS-Elliott team with the ability to manage all product data including range, dimensions, certifications, codes, accessory options, and more.
Our developers created a solution that includes database driven product categories and accessories for simplified site management. For the end-users, the product pages also strategically integrate with case studies and the ability to seamlessly locate a distributor or request a quote.
Similarly to the industry module, our developers also developed a custom case study module for FS-Elliott to highlight their experience. FS-Elliott wanted to enable all site users to engage with the case studies. However, for marketing purposes, they determined that in order for site users to read the entire case study, they would be required to submit contact information. This allowed the FS-Elliott sales team to follow-up with interested individuals to begin discussing how similar products and solutions could benefit their own organization.
Within the content management system, FS-Elliott team can populate case study content a single time and then associate it with multiple pages using simple databases.
When FS-Elliott came to us, they had a confusing distributor locator page on their current site. It was developed using outdated flash technology and required users to know the shape and location of the country, state and county they were searching for, which added unnecessary complexity for the site visitor.
Our simplified, updated version gives the user a opportunity to select their location from a simple drop-down list. Once a user chooses their location, they are presented with a list of FS-Elliott distributors’ names, locations, and contact information.