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Enovation Controls is a subsidiary of Helios, formerly Sun Hydraulics. They needed an audit of their site and a marketing strategy going forward.
The first aspect of the website I wanted to address was that the website was not designed in a way that made it easy for people to satisfy their intent. This meant that Enovation Controls did not utilize conversion based web design to direct traffic to the topics they were most interested in.
Some design recommendations included:
The site consistently performed low on desktop and even worse on mobile. According to Pagespeed Insights by Google, Enovation Controls website scored in the high 60s to low 70s for desktop, and mid to low 40s on mobile.
This was largely due to excessive use of large and improper photo and video files, render-blocking JS scripts, large JS and CSS files, and no alt tags on photos.
Recommended image optimizations included:
Additionally optimizations included:
There was a lot of duplicate content on the website. This was causing a conflict in organic rankings on Google, also known as cannibalizing rankings. Content across the site was running at about 22% duplicate content. We wanted to get that number below 15%. Duplicated content needed to be removed, redundant pages needed to be taken down, and 301 redirects needed to be set up in their place.
In the four months prior to my tests, rankings were tanking. They had lost rankings on 1,840 keywords in that timeframe. That is because the company had removed several blogs a few months back that were deemed “irrelevant” by business and leadership. However, this had massive repercussions on their generated sales.
The first thing that needed to happen was to do a deep dive into Google Search Console to find all the keywords that lost rankings and earn those rankings back. Backups of the blogs needed to be restored, and the blogs needed to be sent live again.
From there, the relevancy of content needed to be determined based on people’s interaction with the content. Traffic landing on these pages transitioned into an engaged user who made a conversion, the blog was deemed high-value. The remaining blogs needed to be categorized as supportive (topical) or irrelevant. Supportive blogs could be used as internal linking resources positioning Enovation Controls as a topical authority figure. Irrelevant topics were left alone unless they hurt the company's brand. After irrelevant topics decreased to less than 10 visitors a day and had rankings past position 40, they were removed to “trim the fat” so to speak. 301 redirects needed to be set up to prevent 404 traffic.
To plan further content, a brand and buyer persona needed to be defined. Enovation Controls had a logo, brand colors, fonts, but no specific brand identity. Additionally, there was no clear buyer persona created. We needed to know what people were interested in before we could create a content strategy.
After the buyer persona was created, we could create a content road map. This would outline all the keywords we were going after, the articles that needed to be written, the intent behind the keywords, an internal linking map, and a date for the content to go live.
The website needed to be optimized for conversions, so CTAs would be added to every relevant spot. This was especially important for the blogs since they would be the primary driver of traffic. Nested CTAs, text links in relevant locations, and pop-ups on timmers and mouse-out interactions would help to drive traffic to high-value actions.
Because Enovation Controls primarily acts as a supplier of parts, they needed to get contact information as quickly as possible so it could be sent over to the sales team. The two primary forms of contact were phone and email. At every relevant opportunity, a request for the email and phone number was presented.
To help get traffic to these blogs, Enovation Controls would need to promote the blogs on every relevant platform. The most obvious was LinkedIn, but Facebook and YouTube would also work really well. The key was to promote new articles early so we could get traffic to them as fast as possible to help encourage Google to rank the article high.
Finally, I also recommended paid ads to promote the products. The most valuable ads would be search ads on Google and Bing. It would only be recommended that paid ads are run after the website is optimized for conversions, and there is relevant content on the site that would satisfy the intent behind the keywords we were targeting. We needed to go after keywords relevant to retailers and large contracts.