Updating a Website for a Storage Tank Manufacturer
Houston PolyTank came to Beacon Marketing looking for someone to help them with their marketing efforts. They had only done some small marketing activities, and their website looked a bit dated. Houston PolyTank has a unique construction methodology for manufacturing storage tanks and reactor tanks that house aggressive chemicals like sodium hypochlorite, sulfuric acid, or ammonium hexafluorosilicate, and they wanted to convey their unique position in their marketing materials.
Refreshing The Look of a Website
After a detailed brand audit and review of the competitive landscape, we determined that, in addition to other elements, their marketing efforts needed to focus on revamping their website. The goal was to provide a more visually appealing, contemporized web design that can be more easily navigated by website visitors. President Ron Elkana said, “We’re happy with the design, and we’ve gotten a lot of compliments about our website.”
Many of the clients don’t truly understand how/why their tanks are different, so we featured that more prominently on the website. Houston PolyTank products are much more attractive than other competitor tanks, so it was important that the website be very visual and include a gallery of photos the customers could easily access and review.
Engagement and Conversion Opportunities
Whenever we do a website, we advocate including areas that create engagement opportunities for customers. For Houston PolyTank, we included a proprietary online tank calculator that calculates the proper tank height based on a variety of diameter dimensions to calculate the exact size tank a customer would need for their particular application. In addition, the Request for Quote section acts as a 24/7 sales person available at any time of the day or night. Of course, there’s lots of helpful technological information and shipping & handling information, as well as an interactive Frequently Asked Questions (FAQ) section.
Blogs Provide Fresh Content and Assist with SEO
As with all of our clients, we advocated to Houston PolyTank that they should have a regularly updated blog that would provide fresh content for customers to review. Blog articles can feature news, product information and stories of how Houston PolyTank is solving problems for their customers. Although Houston PolyTank did not specify a program with dedicated search engine optimization for its website, the blog is an element that contributes to improvement in Google rankings and increased visibility. In fact, even without dedicated SEO, these efforts have resulted in a 58% growth in the number of keywords they rank for in Google’s top 100 over a 2.5 month period.
