UPG Case Study

OVERVIEW

The Problem:

Early in 2022, United Plate Glass approached Vendilli Digital Group with the goal of expanding and improving their ongoing marketing efforts and extending their efforts into the digital space. UPG leverages the expertise of Vendilli for content creation, website design and optimization, paid advertising, content creation, and more. As our relationship with UPG has grown, UPG has seen great improvements in online conversions, phone conversations, and ultimately, increased revenue.

THE CHALLENGE

• Increase Brand Awareness
• Communicate two different
service lines
• Expand geographical reach
• Refresh Brand Image

During the sales process, our team and United Plate Glass agreed that our Growth Driven Design approach would be a great fit. UPG’s initial goal was to receive ongoing digital marketing services to improve their business. Once the project started, Vendilli began to audit and strategize with the existing efforts and what we can do to improve them. UPGs previous strategies left a lot of room for ongoing improvement and content creation in the digital space, including a fresh website.

THE SOLUTION

Improve Web Presence
and Drive Traffic

With goals clearly set, we set out to strategize and implement best practices in order to help UPG achieve the goals they approached us with. Our first steps were to implement ongoing content creation in the form of a blog, refresh the website design, begin email marketing, and launch a paid advertising campaign with Google.

Paid campaign has brought in 221 conversions in the first year of the campaign.

SERVICES PROVIDED

STRATEGY

Buyer Personas

A buyer persona is a fictional representation of a business’s ideal customer based on market research and data analysis. It includes information such as demographics, interests, behaviors, motivations, and pain points. Buyer personas are important because they help businesses better understand their customers and tailor their marketing and sales strategies to meet their needs. By creating detailed buyer personas, businesses can improve their targeting, messaging, and customer engagement, ultimately leading to increased conversions and customer loyalty.

We identified 2 audience segments that would frequent UPG’s website: project managers and proud homeowners looking to invest in glass shower doors. Based upon these audience segments, we developed a website experience around their unique needs and content. As part of our ongoing marketing efforts, buyer personas were crucial in determining what messages to deliver to whom and when. They are also especially important for UPG in making sure teams are targeting and qualifying the right leads for their business model.

CREATE

Website Design

The previous UPG website had been in use for several years and was in need of a refresh. The goal of the new website was to improve the visual identity of the brand, improve user experience, and to create a platform on which the site could continue to grow and be built upon for years to come. Brand colors and major identifiers remained the same, but our design team created a more grown-up appearance to portray the growth and professionalism of United Plate Glass. Revised text styles, diagonal graphical elements, updated imagery, and improved visual layout all contribute to a modern design that attracts the user and guides them to what they’re looking for.

Since the refreshed website launched in early 2023, improvements have been made to continue to optimize design, usability, and SEO. Additions such as a revised about page, resource page, and careers page all help add relevant keywords to bolster SEO rankings and improve user-experience by providing more clear and informative content and functionality to the website.

EXECUTE

Website Development

Visit website

Working on a 5-6 month timeline, we developed a 14 page launchpad website in Wordpress using our own custom theme. As part of a phase II initiative after launch, we worked to develop the remaining site pages and launched e-commerce store for Bactronix products. As part of our ongoing efforts, we maintain the website by making perpetual improvements to features, functionality and content.

Working within the inbound marketing methodology, Vendilli Digital Group writes and posts blogs to the Bactronix website on a regular basis to establish authority and improve upon SEO initiatives. We also developed dedicated landing pages to accompany PPC campaigns and drive conversions.

EXECUTE

Content Creation

A large part of our ongoing relationship with United Plate Glass is content creation. The goal of creating content is to improve SEO rankings and to provide valuable information for prospects. SEO rankings can be improved with the use of relevant keywords. Vendilli conducted multiple keyword research reports to find out exactly what the target audience was searching for and tailored new content to answer those searches. We used this information to increase the amount of content on the “about” page with a goal to improve organic traffic and engagement time.

The UPG Blog has become an engine of content, with our writers working diligently to allow a bi-weekly cadence of new posts. These posts are designed to attract search results by answering the types of questions that UPG’s target audience asks. Some blog topics include subjects such as “Types of Shower Glass”, “Benefits of Energy Glass” and more useful information.

OPTIMIZE

The Results: New Customer Generation

Since the inception of our work, Vendilli has been able to support UPG’s growth in the digital space. They have experienced an increase in quality traffic, website conversions, phone calls, and more. They even acquired a brand-new large account through our email marketing efforts!

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The Problem:

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Increase in Organic Traffic

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Avg Email Open Rate

• Increase Brand Awareness
• Communicate two different
service lines
• Expand geographical reach
• Refresh Brand Image

Improve Web Presence
and Drive Traffic

Website Design

Inbound Marketing

Digital Advertising

HubSpot Consulting