The Results: Online Marketing Case Studies

A highly polished website for Carlisle Wide Plank Floors

Client:
Carlisle Wide Plank Floors is a second-generation family run business based in Stoddard, NH. Carlisle manufactures the highest quality hardwood and pine wide plank floors, shipping them to customers across the country. Carlisle uses a multi-pronged approach to marketing its floors, including print ads in a wide range of magazines, participation in home shows and sample homes, and its website.

Challenge:
While Carlisle's marketing strategy and print campaigns have been constantly evolving, along with the company's growth, its web presence was outdated and underpowered, especially in the face of modern, online competition. Carlisle's competitors were rapidly catching up, despite offering a lesser quality of product.

Strategy:
The team at Singularity Design worked closely with Carlisle's marketing director to analyze Carlisle's brand. We explored the strengths of the product and the way that the company delivers those products. We interviewed Carlisle's management to identify common customer misconceptions (speedbumps on the road to a successful sale) and we catalogued available assets such as product photography and customer testimonials.

With a smoothly polished view of the company's brand and competitive environment, we designed a new, award-winning website. The visual design remained true to Carlisle's underlying brand, while taking on a much more elegant, luxurious style. The site's navigation structure was crafted to better reflect the consumer's shopping habits and concerns. Site content was expanded to better educate consumers and optimized to target organic search traffic. As a final, critical aspect of the new site, we oriented the entire design and flow of the site to drive visitors to call Carlisle or submit a sales inquiry online.

Outcome:
Carlisle experienced an immediate and dramatic response to the new website. As soon as the site launched, monthly unique visitors doubled and online sales leads tripled. According to the company's sales staff, the quality of the incoming leads also improved, with sales prospects showing a much higher level of education about the company's products and the ordering process. The new, search-engine-optimized site also jumped higher in organic search results for a wide range of popular search terms.

In addition to garnering an award in the 2006 W3 Awards, the success of the site led to a featured in the cover article of the November 2006 issue of Fortune Small Business.

Your brand deserves spectacular results. Let's talk.

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