ACI Controls is WNY's leading supplier of process control, instrumentation and analytics equipment. As a fast-growing company, they are continually adding manufacturers to their portfolio of products and needed a responsive website that could keep up with demand and help them be easily accessible among their current and prospective customers. ACI Control's existing website was clunky, outdated and not designed for any sort of lead generation.
We examined ACI's business and SEO opportunities against the primary objectives - to have a responsive website that could seamlessly drive more inquiries directly to their sales team. Based on their growing product portfolio and the volume of manufacturers represented, it was clear that a product search tool would help the user find what they needed in a quick and efficient manner. In addition to searching by brand and manufacturer, we included the option for users to search by application type and industry. Another important piece of the search tool was the ability for users to search by various product keywords.
To support lead generation, the new website design included a Request for Quote form across all manufacturer pages. Since most of ACI's orders require discussion with a sales representative or engineer, the manufacturer pages allow the user to access general product information, download product literature and ultimately get a request for a quote. The sales rep, in turn, receives a more qualified lead delivered to their inbox.
We also incorporated a blog into the new website in order to develop content based on their top keywords for SEO and establish ACI as a thought-leader within their industry. The blog includes both original content and featured content from recognized manufacturers such as Parker and Honeywell.
ACI Controls' new website launched in January of 2017 and by year's end, overall website traffic was up 65%. More importantly, website leads increased by over 60%.