A case study on innovative sleep solutions, Surrey, BC
Our team loves helping small business owners rebrand, from bringing website redesign ideas to life to increasing social media engagement.
It is not only because we are passionate about the work, but also because we love to see our entrepreneurs succeed.
Now, I know it’s almost silly to mention how challenging 2020 has been for small businesses. Surely you’ve heard it a million times!
But the fact that it’s been such a difficult year for many small businesses has made the rebranding work that we’re doing for a small business like Innovative Sleep Solutions that much more impactful.
The original Innovative Sleep Solutions website did not support or increase leads or sales at all. They had a finicky shopping cart system that was difficult to use.
The site featured an outdated design and lacked compelling SEO copy. There was no mention of their values or focus on health, which is what sets them apart from the big box stores.
In the past, Dave and Terry have also been using more traditional advertising campaigns such as radio, television, print, and even billboards at Rogers Arena to attract the attention of Canucks fans.
With numerous technical and marketing/branding issues, they weren’t getting any Online sales.
While they were shopping at the store before COVID-19 hit, the pandemic put an end to that.
Innovative Sleep Solutions needed to turn around quickly and build a strong e-commerce site and implement a new online marketing strategy.
It was time for a fresh approach, here’s how we rebranded Innovative Sleep Solutions to give them a competitive edge going into 2021.
Complete brand and website redesign.
From the logo to the product pages, we ensured that the Innovative Sleep Solutions brand was consistent and attractive across all pages of the website.
As we do with every client, we begin with an in-depth brand analysis to define your unique selling proposition (USP), target audience, company vision, brand positioning, and more.
This analysis reinforced the need to revamp their existing logo. Not only was it out of date, but it did not reflect the healthy environment that was needed to position them differently from other mattress and bed sellers.
The logo redesign process was collaborative and brought David and Terry into the mix every step of the way, ensuring the final design was one they loved and knew accurately represented their brand positioning.
Another of our website redesign initiatives was to create a new slogan to differentiate the company from its big competitors. Because the owners pride themselves on selling natural, organic and Canadian-made products whenever possible, “Sleep Healthier. Live Better” was the winning statement.
Our next step was to develop our website’s technical specifications, keyword analysis and site mockups. (A mockup is a design that shows what elements will be on a web page. You don’t just start creating menus, slapping images, and putting links on a live page!)
It’s important for small business owners to understand that there is much more to redesigning a website than choosing logo colors and font sizes.
For example, a large part of the process takes user experience into account. What process flow will you follow to ensure a smooth experience while on the site?
When designing and developing the Innovative site, we wanted to make sure that site visitors know immediately that they are in the right place and that they can easily find the products they need.
Also, ensuring that a site looks great on any device, from desktop computers to smartphones, is critical. Images and font sizes may look perfect on your computer, but be broken or cluttered on a phone screen.
While there is a great deal of creativity involved in implementing website redesign ideas, much of your success depends on well-executed web development.
Since we don’t use standard templates, purchased themes, or third-party site builders, our clients know they’re getting the highest quality built site that will showcase their brand to perfection.
The innovative site was built on WordPress using a custom WooCommerce plugin for the shopping cart system. We also integrate Constant Contact to build lists and have the ability to send abandoned cart emails to those who leave the site without completing their purchase.
As you can see, unless you’re a marketing guru/technician/designer, rebranding your business is not a DIY project. There are too many important branding, programming, and implementation elements at play. No matter what industry you’re in, you should consider hiring a professional, full-service web design and development company.
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Read: The importance of brand messaging for a successful website redesign
I’m sure you landed on someone’s website and felt like something was just…wrong; or maybe you were suddenly turned off without even knowing why.
Most likely, you quickly clicked again to find a competitor’s website, where you felt more comfortable and confident.
Your visitors might feel the same way if you don’t pay attention to how you engage with your target audience. That’s why it’s crucial to identify your brand style before redesigning your website.
In this article, I’ll share five questions you need to answer to determine your business brand identity and create the most effective website possible.
More online.
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Compelling and profit-oriented writing.
People aren’t going to buy from a small business if the copy is heavily focused on product specs or lacks a cohesive story. It’s when you start talking about because someone wants what you’re selling so you can actually reach your target audience.
An added challenge for Innovative Sleep Solutions: They’re selling high-end products at the lowest price, but buying a mattress is still a hefty investment.
So, we knew we needed to quickly grab people’s attention with the right copy, rather than highlight price points.
As part of our online marketing strategy, we looked at what problems each product solved. For example, a lifestyle adjustable bed is ideal not only for people with a medical condition like acid reflux, but also for people who like to read or use a laptop in bed.
Similarly, we learned that a magnetic therapy mattress acts like a mini electric heating pad to stimulate blood flow and deliver nutrients to repair and heal damaged tissue while you sleep. You wake up pain free and rejuvenated.
Isn’t that much more interesting than the product specifications?
Innovative Sleep Solutions’ online marketing strategy also includes landing pages and blog posts with carefully selected keywords to better explain the benefits of their products and maximize SEO to drive more organic traffic.
Continuous strategic campaigns of SEO, SEM and social networks.
Our work does not end when the website is complete! To help Dave and Terry stay competitive, make sales, increase leads, and engage their audience, we have now focused on concentrated SEO, SEM, and social media campaigns.
SEO stands for search engine optimization and is a non-paid online marketing strategy that focuses on optimizing your website and content with words and phrases that people would type into a search engine.
By doing keyword and competitor research, we create target keywords to use throughout the website and within the copy.
SEM stands for search engine marketing, also known as paid search. The most used paid search tool is Google Ads.
By buying traffic that leads to the website, we are speeding the site’s path to the top of the search results and hopefully increasing sales.
We do this effectively by:
? Orientation to geographic areas
? Create advertising campaigns that speak to the target audience in those areas.
? Write relevant ad copy that will attract and compel your target audience to click on your ad
? Continuous monitoring of clicks, impressions and conversions
SEM can be a great online marketing strategy to ramp up at the time of launching a site; you can then reduce your paid ad budget as you move up the organic search results with SEO.
We’re also moving forward with an Instagram-focused social media campaign that visually showcases your healthy sleep solutions.
The process of bringing website redesign ideas to life is collaborative and iterative. It takes proper planning, working with a professional marketing team, and testing and adjusting as you go!
It took a lot of communication and working together to get to the Innovative Solutions for the Completed Dream site. But we love the process, and now we have another website and rebranding project to be proud of!
For the success of your business,
Suzanne