Integrated Design Ltd design and manufacture the world-leading entrance control products, Fastlane turnstiles and Door Detective. As a brand at the forefront of their industry, they recognised the role a new website could play in reflecting the continuing growth of the company as well as the sense of style that has been one of the driving factors behind the success of the products themselves. With more visitors using mobile devices, the new site also needed to be optimised for mobile search and responsive to visitors.
The decision was made to invest in the development and redesign of the website, to improve upon usability, for both visitor and administrator, and optimise this important selling tool. We were pleased to be chosen to work with IDL on this exciting project, which has brought about improvements in a number of areas.
In merging three separate territory sites into one global .com site, all users are now directed to fastlane-turnstiles.com. Future plans include developing other language versions of the site, with the correct geo-tagging driving visitors to the most relevant site according to their location. The mobile responsive, simple design has enhanced user experience, helping visitors find the content most of interest to them quickly and with ease. An increased number of trackable calls to action encourage greater visitor interaction and allow downloads of brochures and datasheets, facilitating data capture. Launched at the end of last year, search rankings are already improving with backend SEO now optimised, valuable external links have been maintained and many SEO pitfalls prevented with the implementation of redirects.
The new-look site includes updated, keyword optimised content and simple navigation tools, with a blog area for sharing regular thought leadership pieces, case studies, product development news and industry interest stories. Integrated video content and sharp, dynamic imagery ensures the site is as eye-catching as it is user-friendly.
The time on site and number of pages viewed per session have notably increased, and bounce rate has reduced by 20%, with visitors now delving further into the site, exploring more of the content and engaging on a deeper level.
Tony Smith, Major Accounts and Marketing Manager for Integrated Design Ltd, commented: “We are really happy with how the new site looks and its functionality, and we’ve received some excellent feedback from our partners and customers. Being able to see how people are moving around the new site, and which content is of particular interest, is really valuable to us as a business. The new site is an excellent platform for us to share our regular content, and we can’t wait to get started on the other language versions, allowing us to tailor our messaging to suit the different needs of our global customers.”
Our ongoing content marketing work with IDL will now be focused on finding and attracting potential customers through thought-leadership pieces, new product profiles and company updates, all of which is shared through their social channels and supported by their sales team.