Data-Driven Website Design Strategies Drive 311% Lead Growth

The original website was not built to drive online leads. In order to place an order for steel, the customer was required to find a sales rep that serviced their area, or manually call or fax the company. The single form on the site was found under the main navigation and included over 30 individual fields, and once submitted, the user was then contacted by a sales rep. This convoluted ordering system was not conducive to new customers or potential customers who were in the research phase.

With the new industrial website design, the contact information was placed in the navigation bar at the top of the page so it would be accessible at any point of the user’s visit. Various calls to action were created and placed in strategic places on the page. This included a quick contact form that allows the customer to Speak to a Metallurgist which pointed out the specific capabilities and knowledge Steel Warehouse could provide.

In order to place an order for steel, a user had to find a sales rep that serviced their area, manually call or fax the company or complete the single form on the site which included over 30 individual fields (shown in the before image).

The new form made it easy for customers to request a quote from anywhere on the website and without having to answer an extensive list of questions. The form also specifies that all requests should be a 5,000 lb minimum, which helps to qualify the leads as they are coming in and avoids wasting the time of either the customer or the company.