In the first 6 months post launch
Steel Warehouse had an outdated site that made it difficult for customers to find what they were looking for or to contact the company for more information.
TopSpot completely redesigned the website to be responsive and user-friendly in order to improve search engine optimization and drive online leads.
With the new responsive website, overall leads increased by 378.33% in the first three months post-launch. Online leads continued to grow in the six months post-launch by 311.36%.
About Steel Warehouse
Industry: Supplier & Distributor Headquarters: South Bend, Indiana
Steel Warehouse is a family-owned supplier of premier steel coil with distribution, shipping, and processing capabilities. When they came to TopSpot, they wanted to boost their web presence with a responsive website that provided users with information regarding their company and products and created a great user experience.
Utilizing Data for Design & Structure
The TopSpot Team’s first focus was on making sure that SEO was driving the structure and content strategy of the new website. Following TopSpot's data-driven web design process, the Customer Relationship Team working with Steel Warehouse developed an initial sitemap that focused on SEO and usability.
One of the main areas of concentration was in SEO optimized content expansion. The original site had ten product pages and 7 pages on the processes used to create the steel itself. For the new site, based on the insights gained from site analytics, form data, and internal site search, the content was restructured to be specific to what types of products or services the user might need. The services pages included additional processes that were not highlighted on the original site.
The product pages were split into Products by Spec, Products by Type and Products by Manufacturer (OEM) Spec. From there, the user could drilldown to the type of steel they were needing based on the information they already had. It is readily accessible via a drop-down button in the hero image that asks users to select the company’s products by type.
Design Focused on 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.
Request a quote: Before & After
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.
Improved Mobile Experience
Mobile users were not shortchanged when they visit the website on a mobile device. All of the great features that made the desktop version so easy to use were also available on the mobile version. The intuitive navigation, the easy-to-access forms and communication with the company, as well as the fantastic visuals are all accessible regardless of the device used to view the site.
Location Focused Lead Growth
Steel Warehouse is based in Indiana, but they serve the majority of the country and abroad. This information was made clear by creating an interactive location map, showing users where the 10 domestic and two international locations can be found. Each of these locations also had pages built out with content to specifically address the capabilities of that location.
Local schema markup was also added to each Location page and each facility was claimed and updated on Google My Business and Bing Places to lay the foundations for growing their organic presence.
Ongoing Refinements: Calculators & Quote Carts
Quote cart functionality was added to the new website 5 months after its initial launch. With this functionality, users can access their quote cart by clicking on a button that is found on every page. This allows the customer to send their request directly to a sales representative, who can then immediately respond to the user.
The addition of custom calculators has also been added, which gives customers the ability to determine the dimensions of what type of steel they need.
Even with a large dip in the economy due to a global pandemic, steel prices fluctuating and country-wide pauses in
production, Steel Warehouse has continued to see success with their new website.
Within 9 Months of Launch
Houston AMA Crystal Award Winner for B2B Website: Agency
Stevie Awards - American Business Awards® - Gold Stevie Award Winner in the Metals and Mining Website Category
WebAward for Best Catalog Website
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