A Website for Lead Generation
Blockhouse
Manufacturing
B2B
As a leading contract furniture manufacturer, Blockhouse supports large organizations like universities and hospitals with comfortable, durable, customizable furniture. More importantly, they help their customers reduce costs and maximize return on their furniture investment. And that’s why Blockhouse partnered with PIPEDREAM—to maximize return on their digital marketing investment.
Situation
With an existing website that functioned as a basic online catalog, Blockhouse needed to build a better platform that could drive leads and serve as the foundation for a modern digital marketing strategy. With hundreds of products, each with dozens of possible variations, an online catalog was a must. But an SEO-driven content strategy that could drive and convert qualified leads had to be part of the plan as well.
Process
First, we launched a new website incorporating the best practices necessary to support a modern SEO and content marketing strategy. We included a simplified product catalog as well as page after page of rich, keyword-driven content. We developed cornerstone landing pages and compelling SEO content around markets, product lines, and specialties. We implemented pay-per-click, banner advertising and marketing automation tactics to drive targeted traffic to the new website, plus analytics to measure the results. And most importantly, we created a strong, visual call to action to maximize conversions.
Results
Whereas the previous website was visited mostly by existing customers, the new website quickly became a powerful lead generation tool in and of itself. Thanks to SEO-friendly content, smart design, and the right mix of digital marketing tactics, the new website immediately began delivering return on investment by generating qualified leads at higher numbers than ever before. Thanks to this high-performing digital marketing ecosystem, Blockhouse will continue to convert qualified leads in greater numbers going forward. And that will deliver real, long-term value to their business
