Hoover Pumping Case Study

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Growing Website Traffic, Driving Leads & Accelerating Growth

Delivering:

Website Refresh
SEO
CRO
Digital PR

Hoover manufacture, install and maintain irrigation systems for businesses in Florida. They’re innovators, designing hyper-efficient pump stations and remote management systems that massively outperform their competitors.

They’ve also been in business for 40+ years and have a genuine commitment to environmental sustainability – saving clients millions of gallons of water every year (not an exaggeration!)

But when we first started working with Hoover, they were struggling to differentiate themselves in an increasingly competitive space.

Competitor sites were taking the lion’s share of the traffic, they were struggling to turn visitors into leads and they weren’t getting the traction they deserved.

The Challenge

Standing Out From The Crowd

Hoover operate in a crowded vertical.

They're going toe-to-toe with entrenched players that have massive marketing budgets and they're also working in a hide-bound industry, where risk-averse buyers prefer to go with solutions that seem to be 'tried and true'.

Even if doing so jeopardises their bottom line or increases the environmental impact of their activities.

Like many B2B companies, Hoover also face the unenviable challenge of pitching a considered purchase to a cold audiance, which means that the look and feel of their website has to be spot on.

They also need to capture people at the right part of the buying process, present a compelling story and provide all the credentials needed to build trust.

It's a tough call, but we've always loved a challenge.

The Solution

A Fresh Look & Feel

To help fuel Hoover’s ambitious growth plans, we started out by refreshing the look and feel of their website: Travelling out to Florida to meet with the team, getting to know the business, and brainstorming ideas for an updated design that'd speak to their brand values.

The old site was informative, but it wasn't doing the heavy lifting required to grow the business.

To engage and convert, B2B websites need to tick a lot of boxes. First, they need to host all the content required to get you ranking on Google and drive visitors through to your key product pages. They also got to communicate brand values, establish your authority and persuade people that you're the company they need to solve whatever problem you've got the solution for.

To do this, the look and feel have to be spot on: images, buttons and type faces have to be compelling and evocative, the words have to be right and individual web pages have to flow well.

People rarely get it right, but when they do, their website performance tends to skyrocket and they enjoy a steady stream of relevant enquiries, which is exactly where Hoover wanted to be.

After an in-depth discovery session, we realised that the old Hoover site wasn't sending the right signals.

We also knew that a full site rebuild wasn't on the cards so we set about tweaking what was already there: Refreshing key pages to boost curb appeal and make sure the site spoke to Hoover's key demographic.

Designing A Better UX

Highlighting important content, guiding people to key pages and providing compelling CTAs is key to making sure that your website generates leads.

When we got stuck into Hoover's site, we made sure the new design would steer prospective customers towards the elements that were best-placed to reassure and delight their target audience.

Adding Trust Signals

We also spent a lot of time adding trust signals to key landing pages.

Research shows that web users treat customer testimonials with the same reverence they'd accord to a recommendation from their best friend so we wanted to make sure Hoover's strong track record was on display.

Pushing The Envelope

Some agencies spend a lot of time making shiny websites that look good, but don't drive business. We prefer to take a data driven approach, but we're still well aware of the need to produce websites that look and feel fantastic.

With Hoover's site, we spend a lot of time building gorgeous video headers and elements that'd speak to the natural beauty of Florida, and help them to stand out from the competition.

A Smart New Strategy

Once we'd built a strong foundation, we set about finding the traffic and leads Hoover needed to grow their business.

This bit's always a challenge: It's easy enough to drive paid or organic traffic to a website, but driving the right traffic?

That's a harder proposition. You need to identify the brand's target audience (the people who'll actually buy what they're selling) work out what sort of language they're using to find products and solutions like yours and create content that catches them at the right stage of the buying process.

For Hoover, that meant keyword research, using a plethora of tools to work out how people researched and bought irrigation systems for commercial properties in Florida.

Once we'd identified the most important phrases, we could set about building a digital marketing strategy that'd allow us to capture the people searching them, and turn them into Hoover customers.

Re-optimising Pages

There are many ways to skin a cat. Often, agencies will jump straight into writing new content, but we recognised a few quick wins that'd help Hoover scale in months - rather than years.

We managed to repurpose a slew of existing pages; altering URLs, heading and body copy to ensure they'd rank for high-value search phrases.

Creating New Content

Having started the ball rolling, we turned to our in-house content team – drawing on their expertise to write new pages that sought to answer real questions; address pain points and bring search traffic flooding onto the Hoover site.

We also built out pages that told a compelling story about Hoover's expertise, and the quality of the solution on offer.

Building Trust

Speaking of important signals, we also set about adding trust-building elements to the Hoover site.

Certification logos, case studies, customer testimonials and team imagery were put at the front and centre of the site so that potential customers could get a good feel for Hoover's credentials – and the level of service they provide.

The Outcome

The Results Speak For Themselves...

We've helped to deliver

115.46

increase in YoY organic traffic

149.59

Increase In Non-Branded Traffic

increase in visitors reaching key contact forms

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