Engineering Lead Generation
Humphrey Products is a leading designer and manufacturer of pneumatic and fluid handling valves and serves organizations worldwide.
Their expertise in various industries is based on technologies proven in their standard and custom products. That enables them to create unique solutions for commercial and industrial applications.
Humphrey Products
Website Design and Build, Search Engine Optimization, Paid Search Advertising, Display Advertising, Content Marketing and Marketing Automation
the challenge
The visual aspects of the website were dated and didn’t align with the company’s forward-thinking, innovative brand. The user experience made it difficult to navigate, and the internal team faced technical obstacles when adding and updating content. The client also wanted to increase the volume of digital leads.
the solution
We redesigned Humphrey’s website to better align with the company’s brand identity and reorganized the layout to make it easier for users to navigate. Other work included content creation, Google Ads optimization and marketing automation.
Increase in total product quote requests
0%
Increase in total paid traffic conversions without changing monthly ad spend
0%
Redefining Keywords to Make an Impact
The client provided keywords they wanted to target. With their input, we defined them further to prioritize those terms that would drive new traffic to their website. That strategy remains fluid, and we maintain open communication to ensure future keyword efforts are aligned with Humphrey’s goals. Our SEO and keyword research laid the foundation for redesigning web pages, reworking copy and building cornerstone pages with those terms in mind.
Supporting Search with Quality Content
We published blog articles and press releases to attract more organic traffic. The blog not only served to enhance our SEO efforts, but it also provided valuable information to engineers and OEMs who needed in-depth insight on valve solutions. Interviewing experts at Humphrey allowed us to build that base of knowledge and establish them as a thought leader in their industry.
Building Ads for Conversions
We reconfigured the client’s Google Ads program to focus on proactive conversion generation and incorporated remarketing display advertising. Our strategy highlighted three specific valve products, which we recommended to Humphrey based on keyword search volume. We designed dedicated landing pages to focus on those categories and direct qualified leads to improve conversion rates.
Re-Engaging Interested Users
Our strategists crafted and implemented marketing automation workflows to continuously target users who visited specific areas of the client’s website but had not submitted a quote request or filled out a contact form. That helped keep their brand top-of-mind with new and returning customers and encouraged conversions.
Designing Customer-Centric Web Experiences
Our web development team worked on the backend of Humphrey’s website to improve its functionality and navigation. They also built a separate portal for Humphrey’s products. That included a management console that enabled them to monitor and maintain their central data sources. The final distributor portal allows users to access quotes, invoices, returns, order status and product specifications.
