webflow website design & development | SEO | google ads strategy & execution

A fresh Digital marketing start

webflow, seo and digital advertising

Si-Ware, a developer of Near Infrared (NIR) spectrometry solutions, was in need of a stronger identity and voice in the market. While their technologies are state-of-the art, their messaging and brand did not accurately reflect the tech-centric, modern reality of their business.

original

new

We created a bold design that clearly stated the technology's benefit, moving away from a wordy, flat and unexciting introduction to their products.

The site was built with Webflow, the same platform they enjoyed working with on their original site. A robust CMS was built to make growing the site over time doable by their team without the need for web expertise.

A pinned call to action (Request a Demo) was added to the side of all pages, encouraging visitors to learn more.

In short order, (the View team) were translating the design cues and user experience wishes from our management team into a fresh, clean, and elegant design which reflects our company’s expertise and allows our products to showcase and shine. Equally important, the structure of the site is a good foundation that will allow us to add and utilize content as we grow.

Bob schumann, Marketing Director, Si-ware

seo

Because it's important for prospects looking for analysis technology to find the company as they search for options for their labs, production facilities or commercial farming enterprises, we also researched high-value keywords with low/medium competition to elevate Si-Ware to the top of organic search results.

These keywords were strategically assigned to pages that would have the best content to support the optimization for these keywords.

All pages were then optimized following Search Engine Optimization (SEO) best practices, leading to meaningful gains in keywords ranking in the top 100 Google Results.

After launching the newly SEO optimized site, our team created a Google Ads strategy that targeted keyword searches, audiences based on interest and purchase intention, as well as remarketing audiences (people who have visited the site within a certain timeframe).

Myriad display and search ads creative and messaging were created to increase brand awareness, stoke desire, and generate leads. The View team leveraged Databox to enable real-time tracking of visits, sources of visits, campaigns leading to activity, conversions, and more. The Si-Ware team also had access to this data at all times via dashboards set up by View. Monthly optimizations based on product changes, company goals, events and campaign results were made.

We optimized the programs over time to increase conversions. An integrated and cohesive brand, optimized website and ad program has been integral to growing the company's pipline.