A New Online Identity for a 90 Year Old Family Business. Best Mattress is a large family-owned mattress manufacturer and distributor in the Columbia SC and greater Midlands region. Since 1928 the company has hand crafted quality mattresses that stand the test of time. Their online presence, and specifically their website, was a stark contrast to the quality hand-crafted approach that had made the company so successful over the years. The digital marketing company, WiT Group, was hired to change that.
A multitude of issues were plaguing Best Mattress online including their online branding, a poorly designed website lacking mobile responsiveness, low search visibility, and web traffic, and the inability to sell their products online – all contributed to the fact that in 2020 Best Mattress could hardly attribute any value to their digital marketing efforts. With such a stellar reputation and incredible product, during a year that home furnishings were being sought out almost exclusively online – our digital marketing company knew there was a massive ongoing opportunity cost that Best Mattress could no longer afford to pay.
Our objective was simple – to design and build a fully custom website for Best Mattress. One that was commensurate with the hand-crafted quality that the company was known for. We also sought to deliver a fully functional and search engine-optimized e-commerce website that would drive traffic and revenue for the company.
Reviewing the original site we knew that they would need our services as a digital marketing company as we had to completely build the new website from the ground up – beginning to end. Our team began by developing a sitemap for the new site, then redeveloping the copy and information architecture for the website. Our agency then developed new wireframes and flat designs that were later built into a website. WiT Group also worked with the client to develop a custom video, new product images, and descriptions and built an e-commerce website optimized for performance and handling purchasing, financing, and shipping anywhere in the US.
Then our team developed a localized PPC marketing campaign to reach local customers, hooking them up with a video produced to emphasize the family, longevity, and hand-crafted nature of Best Mattress.
Ecommerce Web Design
Working closely with the team at Best Mattress, our creative team developed the content necessary to build the custom e-commerce website in the most simplistic, yet high-quality manner possible. The end results were a terrific marriage of simplistic minimalist design and the level of quality and professionalism that represented the brand appropriately.
During the process there were many obstacles including product images and the hurdle of building a true e-commerce website, in the end, the site was launched in a timely manner and the results were unbelievable. In the first two weeks after the website launched organic traffic increased by over 1000% and the website saw more visitors than in the prior 6 months! Our attention has now shifted to search marketing and online sales on the website.
Videography / Commercial Development
Our team at WiT Group planned and directed a complete videography project to convey the history, expertise, and craftsmanship that Best Mattress brings to every mattress they hand stitch and deliver to each of their customers.
Part of the value of a digital marketing company is bringing an omni-channel strategy to maximize performance and returns.