SPX Flow
Industrial Technology Marketing Case Study
SPX FLOW is a global leader in motion and control technologies. They provide advanced solutions for industrial technology processes. Their products include pumps, valves, and filtration systems used in manufacturing and processing. With a focus on innovation, SPX FLOW helps industries optimize their operations. Their previous online presence was fragmented across 28 separate brand subdomains. We redesigned their website to enhance their digital footprint, merging these sites into a unified platform. The new website now features 2,201 pages, significantly improving user experience (UX design), SEO optimization, and inbound lead generation.
Our Process
Problem
Built originally in 1995, the website was outdated and dispersed across 28 separate brand subdomains. This fragmentation negatively impacted SEO, user experience (UX/UI), and lead generation. The primary challenge was consolidating these disparate sites into a unified, modern eCommerce platform to improve site performance and search engine visibility.
Objective
- Integrate multiple brand sites into a single, comprehensive platform.
- Implement advanced SEO techniques to increase site traffic and visibility.
- Develop and add new content, including career pages and a blog.
- Incorporate lead-generation tools to capture and convert leads effectively.
Strategy
We consolidated various brand sites into one cohesive platform to improve user experience and site consistency. Then, applied advanced SEO techniques, such as keyword research and metadata optimization. Created 77 new content pages, added features like a career page and blog, and integrated a “where to buy” tool linked to a large distributor database. Contact forms were optimized for better lead capture, and detailed analytics were established to track user behavior and assess the effectiveness of these changes.
Results
The redesigned website led to a 250% increase in organic traffic and a 40% improvement in lead quality. The project delivered a 5x return on investment and included advanced analytics for ongoing performance monitoring and content optimization.
Corporate Lead Generation Strategy
- Integration of the “Where to Buy” Tool: We created a “where to buy” tool linking users to a database of over 200,000 distributors. This feature helps capture high-quality leads by making distributor contact easy.
- Optimized Contact Forms: Contact forms were redesigned for better lead capture. Enhancements included simplified fields and mobile compatibility. Clear calls to action were added to encourage user submissions.
- Lead Capture Mechanisms: We implemented various mechanisms for capturing leads, such as CTAs, pop-ups, and forms. These features encourage users to provide their information in exchange for valuable resources.
- Advanced Analytics for Lead Tracking: We set up advanced analytics to track lead generation performance. We monitored which pages and forms were most effective and refined strategies accordingly.
- Follow-Up Automation: Automated follow-up processes were established to nurture leads. This included automated emails, personalized messages, and lead scoring to prioritize high-quality leads.
Lead Generation Workshops: Workshops on SEO and digital marketing best practices were conducted. These sessions helped SPX FLOW’s team improve and refine their lead generation strategies.
Corporate Lead Generation Strategy
- Integration of the “Where to Buy” Tool: We created a “where to buy” tool linking users to a database of over 200,000 distributors. This feature helps capture high-quality leads by making distributor contact easy.
- Optimized Contact Forms: Contact forms were redesigned for better lead capture. Enhancements included simplified fields and mobile compatibility. Clear calls to action were added to encourage user submissions.
- Lead Capture Mechanisms: We implemented various mechanisms for capturing leads, such as CTAs, pop-ups, and forms. These features encourage users to provide their information in exchange for valuable resources.
- Advanced Analytics for Lead Tracking: We set up advanced analytics to track lead generation performance. We monitored which pages and forms were most effective and refined strategies accordingly.
- Follow-Up Automation: Automated follow-up processes were established to nurture leads. This included automated emails, personalized messages, and lead scoring to prioritize high-quality leads.
Lead Generation Workshops: Workshops on SEO and digital marketing best practices were conducted. These sessions helped SPX FLOW’s team improve and refine their lead generation strategies.
SEO Strategy Development
- Complete Website Restructuring: We restructured SPX FLOW’s website into a unified 2,201-page platform. This change improved site navigation and consistency.
- Header Tag Optimization: Header tags were optimized to enhance search engine indexing and relevance. Adjustments were made to H1, H2, and other tags.
- Keyword Research: Extensive keyword research identified high-traffic keywords for SPX FLOW’s industry. These keywords were incorporated into content, meta descriptions, and headers.
- Metadata Refinement: Metadata, including title tags and meta descriptions, was updated. This optimization improved search engine visibility and click-through rates.
- Content Consolidation and Creation: We consolidated existing content and created 77 new pages. All content was relevant, engaging, and optimized for targeted keywords.
- Image Optimization: We optimized 36,000 images by compressing files and using descriptive filenames. Alt text was added to improve load times and SEO.
- On-Page SEO Enhancements: On-page SEO was enhanced with internal linking, improved page load speeds, and mobile-friendliness. These changes boosted search rankings.
- Analytics Setup: Detailed analytics were implemented post-launch to track user behavior. We measured SEO performance and identified areas for ongoing optimization.
