Organized Living is a storied, century-old maker of home products that today, focuses on storage and organization solutions for markets across the US. Knowing that their website needed a change to keep lead generation humming, they turned to Flywheel for help creating something new and, well, better organized.
They needed a new persona (or three)!
We asked a lot of questions to discover that their existing site was a product-first configuration that wasn’t always speaking the right way to the right audience and failed to highlight the great digital tools different customers could access to design, order and manage their projects. We had to define audience personas and organize content appropriate for each.
Our plan seemed, they told us, “a bit scary at first.”
They’d been relying on their site to drive business by recruiting new dealers. But giving equal weight to dealers and a diverse range of customers was a key source of the old site’s confusions and shortcomings. We proposed subordinating dealer recruitment to addressing homeowners, builders and multifamily owners, convinced that the quality of the site would bring new dealers calling in any case.
“It was a big change for us,” they said, “but, when you see it, it just makes sense.”
The new site improves useability and information flow, allowing Organized Living to talk about their products in different ways to different audiences and to present themselves as more of a software company. Just as importantly, it provides them with the flexibility to custom create new pages and organize and reorganize content as business conditions warrant. In their words, “we gained the individual pieces to adapt the site to whatever we think we want.”
“The website has become a salesperson.”
That’s our client’s takeaway. With the new site making clear who’s being addressed with what content, it’s generating more leads, better leads and more pre-qualified leads. Having accessed the right content, customers are better prepared for productive sales conversations. There’s now no secret to Organized Living’s continuing success.