NEW YORK SPRAY FOAM INSULATION
Case Study: Network Mulit-site Marketing Solution.
About the Project
Client:
NEW YORK SPRAY FOAM INSULATION
Services:
Custom Programming
Website design
Google Geo-Location
Responsive Web Design
WordPress Network Development
Plugin Development
Secure Hosting
WordPress Training
Summary
NEW YORK SPRAY FOAM INSULATION, A leader in spray foam insulation services throughout New York, Long Island and New York City, requested a plan for monetizing regional websites for insulation professionals looking to partner with the New York Spray Foam Insulation brand.
Our goal was to develop a version of their very successful website for a multi-site installation. With regional branches that may be customized for each client site.
In addition, the client wanted to use geo-location to auto-direct viewer to their local region based on their computers ISP.
The Challenge
The key to this project was planning. The goal was to create regional sites that were almost identical to the main website.
With this in mind, we had to maintain the search performance of the main site, create regional sites and implement technology to auto-direct user to the location that matched closest to their current computers location.
We were called upon to provide the solution that would be best for management and provide the client with a regional site that could be assigned to an authorized installer that purchased the region.
The Solution
Determine a scope of work for our client was a true collaborative effort. We relied on his extensive knowledge of the industry and we provided the suggestions from a technical standpoint. Our SEO team and development project managers worked in tandem to formulate our plan.
The original website was built in WordPress which made migrating to a network installation straightforward.
The decision to build as sub-folders and not subdomains was influenced by the search results that our client wanted to preserve. The choice also lent to allowing regional sites to act independently and thus behave s single entities.
The design for this project was minimal since the idea was to create the infrastructure more so then give the site a face lift.
We made slight adjustments to color schemes where needed and made some changes to content to better suite with our SEO plan.
To see the final result visit their website NewYorkSprayFoamInsulation.com opens in a new window. Please note if your zip code falls within a registered region you will be redirected otherwise your will visit the main website.
Geo-location was another challenge that required some adjustment until we found the best technology to employ. Google’s solution ended up providing the granularity that was requested and had the best result when it came to zip-code recognition.
Once the sites were created, we implemented an SEO plan to ensure the websites for each region would align with the search terms for the content.
The result is a fully managed WordPress Network site with 9 regional brochure insulation sites ready to sell to top insulation contractors.
Client Testimonials
Designing for User Experience
NST Web Solutions carefully considers form and function when creating a custom solution for our clients.
Developing an effect User Experience is no simple task. A deep understanding of the clients business and goals for presenting their services or content, is critical. This is always our first step in developing a UX/UI plan.
Understanding NEW YORK SPRAY FOAM INSULATION’S target audience was key to building an effective user experience.
With many hours of discussion and internal research, we developed a plan to best serve our client’s needs.
Since the design for the website was basically unchanged, we had to ensure that it worked well and was intuitive. The navigation on desktop and mobile was changed slightly to fit with best practices.
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