A New Website
Summit Steel's old website was lacking. Our goal with the redesign was for customers to see the full range of Summit Steel’s offerings, the scale of their operations and their dedication to quality before ever setting foot in the Summit Steel facility.
Showing Industry Expertise
We developed the new website to highlight their range of industries served and capabilities offered.
An Opportunity to Expand
Additionally, Summit Steel launched a separate division to sell vertical storage carousels, a new stand-alone product. At first Summit Steel’s vertical storage product was given a page on the main corporate site, but it was confusing to users and holding back sales. We advised Summit Steel to give Summit Storage its own brand and web presence, and facilitated the design and development of a separate website.
The Plan Worked!
Inbound leads quickly increased after launching the new Summit Storage site in July, 2015.
Gary Romig
President at Summit Steel
“The Brolik team was thorough, organized, impressive, and precise in their execution of the plan. Because of Brolik, we believe our company now has the “best” website and marketing in our industry.”
Driving Results Through Digital Marketing
With a better site in place, Summit Steel looked to increase quality leads through digital marketing.
Brolik launched a PPC and Display Advertising campaign targeted at procurement officers of large companies that Summit wanted as customers. Improvements to on-page SEO and paid ad campaigns led to favorable results in the first six months of the marketing campaign.
We’re #1 (And #2)
Summit Steel became the #1 and #2 Google Search Result for “Steel Manufacturing Company” nationally!
Triple the Leads
With improvements across the board, Summit Steel saw a 238% increase in leads in Q3 YOY.
The Problem
The leads were flowing in, but something wasn’t adding up. The leads we were tracking through our digital marketing campaigns weren’t matching up with Summit Steel’s pipeline. It took some digging to reveal what was going on.
Using an application called CallRail, we were able to pinpoint some holes in the sales funnel beginning with the initial sales call dialogue. There was no consistent process to handle inbound leads and it was hurting Summit’s sales.
Closing the Loop on Leads
The Phone Lead Form is used by the staff at Summit Steel to organize inbound leads and then distribute them to their sales reps through the Leads Dashboard.
With these improvements we finally established a good feedback loop with Summit Steel and started refining our campaigns based on their feedback.
The Results
As a direct result of our digital marketing efforts, Summit Steel secured two major contracts in the first year with Brolik.
In an industry where one or two contracts can make your year, Brolik’s digital marketing efforts proved to be the difference maker for Summit Steel.
Gary Romig
President at Summit Steel
“We have more organization than ever, and the advice and tools Brolik has provided us are improving the bottom line. In Brolik, we have a team of problem solvers, not just web designers and marketers.”
