It All Started With 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.
Designed to Support Audience Needs
We designed the website to offer multiple paths for users to take throughout the website, based on their needs. This included service pages going into detail on specific capabilities, like welding and CNC machining, for users who knew exactly what they were looking for, and pages showing off the company’s work in key industries, like construction and aerospace, for users whose search was more exploratory.
An Opportunity to Expand
Around this time, Summit Steel launched a separate division to sell vertical storage carousels, a new stand-alone product. At first their vertical storage product was given a page on the main corporate site, but it was confusing 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, increasing by as much as 200% over previous months.
Gary Romig
President
“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 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 from Q3 2014 to Q3 2015.
The Problem
The leads were flowing in, but something wasn’t adding up. The leads we saw through our digital marketing campaigns didn’t match up with Summit Steel’s pipeline. Using call tracking, we were able to pinpoint an issue with lead intake: there was no consistent process to handle inbound leads and it was hurting Summit’s sales.
Closing the Loop on Leads
So, we developed a Phone Lead Form to be used by the staff at Summit Steel to organize inbound leads and then distribute them to their sales reps through a 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
“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.”
