For years the College Park website took a back seat, while the focus was on more traditional marketing efforts (trade shows, events and direct mail). Completely outdated, the website was rebuilt and organized from scratch, utilizing a dynamic content management system to streamline the content. Now the site can be updated from any browser and on-the-fly as information changes.
Sporting a clean interface and dynamic elements, the new site also features online workshop registrations, embedded product videos, a full collection product manuals, technical instructions and reference guides. With the improved interface and relevant content, global visits rose 19.56% in the first year.
The website provided the opportunity to showcase some key features of each foot. Instead of flooding the pages with technical jargon, these select features were illustrated and described in a concise, simplified style.
To compliment the corporate website, the College Park Facebook page is tailored towards the end-user audience. The posts highlight patients using College Park feet, amputee awareness articles, videos and event photos. It is positioned as an open forum for quick response to inquires, questions and accolades relating to College Park.
Objectives and Analytics
Like most companies, one of the main marketing objectives was to drive more traffic to the site. Instead of stopping there, we analyzed the traffic and browsing trends, then used those findings to make adjustments to the site and supporting marketing materials. Ultimately we used the site as a tool to increase sales and adjust how we did business.