High Concrete constructs a Portfolio site on Optimizely to elevate their Customer Experience
High Concrete
Pennsylvania, US
Structural & Precast Concrete Buildings
Introduction
As one of the countries largest producers of structural and precast concrete, High Concrete was looking for a way to market the advantages of using concrete as a building material to multiple target audiences. They needed to prove to Architects that concrete could be a beautiful and aesthetically pleasing material. For Engineers, they had to ensure them that precast concrete could bear the loads required of large buildings. Finally for the owners, they had to prove that precast concrete was a cost effective option that cuts down the timeline from foundation to functional building.
Relaunch Based on Refreshed Brand
High Concrete completely rebuilt their web experience driven by Optimizely based on a refreshed brand identity. Their new site catered information relevant to the user's needs based on their persona. For example, Architects had access to a wide portfolio of High Concrete Projects to browse with galleries of inspirational imagery and associated awards. Users could search projects based on specific styles of architecture, or simply the color of the building.
Empower the Sales and Marketing Teams
We conducted multiple exercises to help High Concrete simplify and modernize their information architecture and navigational structure. A key component of this project was to enable the Marketing team to make changes to the website without reliance on any developers or IT team. High Concrete Marketers are able to leverage multiple tools to better understand their customer and interact with them on a 1:1 level. A persistent call to action drives conversions based on geolocation, meaning a qualified lead in a sale's rep's territory would always make it to the right person.
Leverage Marketing Assets in New Ways
To help bring their projects to life, we implemented tools such as calculators and 3D model viewers to give users the ability to make informed decisions when picking their building material. Furthermore, we integrated Hubspot for High Concrete to capture user activity and intelligently adjust their marketing messaging to fit.
High Concrete successfully launched their new site with a refreshed brand and inspirational portfolio that better enabled the High Concrete Marketing Team to communicate with their audience, and for the Sales Team to respond to qualified inbound leads.