Case Study | Website enhancement and SEO for Constar
A
s website designers, we take SEO seriously to put our clients on the digital map!
A medical and health industry company, Constar, asked us to have a look at their website. See how we improved their SEO, and enhanced their website to accommodate their growing product range.
The Story of Constar
Constar is a family owned business established in 2005 in Nambour. This, now international, company manufactures equipment and disposable and reusable materials for healthcare facilities and hospitals.
They came to Visual Targets through a referral and were looking for a designer to help them to keep up with their growing demand. They had won a Queensland health contract in their first year of operation and since then, the demand for their products kept growing and they were so busy that development of their website stayed the same and even went dormant.
It was time for a bit of a clean-up and some clever updates to showcase their large and expanding range of products.
Our objective were:
- Showcasing their large range of products through 4 different brands
- Create a user-friendly experience for the customers
- Optimise the website to facilitate crawling
- Optimise pages to rank higher on certain keywords
The Challenges And Opportunities
1- Adding 4 brands while maintaining a user-friendly experience
The website was initially referencing 1 brand with 2 product ranges for a total of 8 product types with 126 variations in colours and sizes. Our challenge was to add a further 3 brands to make a total of 4 brands, 11 products categories, 40 product ranges, 80 product types and 322 variations, while still making it easy to enjoy and to understand.
What we did:
We removed their top small menu where all the products looked too crammed and where it would take too much time for the user to decide where to go. Instead, we created 4 big buttons showcasing their customers’ favourite brands on the home page and made a dedicated product page like a massive menu. (See here)
This allows first-time customers to identify straight away where to find the product they’re looking for, and recurring users to pick their favourite brand without a second-thought.
2 – Adding multiple variations
When adding as many as 322 variations of products in the medical industry, specifics are important. Customers, especially wholesale, need to know instantly what and how much they’re getting.
What we did:
We added units of measurement and capacity to the title of each variation and made sure specifics like ISO number were accurate and added to the description.
We also designed and added downloadable pdf brochures for some of the products, as in this industry, the target market still relies heavily on them to purchase. It is also a great way to showcase a large range of products.
3 – SEO cleanup
When doing SEO, an important thing to know is that Google robots love new content. A website that stays the exact same for months on end will see its ranking drastically drop.
Helpfully enough in retail, products come out of stock or are on specials. The website gets shuffled around and updates like those keep it active in the eye of Google and its ranking stays high.
What we did:
Our first step what to get the basic On page SEO working. This means we wrote page titles and meta descriptions with some keywords focus.
In retail, it is very important to make sure each product has its own description and title, otherwise it won’t be crawled by Google robots and it won’t come up on Search Engine Result Pages (SERP). So, our next step was to write these for each variations and its picture. This is a long process but worth it to attract more organic leads!
Following this logic, we added a title and a description to each documents, like the pdf brochures, with the best information on its content. It’s not necessary but it would be a shame to lose some great keywords hidden inside the file. Like that, Google robots can crawl the keywords that would help our ranking.
The Results
Our client was ecstatic about the final website!
Our client was ecstatic about the final website!
And the website ranked higher organically -without paying for any ads- on our main keywords.
And since we love data, here at Visual Targets, we were thrilled about the MailChimp survey Constar sent to all customer to rate general quality. The new website user experience was rated highly positive and easy to navigate.
It bares repeating that SEO is an on-going process. Our advice: choose a few clever keywords to rank on, establish a strategy, keep it consistent and it will pay off! Patience is key. For more info, read our last article on SEO here. And don’t forget: we’re here to help!
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