Urick Ductile Solutions

Challenges

Strength and resilience have always been a hallmark of Urick's ductile iron products — but there was a time you wouldn't have known it. A dated website design and minimal content were seriously limiting Urick's visibility to prospective customers and employees, failing to promote the unique and useful properties of ductile iron — and Urick's ability to make it better than anyone else.

Besides the dated website, Urick hadn't included their digital presence as a part of their growth strategy. They nearly never acquired new customers from the web and relied on already established relationships and word of mouth to acquire new business. This had many of their leadership skeptical whether investing in their online presence would bear fruit.

Solutions

With our partnership being their first impression on how leveraging the internet can become their primary source for new business when done properly; we needed to focus on the most important areas that produce results the quickest.

First, we needed a home base! Their current website wasn't going to cut it so we created them a new website leaving out any st­uff. Every page...every word...every image, and everything in between was solely focused on being found in search and getting the users to request a quote or call the sales phone number.

Once the new website went live we didn't have time for users to naturally come across the website, we needed to show their leadership results and they needed to happen fast. To accomplish this we jumped right into Google Search Ads because search ads let us target users by their intent, get data back very quickly to see what does and doesn't work, and shows results (bottom line impact) faster than any other channel.

Results

Organic (excludes any data from ads): On their old website it was rare for a user to request a quote at all, maybe a handful throughout the year. Month one after the new website was launched it generated 4 form submissions and 8 tracked phone calls. Monthly two the website, on its own, generated 9 form submissions and 33 tracked phone calls (these might have come from the ads since it's tough to separate the two). Month three it generated 5 form submission and 44 sales calls (same thing, might be from threads). Once we earned the trust of their leadership, we were given approval to improve the website performance on a monthly basis. Today, the website generates roughly 130 form submissions and sales calls per month.

Google Ads: The Google Search Ads launched one month after the new website went live and since call tracking isn't too easy to differentiate the source, we'll focus on the request a quote form submissions. Since launch, the ads continue to generate about 15 to 20 form submissions each month.

Total: Overall Urick went from almost never getting a new customer from their online presence and in the first three months after launch they talked to 148 new businesses. The sales manager at Urick, Steve, stated "Our signed quotes alone are now more than double what our total quote volume used to be — both accepted and rejected combined."

Client Testimonial