Alternate Finishing Inc.

Overview

Alternative Finishing, a provider of precious metal plating services for over two decades, sought to modernize their operations by revamping their outdated website and expanding their online visibility. Previously reliant on word-of-mouth referrals, they engaged our team to develop an interactive, user-friendly WordPress B2B website and enhance their brand with local and national search engine optimization (SEO) strategies. The goal was to better communicate with existing customers and attract new ones, addressing their shipping and logistics challenges along the way. See how we designed and developed a robust lead generation site and implemented proven SEO tactics to grow their brand.

New Home Page for Alternate Finishing

Problem

Although successful in offering electroless nickel and immersion gold plating (ENIG), Alternative Finishing wanted to promote their full range of services. Their website, unchanged for over 15 years, was slow and outdated. The client’s key performance indicators (KPIs) included a faster, modern website and an increase in inbound requests for quotes (RFQs). They also needed guidance on expanding their service offerings and wanted to enable users to access the website via QR codes. Despite being in operation for many years, the brand had not launched any marketing campaigns and needed to initiate SEO marketing to boost brand awareness.

Solution

Header and Footer Development

We designed a visually appealing, user-friendly header with a simple navigation menu, contact information, and call-to-action buttons to establish the brand’s identity. The cohesive footer includes copyright notices, disclaimers, trust icons, and the company address, enhancing usability, engagement, and searchability.

Home Page

The home page was redesigned with a new color scheme and responsive UX design, making it more visually appealing and optimized for search engine visibility.

Blog Post Page

We developed a new blog page with a simple contact form, enabling users to submit questions and feedback.

Custom Contact Form

We built a custom Request a Quote (RFQ) form using Gravity Forms, allowing customers to enter contact details, part specifications, and select finishes. The form also accommodates unique requests with additional inspection and specification fields.

New Contact Us Page for Alternate Finishing

Search Engine Optimizations

We added custom insights in Google Analytics and integrated Google Tag Manager (GTM). Our team secured backlinks from high-authority sites, improved internal linking, and enhanced the site’s SEO.

Hudson, MA Google Business Profile location for Alternate Finishing

Local Search Engine Optimization

We optimized the client’s Google Business Profile (GBP) by updating the logo, adding images, categories, and a list of FAQs, and integrating UTM links and social profiles. We also recommended adding a review form to the GBP to encourage customer feedback.

Final Product

The following images show select pages of the brand’s website before and after our work.

Results

The client was extremely satisfied with the design and functionalities of the new website. The redesigned website delivered a more engaging and navigable user experience, leading to a 29.3% increase in organic users, a 100.6% rise in overall users, and a 92.4% growth in sessions within two months of launch. Additionally, keyword rankings improved steadily month over month, satisfying the client’s goals for increased visibility and customer engagement.

29.3%

Increase In
Organic Users

100.6%

Increase In
Overall Users

92.4%

Increase In
Sessions