How We Rebranded, Redesigned & Redefined a Small Business

A Case Research on Progressive Sleep Options, Surrey, BC

The crew at eVision Media loves serving to small enterprise homeowners rebrand—from bringing web site redesign concepts to life to rising engagement on social media.

It’s not solely as a result of we’re passionate in regards to the work, but additionally as a result of we love seeing our entrepreneurs succeed.

Now, I do know it’s nearly foolish to say how difficult a 12 months 2020 has been for small companies. I’m certain you’ve heard it 1,000,000 occasions!

However the truth that it was such a tough 12 months for a lot of small companies made the rebranding work we’re doing for a small enterprise like Progressive Sleep Options that rather more impactful.

Progressive Sleep Options’ unique web site wasn’t supporting or rising leads or gross sales in any respect. They’d a finicky buying cart system that was difficult to make use of.

The positioning featured an outdated design and a scarcity of compelling website positioning copy. There was no point out of their values or health-centred strategy, that are what set them aside from the big-box shops.

Prior to now, Dave and Terry had additionally been utilizing extra conventional promoting campaigns reminiscent of radio, TV, print and even boards at Rogers Area to draw the eye of Canucks followers.

With quite a few technical and advertising and marketing/branding points, they weren’t getting any on-line gross sales.

Whereas they have been getting in-store purchases earlier than COVID-19 got here alongside, the pandemic put a cease to that.

Progressive Sleep Options wanted to pivot quick and create a sturdy eCommerce web site and implement a brand new on-line advertising and marketing technique.

It was time for a recent strategy, so that is how we modernized Progressive Sleep Options’ model to offer them a aggressive edge going into 2021.

An entire model and web site redesign.

From the brand to the product pages, we made certain Progressive Sleep Options’ branding was constant and interesting throughout all pages of the web site.

Like we do with each consumer, we began with an in-depth model evaluation to outline their distinctive promoting proposition (USP), audience, firm imaginative and prescient, model positioning and extra.

This evaluation bolstered the necessity to give their current brand a model refresh. It was not solely outdated, nevertheless it didn’t mirror the wholesome vibe that was wanted to place them in another way from different mattress and mattress sellers.

The emblem redesign course of was a collaborative one bringing David and Terry into the combination each step of the best way, guaranteeing the ultimate design was one they cherished and knew represented their model positioning precisely.

One other one in every of our web site redesign initiatives was to provide you with a brand new tagline to distinguish the corporate from their big-box opponents. As a result of the homeowners delight themselves on promoting pure, natural and made-in-Canada merchandise wherever attainable, “Sleep More healthy. Stay Higher” was the profitable assertion.

Our subsequent step was to develop our web site tech specs, key phrase evaluation and web site mock-ups. (A mock-up is a structure that exhibits what parts might be on an online web page. You don’t simply begin creating menus, slapping on photos and placing in hyperlinks on a stay web page!)

It’s essential for small enterprise homeowners to grasp there’s a lot extra to an internet site redesign than choosing brand colors and font sizes!

For instance, a giant a part of the method is taking the person expertise into consideration. What course of move will they undergo to make sure a straightforward expertise whereas on the positioning?

When designing and creating the Progressive web site, we wished to ensure web site guests instantly know they’re in the proper place and may simply discover the merchandise they want.

Moreover, guaranteeing a web site seems to be nice on any system, from desktops to smartphones is vital. Photos and font sizes could look excellent in your pc however break or look crowded on a telephone display.

Whereas there’s a substantial amount of creativity concerned in implementing web site redesign concepts, a number of your success is dependent upon well-executed internet improvement.

Since we don’t use cookie-cutter templates, bought themes, or DIY third social gathering web site builders, our shoppers know they’re getting the most effective quality-built web site that can showcase their model completely.

The Progressive web site was inbuilt WordPress utilizing a personalized WooCommerce plugin for the buying cart system. We additionally built-in Fixed Contact for listing constructing and being able to ship deserted cart emails to those that go away the positioning with out ending their buy.

As you’ll be able to see, except you’re a advertising and marketing/technical/designer guru, rebranding your online business isn’t a DIY venture. There are too many essential branding, programming and implementation parts at stake. It doesn’t matter what business you’re in, it’s best to take into account hiring a full-service skilled internet design and improvement firm.

Learn: The Significance of Model Messaging for a Profitable Web site Redesign

I’m certain you’ve landed on somebody’s web site and felt like one thing was simply… improper; or possibly you have been all of a sudden turned off with out even realizing why.

Likelihood is, you rapidly clicked again to discover a competitor’s web site, the place you felt extra comfy and safe.

Your guests may really feel the identical means if you happen to don’t take note of the way you come throughout to your audience. That’s why it’s essential to determine your model fashion earlier than you redesign your web site.

On this article, I’m going to share 5 questions it's worthwhile to reply to find out your online business model id and create the best web site attainable.

Learn extra on our web site. 

Compelling, benefit-driven copywriting.

Folks aren’t going to purchase from a small enterprise if the copy focuses closely on product specs or lacks a cohesive story. It’s once you begin to discuss why somebody desires what you’re promoting which you can really attain your audience.

A further problem for Progressive Sleep Options: they’re promoting high-end merchandise on the lowest value, however shopping for a mattress continues to be a substantial funding.

So, we knew we would have liked to rapidly seize individuals’s consideration with the proper copy, moderately than highlighting value factors.

As a part of our on-line advertising and marketing technique, we regarded for what issues every product solved. For instance, a life-style adjustable mattress is right for not solely individuals with a medical situation reminiscent of acid reflux disorder, but additionally for people who wish to learn or use a laptop computer in mattress.

Equally, we realized a magnet remedy mattress acts like a mini electrical heating pad to stimulate blood move and ship vitamins to restore and heal broken tissues when you sleep. You get up pain-free and rejuvenated.

Isn’t that rather more fascinating than product specs?

Progressive Sleep Options’ on-line advertising and marketing technique additionally contains touchdown pages and weblog posts with rigorously chosen key phrases to additional clarify the advantages of their merchandise and maximize website positioning for extra natural site visitors.

Strategic ongoing website positioning, SEM & social media campaigns.

Our work doesn’t finish when the web site is full! To assist Dave and Terry keep aggressive, make gross sales, enhance leads and have interaction their viewers, we now have now turned our focus to concentrated website positioning, SEM and social media campaigns.

website positioning stands for SEO and is a non-paid on-line advertising and marketing technique that centres round optimizing your web site and content material with phrases and phrases that folks would sort right into a search engine.

By doing key phrase and competitor analysis, we created goal key phrases to make use of throughout the web site and inside copy.

SEM stands for search engine advertising and marketing, often known as paid search. Essentially the most generally used paid search device is Google Advertisements.

By shopping for site visitors that drives to the web site, we’re fast-tracking the positioning’s approach to the highest of the search outcomes, and hopefully rising gross sales.

We will drive paid site visitors to any web page or product on the positioning.

We do that successfully by:

● Focusing on geographic areas

● Creating advert campaigns that talk to the goal audiences in these areas

● Writing related advert copy that can entice and compel their audience to click on on the advert

● Monitoring regularly for clicks, impressions and conversions

SEM could be a nice on-line advertising and marketing technique to ramp up on the time of a web site launch; you’ll be able to then scale back your paid advert price range as you progress greater up within the natural search outcomes with website positioning.

We’re additionally sprinting ahead with an Instagram-centric social media marketing campaign that visually showcases their wholesome sleep options.

The method of bringing web site redesign concepts to life is a collaborative, iterative one. It takes correct planning, working with an expert advertising and marketing crew and testing and tweaking as you go!

It took a lot of speaking and dealing collectively to get to the finalized Progressive Sleep Options web site. However we love the method, and we now have one other web site and rebranding venture to be happy with!

To your online business success,


Susan Friesen