Eaton Chemical was started by the Eaton brothers in 1984 to become Kansas City’s only independent solvent and chemical distributor. For more than 35 years they maintained a solid reputation among their loyal customers, and were known for their high-quality products, dependable deliveries, and a dedicated team that would go above and beyond for their customers.
But as the world evolved and competition became more stiff, Eaton realized the benefits of their fast, smart and thoughtful services weren’t translating to continued sales and growth. So they found our team at Built by Love™.
THE PROBLEM
An Outdated & Difficult-to-Use Website
Eaton’s primary problem was their outdated, tedious, and under-performing website that created a disconnect in their marketing. As a result, their conversion rates were suffering, hurting their bottom line
Website design was outdated and the copy was stale.
- Eaton Chemicals’ previous website had an outdated design and was difficult to navigate. Because they had a large number of products and product categories, product pages were overwhelming and boring, flooded with too-much text and zero images.
- The copy throughout the website was bland, overly general and failed to separate them from the competition. Nothing spoke to their target audience — business owners in the automotive, cast-iron pipe and manufacturing industries.
Difficult-to-lose navigation was losing them sales.
- Eaton Chemical’s “Search bar” function did not work, creating a frustrating experience for most users. Because both existing and potential customers visited the site to search for products, this posed an immense problem. According to the founder of Eaton Chemical, “I cannot imagine how much business we are losing because of that alone.”
No lead capture and no ways to nurture new leads.
- Eaton Chemical had no lead capture set up on their site. Their individual product tech sheets were instantly downloadable to anyone who visited this site, including competitors.
THE SOLUTION
Intelligent Functionality & Built-In Lead Capture
New Website Design & Copy
The Eaton Chemical website redesign, included a complete overhaul of their homepage, making it both attractive and easy to navigate.. The inclusion of a “Featured Products'' section provides easy access to Eaton’s best-sellers and we make the menu more intuitive by placing the most important action — “CONTACT US” — on the far right and making it pop with their primary color, green. Because the majority of their customers call for more information or to place their order, we added a static banner with their toll-free phone number to ensure their primary CTA was always in sight.
As the site’s design came into focus, our copy team got to work creating an entirely new brand voice and message. The first step of this process was working with the client to dig into their target audience and develop a message that centered on their pain points. Not only did this process serve as an outline for content creation, it set the Eaton team up for future success with clear guidance and how to create messaging that aligns with their audience. An overhaul of their About page and the addition of a Services page highlighted the information of most importance while ditching redundancy.
Gated Content for Lead Gen
To take advantage of their missed opportunity for lead capture, we decided it would be best to gate their tech sheets. This way, if a potential customer (or even a competitor) requested an ingredient tech sheet, the prospect would be presented with an opt-in asking for their name in exchange for instant delivery of the tech sheet. We integrated HubSpot with their website, allowing us to set it up so that when someone would opt-in for one tech sheet, the system would not ask for that same information again, making it a more user-friendly experience by removing all points of friction.
Tech Sheets Redesign
Because the downloadable tech sheets play such a big role, we helped Eaton Chemical completely redesign their library. Any inconsistencies in formatting were addressed and corrected for a professional, flawless finish across the board. We included an attractive cover page as well as a final informational page which includes all the information a potential customer may need to place an order or pick up the phone.
THE RESULTS
More Leads, More Sales, & Happier Customers
Today, visitors to Eaton Chemical’s website enjoy streamlined site functionality and images and messaging that invites in, instead of overwhelms. Their messaging now speaks directly to their target audience and provides need-to-know information about value-added services that will improve their customers’ lives. The integration of HubSpot allowed for a better user experience, intelligent tracking of the buyer journey, and a pathway for seamless hand-offs between departments for an improved buying experience.
Due to the success Eaton Chemical experienced with their new website, they continued leveraging the Built by LoveTM team for further marketing strategy. Since then, we have worked with them on several successful promotions as well as marketing projects for their wholesale business, Diversified Chemical Products.
Success Requires a Blueprint
If you’re tired of lackluster results from your marketing endeavors, you’re not alone.
We can help.
It starts with our proven, proprietary process — the Marketing RAMP®, or Responsive Automated Master Plan.
This covers everything you need to leverage your prospects’ real-life customer journey for repeatable sales and success.
First, we focus on getting you a crystal-clear strategy that uncovers all aspects of your customer’s journey.
Then, we build it. You can either do it yourself or hire us to do all or part of the work for you. Whatever you choose, we have your marketing needs covered — copy, design, automation, ads, and strategy are all in our wheelhouse.
This means less work for you, plus marketing results you’ll love with an agency you love.
Schedule your free consult today and we’ll create your roadmap to scalable success.