UX/Web Design

Challenge

The 3D printing market had evolved a lot over the 10 years since ExOne’s current branding was created. They recognized that much of their communication sounded dated and lacked consistency between the US and European markets. 

Insights

With SEO support from the start, landing page considerations are incorporated into site build and content strategy. Keywords are fully integrated into copy for pages within scope at launch. Technical SEO is executed for appropriate redirect value of retired site. Site sees instant Organic traffic improvement at launch. 

Strategy

Brunner needs to dig deep to identify with the niche B2B industrial buyer and identify that in addition to the branding request there were a number of digital user-experience barriers that if overcome would improve the lead generation process. We work with the UX/Web design team to create a new website that will better showcase product offerings and garner traffic from searchers unfamiliar with the brand and integrate SEO fully into UX process from start to finish, with regular consultations and cross-team deliverables informing decision making, generate increased organic search rankings, traffic, and awareness of ExOne products, and enhance lead generation. We also provide keywords to copywriter at outset so they could be leveraged when writing content vs. worked in after the fact. Brunner then provides technical update/functionality requests to dev team at onset so they can be accounted for in site rebuild 

Results

• Keyword Rankings improve from 16 Keywords on page 1 in May 2019, to 23 Keywords on page 1 in April 2020 (+7). 
  • From 69 terms ranked in top 50 to 106 (+37) 
• Organic visibility score improves by 353 points from May 2019-April 2020 
  • Above all competitors except 3dsystems.com  
• Organic Traffic Improves YoY each month after redesign 
  • Average improvement 33.92% 
  • April YoY Organic Up 14.53% 
• New KPIs/Measurements are created. 
  • Organic drove 42.47% of Conversions Sept-Apr (GA Goals)