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Case Study#7

HOW TO WIN PROSPECTS AND INFLUENCE BUYERS
EMPOWER ENERGY TECHNOLOGY.com

The Challenge

Empower Energy Technology's old website was typical of the "brochure site" style: Heavy on Flash, which typically isn't visible to search engines. And its content could not be easily edited or expanded--which is okay, but it's not the best solution if you want to actively market online.

The Method

Being in the knowledge-based field of power backup and alternative energy production, the engineers had an opportunity to show their expertise and enthusiasm to potential customers. Better still, alternative energy is a hot topic. By accumulating a body of knowledge on their blog and in their case studies they would, over time, enhance their search engines rankings and draw more qualified buyers to their site.

They needed a new online tool to display this knowledge. We customized the open source WordPress Content Management System (CMS) to work for their needs.

WordPress Features

All Dressed Up and No One to Write

Because they're too busy engineering to write scintillating content for their blog and case study pages, the partners at Empower hired Richard Arnold, of Key Concept Services, Inc, to get their message out to target markets in e-newsletters and in their website content. Richard slipped seamlessly into their operation, writing informative newsletters and, so far, 38 blog entries.

The Result

Site traffic has been on a steady rise, growing 50% in the last four months by about 500 visits per month. No serious leads yet from their efforts, but Richard Arnold is confident that it will happen: "The people who read the newsletter say they enjoy it. The exposure through the newsletter leads people to the site who in turn will create evangelists who will tell others about us. We developed a new business relationship with an equipment manufacturer through the website and that is paying off already."

Persistence is the key to optimizing your site through content. As Richard says, "You've got to be like a turtle on these things – slow and steady and you eventually get there."

How about you?

Do you want to profit by sharing your professional knowledge and enthusiasm with the world? Call us now and we'll help you put together a web content plan. 912.228.4184.



 

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