Black Earth: Measurable Growth... In the Field and on the Web

Transformation from web 'sign' to lead generating business site.


Cutting Through the Manure With a Clear and Compelling Content Marketing Strategy

Challenges and Opportunities

Alberta’s Black Earth Humic came to us with an unusual problem: They had a great organic farming product to sell, with lots of solid research behind it, but couldn’t convince their most important customers that they weren’t (quite literally) full of it.

While they recognized the need for a new website, their real challenge was to start turning what had been passive web traffic into qualified leads that Black Earth’s internal sales team could follow up on.

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Black Earth Humics
[ Agricuture ]

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The first steps were to perform an update on the visuals on the Black Earth website, as well as a clean rewrite of their existing content. Although terms like chelating agents, mitochondrial respiration, and oxidative phosphorylation surfactants were scientifically accurate, they led to the company’s biggest group of customers – farmers and agricultural managers – wonderign if it wasn't really just a heap of bovine manure.

We worked closely with Black Earth to segregate marketing themes to better align with their different audience personas, as well as incorporate website visitor tracking and social networking. We wanted to ensure that each campaign, and accompanying piece of content, had a logical structure that would lead to new sales opportunities.


While we were proud of the new look we were able to give Black Earth’s website, it’s what we did behind the scenes that made the biggest difference. Within 24 hours of launching the new website, the company was able to surpass the vast majority of their competitors (as evaluated by two different website grading services).

Statistics are great – but we’re just as focused on the business ramifications of a website redesign. Deploying sophisticated marketing strategies, Black Earth is now able to capture information and generate leads for their sales team 24/7.

Black Earth is now equipped with a website that has logical lead generation pathways and the means of tracking successes and identifying areas in need of improvement. With help from our team of experts, Black Earth is positioned to see (and measure) improvement and the ROI of their website like never before.

Within a single day of launch, the Black Earth website quality score jumped by 35 points. In the days following the launch, the client contact suspected there was a problem with her phone as it was vibrating non-stop. Turns out, it was due to automated alerts from new website conversions!

jody lockhart black earthJody Lockhart
General Manager, Black Earth Humics and MiniBulk
Rapid Progress

In 2011 I was brought on board at a start up company to increase awareness of our brand and release the sales constraints they were facing.

After a little research, we figured out that the old way of marketing and cold calling just wasn't going to cut it. In fact, we discovered that growers (aka farmers) are increasingly seeking crop solutions online. So the challenge was, how do we make them notice us?

Kayak provided the answer! Through total rebranding, rebuild of our website and ongoing SEO activities Randy and his team helped us make rapid progress. In our experience, Kayak has provided excellent service and insight on how to conduct online activities while managing your image and brand.

(★★★★★ HubSpot Partner Reviews.)

Baseline Score: 44/100
Score at time of Writing: 79/100
Improvement 20 days from reLaunch: +35

Learn more about KAYAK's approach to creating a better business website for you.

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Note: website scores fluctuate with competition, activity, social engagement and algorithm changes. Further, KAYAK clients are empowered to manage their own sites. As such, a site may transform significantly over time.