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

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

 

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

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

 

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

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

 

Black Earth supplies growers with the highest quality humic products available. Along with a proven track record of encouraging plant growth, farmers and horticulturists alike use humic material to organically reinvigorate their soil.

Challenge/Opportunity

Researchers and ag-scientists are known for their uncanny intelligence, as well as their tendency to use some rather important-sounding words, like chelating agents, Mitochondrial Respiration, Oxidative Phosphorylation and surfactants, just to name a few. For other ag-scientists, the Black Earth site was a vertitable cornucopia of substantive findings. However, for salt-of-the-earth folk like farmers, those same words tended to sound a lot like a steamy pile of bovine manure.

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Black Earth Humics
[ Agricuture ]

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black-earth-after

Goals and Objectives

be-before-ss

To help convert previously passive web traffic into qualified leads and direct those leads to Black Earth's internal sales team.

Outcomes

Although the website's most noticeable change was visual, the bulk of our efforts went into identifying the primary target audience and crafting content to be more useful to them. We worked collaboratively with Black Earth to segregate marketing messages, as well as incorporate website visitor tracking and social networking tools.

Within 24-hours of launching the new website, Black Earth was able to surpass the vast majority of their competitors and very nearly matched the industry leader (as reported by two major website grading tools.) Yes, within 24 hours!

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 progression to an end goal (lead generation) 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 thought there was a problem with her phone as it was vibrating non-stop. Turns out, it was due to automated alerts from the 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. Get Started with KAYAK

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.

 

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