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Marketing Piece Entry
Date of Initial Distribution:
- Specific Medium Used
- Target Audience
Companies considering modified shipping container structures for living, working and storage spaces.
Falcon transformed their website and brand with new content to reflect their capabilities.
- Message to be Communicated
Build with confidence using modified shipping containers from Falcon Structures.
Falcon brand awareness grows through blog posts, social posts, PR/editorial columns and SEO efforts.
- Entry Objective
Rebranded colors, a sophisticated logo, eye-catching visuals, and engaging content now dress the Falcon Structures website. A complete website overhaul revitalized Falcon's online presence to reflect their industry expertise and their ambition to provide safe container structures. Updated visuals and written content now creatively communicate the benefits of using modified shipping containers as well as the ease of Falcon’s buying process, instilling confidence in the Falcon Structures brand. From those looking to learn more about container structures to those ready to buy, every visitor will find valuable information to aid them in their journey. Each webpage, blog, eBook, and video are created with specific buyers’ personas in mind to make the customer's research experience as personal and effective as possible. Now, the website accurately represents Falcon's credibility and thought leadership while exciting customers and current team members alike.
- Effect on Sales, Visits, or Inquiries
Falcon took several risks by transparently displaying pricing for all standard modified container floor plans and allowing free access to a plethora of information, all to develop a deeper trust with Falcon's potential customers – and those risks paid off. The quality of leads has skyrocketed since the adoption of the new website. New content and interactive digital features attract more engaged visitors and admirers of the Falcon Structures brand. Organic traffic, average time on page, landing page views, submissions, and new contacts have all increased. Blog views have increased by 195% since this time last year and the highest performing content, the downloadable product catalog, has increased 295% since the new site launch. With each download, Falcon collects contact information that’s nurtured into meaningful relationships. Falcon has seen that reaching customers at a meaningful level, with engaging content, converts more opportunities into sales and more customers into advocates.