Nichols Fleet had a dated website that wasn’t mobile-friendly. They didn’t have access to make changes to the site, and they weren’t seeing the interaction with customers they wanted online. They came to Papercut to build a new website to improve design, user experience, and online sales leads.

Their new site is responsive, meaning users have an optimized, mobile-friendly experience across devices. It encourages conversions by making it easy for visitors to request a quote or contact Nichols for additional information.

Challenges

Conversion Tracking

When their new site launched, Nichols didn’t have any conversion tracking in place in their Google Analytics account. Conversion tracking is crucial to understanding the effectiveness of a website as a marketing tool. We implemented tracking around important forms on their site, including the quote form, contact form, and the email newsletter signup form.

These conversions are now feeding directly into their analytics account, so they have a snapshot of user interaction with their site at their fingertips.

Ongoing Search Engine Optimization

Papercut performed keyword research and implemented foundational search engine optimization (SEO) during the website development process. SEO work has continued after the site launch and has included content development, as well as monthly reporting to keep the client apprised of trends in keyword rankings and traffic.

We have also created a new template to highlight brands and manufacturer content in an effort to drive searchers interested in those brands straight to the Nichols website.

Pay Per Click Campaigns and Custom Landing Pages

As part of Nichols’ digital marketing work, we implemented paid search campaigns for their products. To increase their quality score and clickthrough rate, we created custom landing pages for their campaigns. Each landing page has fast load times, simple content, a slim header and footer, and a contact form to maximize conversions.