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Papercut Interactive | Chattanooga Web Design and Digital Marketing
Roadtec
Responsive Design Web Design Web Development

Paving the Way for the Asphalt Industry

Roadtec – part of Astec Industries – has been manufacturing top-of-the-line asphalt pavers since 1981. Committed to customer service, education, and quality, they’ve set the standard for the rest of the industry.

Overview

Roadtec

Roadtec came to Papercut for a mobile-friendly site design that would improve the accessibility of content for its customers across devices. Likewise, dealers and employees needed to easily find crucial information, whether they were behind a desktop computer or on a tablet at a client’s work site.
 
Papercut delivered a reimagined website that met the client’s goals and continues to provide tactical digital marketing recommendations to help them reach new customers online.

Challenges

Custom Web Development

Our team built the new Roadtec website with tailored functionality to provide new and existing customers with a wealth of information at their fingertips. Specially designed calculators allow visitors to determine the number of trucks needed for a job and to match paving speed to production rates.
 
Roadtec has a robust customer support program bolstered by an extensive offering of competitive brand parts and a global network of sales representatives. The custom-designed competitive parts database allows visitors to quickly search Roadtec’s offerings by brand and make. When a visitor enters their location into Roadtec’s custom rep locator tool, it generates a list of local sales representatives and their contact info, so getting in touch with the company is easy.
 

Digital Marketing: On-page SEO & Paid Search

Papercut supports Roadtec’s digital marketing efforts through ongoing search engine optimization and PPC. We audited their existing site content and created a comprehensive keyword strategy to boost search engine visibility. Using these keywords as a guide, we enhanced copy on the site’s product pages to bring in additional traffic through Google, Bing, and Yahoo. Because fresh content is important to search engines, we keep the site’s media library populated with the latest Roadtec news and industry updates.
 
To help Roadtec gain additional real estate in the search engine rankings and attract new customers, we launched a PPC campaign to drive traffic to competitive parts pages. Specially designed paid search landing pages increase quality score while driving down cost-per-click and encouraging visitors to call Roadtec’s competitive parts specialists.
 

Screenshots of the new Roadtec website by Papercut Interactive

Training Front & Center

A seamless online registration process and easy checkout are vital to the success of the program. The site’s custom-coded training template is fully integrated with ecommerce software and ExpressionEngine ecommerce plugins to make signing up a breeze.

Training is at the backbone of Roadtec’s business, so information about classes is accessible in the main navigation and on the homepage.

Results

67.01%
increase in organic traffic to product pages
40.62%
increase in new users from organic search
24%
increase in mobile sessions
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