Challenge
With more than 35 years of success as a global marketer of petrochemical-based products, Gantrade Corporation has significant market penetration. However, the company lacked a corporate website that demonstrated its expertise. Concerned that a lack of online visibility would make them less competitive, Gantrade had made several unsuccessful attempts at building a corporate website. Collecting and organizing the highly technical content posed a challenge as did the consideration that the website was to be used by North American, Asian and European visitors.
Approach
Knowmad worked with Gantrade to clarify their message and goals. As a collaborative team, they established the primary purpose for the website as branding and sales support. Knowmad created the content, website identity and corporate website development to support the corporation’s global sales and marketing efforts. The content was driven through client interviews, customer surveys and existing sales and marketing materials. The visual design was created using a blend of business goals, marketing and sales messages and audience feedback.
Result
Gantrade has realized value from its improved business web presence on multiple fronts. The company’s sales team has a powerful resource and tool that will help them sell with a highly usable website with clear messaging and easy-to-access product information. Gantrade’s executive team is supported by the website’s branding and its clarity in messaging across international boundaries.
More specifically:
- Website traffic increased by 43% in the first 6 months
- Asian and European market traffic more than doubled
- Tremendous improvements in availability of product information online
- Heightened awareness of company and products in industry
