Case Study: EPI

Google rankings improve; 15% more visitors and 20% more page views after site redesign.

Business goals
EPI is a leader and innovator in the development and manufacture of chemicals for metal plating and finishing. But their old website had a home-made appearance and was very difficult to navigate. Our goal was to create a more professional look and feel with easy access to product information.

Having invested heavily in Search Engine optimization, EPI was concerned the redesign might have a negative impact on their keyword rankings.

Our approach
Ease-of-use was the primary focus of the redesign. The home page features a drop-down menu so visitors can see at a glance EPI's full product range and all the key product pages are just a single click away.

Working closely with BizResearch ensured that EPI's Search Engine rankings would be maintained. Prior to the relaunch, they reviewed all the old pages that were ranking in Google, Yahoo and MSN. They provided a list of pages that needed 301 redirects and we set them up. At the same time, BizResearch used our Refinery content manager to enter page titles, meta descriptions and keyword-rich content.

Results
First page visibility was maintained for EPI's most important keywords and more visitors are spending more time on the site— even in the midst of the recession!

• Black oxide (their most important keyword) moved up from #7 to #5 in Google
• Visits increased 15% over prior year (10/01/08 to 3/01/09)
• Total page views increased 20%

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