SOLUTIONS

Rich Content Boosts Innovation Products

Comtran Cable

Challenge

Comtran Cable in Attleboro, MA is an established manufacturer of data and communications cable who came to Direct Design in the Spring of 2014. With a base business of commoditized data cable, their goal was to become a recognized source of specialty cable, designed for harsh environments. Their website did not support this strategy. It was outdated, basically a duplicate of their print catalog. Lack of content meant minimal keywords, so search rankings were low. The company did not track their site analytics, but we estimated that unique visitors were fewer than 500 per month.

Solution

Direct Design recommended improving SEO by expanding site content. Focus would be on Innovation and new products. We developed a new site map with forty additional pages of relevant content, delivered across multiple headers. Through interviews with Sales personnel and product engineers, we uncovered compelling product stories. We developed content about Comtran specialty cable installed in large projects around the globe – a nuclear power reactor under construction in China, the natural gas pipeline in Kuparuk, Alaska and the transit hub beneath One World Trade Center. We coached the Comtran team on effective PR methods for new product launches. The new site launched in September 2014.

Results

After six months, Comtran website visits achieved a steady 4,000-6,000 per month, easily a 10X increase. Comtran search rankings for specialty data cable have risen from page 3 to 2nd or 3rd place on page 1. Comtran’s Sales team has been contacted by new accounts in the Nuclear and Military Shipboard industries, key strategic targets.