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Cleveland Brothers is the Caterpillar dealership for most of Pennsylvania, West Virginia, and Western Maryland. Their contract with Caterpillar limits their new machinery market to their geographic area, but they can sell used Caterpillar heavy equipment globally.
They came to WebpageFX with the goal of increasing the functionality and success of their website.
The Cleveland Brothers’ site, while averaging around 650 unique visitors per day, was built using outdated web standards. The site had errors throughout and broken and incorrect links mislead visitors. The original designers did not incorporate usability into the design and the bounce rate for the site hovered around a dismal 65%.
Clevelandbrothers.com also lacked other modern website functions: site search, a contact us form, and analytics tracking. The Cleveland Brothers managers had no idea who was visiting, where they came from, or how they found the website. No concrete conversion data was available.
Search engine visibility was very poor: ClevelandBrothers.com only ranked in the top position for 23 search terms across three search engines. A mismanaged search engine marketing campaign bought clicks that drove unqualified and non-converting traffic to the site.
WebpageFX redesigned the Cleveland Brothers website, taking into account search engine and usability architecture.
We wrote a web application that pulls Caterpillar’s entire used machinery inventory from the central database in Peoria, Illinois. At any given time, ClevelandBrothers.com displays every piece of used equipment available at Caterpillar headquarters, for sale worldwide.
A WYSIWG content management system lets Cleveland Brothers employees update the site without knowledge of programming or coding, limiting the amount of hours required to maintain the site
WebpageFX implemented an aggressive local search engine marketing campaign, targeting Cleveland Brother's market: most of Pennsylvania and western Maryland.
To complement the sales of new equipment, WebpageFX established a pay-per-click search engine marketing campaign that targets the entire United States plus construction-rich countries throughout the world like Chile, the UAE and Eastern Europe.
The redesign resulted in a 25% improvement in bounce rate and a 17% jump in overall traffic. The number of first-place search engine rankings jumped from 23 to 70.
Conversions also exploded. Newly-implemented analytics software showed exactly the types of visitors that come to the site. After search engine optimization and a redesigned pay per click strategy, calls to Cleveland Brothers offices spiked 367% and website conversions jumped 350%.