Success Story: Merrick Systems
Background
Merrick Systems, Inc. is a worldwide market leader in information technologies for the midstream and upstream oil and gas industry. The company caters to the big boys in oil and gas and had already taken on 75% of those companies as clients prior to signing on with Pop Labs. So, what could we possibly do to help a company that already had a stranglehold on the competition?
Campaign Development
The design of the old site had the same static banner on all pages and looked more like a brochure-style site than an information resource. It did not invite the user to interact in any way, and it did not house any credibility-building documents other than a general description of the products and services.
Our team was able to take Merrick's existing marketing and branding materials to build a vibrant new website that encompasses its product, brand, and company culture. We utilize industry-specific imagery to visually define who Merrick is, and with compelling taglines to accompany the imagery, users can now understand what Merrick does in a matter of seconds upon arriving to the site.
The new home page clearly defines Merrick's two target audiences: users looking for software solutions and those looking for professional services. It also showcases a call-to-action that invites users to watch a video about Merrick's Rig-Hand software as well as a link to a white paper request form. Both of these change based on user interaction and responsiveness.
In addition, each product sub-page is designed with the same corresponding color scheme of Merrick's printed brochure to help achieve brand and product recognition.
Performance Results
Pop Labs successfully boosted Merrick's exposure in the search engines through optimization and pay-per-click advertising. Right now, the new site enjoys top organic placement for keyphrases such as “Industrial RFID” and “field operations management.” Merrick also finds itself at the top of the paid listings for over fifty keyphrases.
As Merrick is such a well-known name in the oil and gas industry, roughly 50% of its online visitors come directly to its site. 43% of the visits are a result of Pop Labs' search marketing efforts, and the remaining 7% of the traffic is due to referrals from other sites.
We created an online newsroom to highlight press releases, upcoming events, and articles. Visitors can also use the product pages to download white papers and product brochures.
The white paper download feature has been the most active part of the site with over 115 downloads in a recent six-month period. Search engine traffic was responsible for over 2/3 of those downloads and can also be credited with 60% of the form submissions. Each download requires the user to enter identifying data, and this gives Merrick invaluable insight about visitors looking for the company's expertise. While the search engines have only delivered half of the total traffic to Merrick's site, these visitors have clearly brought in more qualified users looking for long-term business relationships.
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