Slip Testing Case Study
A B2B client that started getting organic leads after the redesign
Client
Feedback
Free worth of Organic traffic
£40,000
Watch how we
help your buisness
Saved in Google ads
£100,000
Challanges
Problem Statement
Slip Testing old web design totally ignored the fact that Story Creates Connection. They were not able to beat their competitors because of their high price ranges. Slip Testing was accredited and approved by multiple big and well recognised brands. This eventually increased their cost. Their messaging statement was not up to the point, which failed in triggering emotions and building connection with their target audiences. Finally, they got stuck burning thousands of Pounds on Google Adwords.
END RESULT : They crashed down with lack of enough Lead generation.
DATED
DESIGN
The design was very orthodox, unprofessional and dated.
NO
USP
They lacked behind in boosting authority and trust level
NOT GETTING
ENOUGH SALES
No lead magnet hence they were not getting any leads from the website
DETERIORATE
RANKING
Maintaining an orthodox site resulted in drastic rank deterioration
OVERSPANDING
ON ADS
They were just burning out their money on Google Adword
UNOPTIMISED
Tags
Their Ad Word account was not optimised
Slip Testing
Website Redesign
Slip Testing is a B2B business based in the UK and in this case study we will see how Credofy uplifted Slip Testing Digital presence and build a lead generating design to improve their conversion rate and mobile visits
Emotional Trigger
to empathise
We analysed the pain points and needs of the end users of Slip Testing. And created statements which can trigger strong emotion.
SEO Optimised
copywriting
An SEO Optimised content can fulfil all your user intent. We placed the right words at the right place with right tags in the new Website.
Benefit Statement
To grab user's attention
Statements were brought into light which can lay hold on users attention.
Lead
Magnet
We placed Contact forms strategically throughout the Home Page to boost their lead conversion rate.
Building connection
with target audience
For triggering emotions, connection building is a pivotal key. This helps in boosting trust and authority level.
Unique Value
Proposition
The stronger your USP will be, the better position you can hold onto the market.
SeparatE landing page for different businesses
OUR DESIGN PROCESS
SOUL OF WEB DESIGN
Goals
What are the goals for 1 year?
Increase leads
- Current Leads : 5-10 / week | 75% site testing vs 25% Lab Testing | 2 Lab testing | 5 site testing | Lead to sales 60%
- Expected : 50 leads / week | 50% site vs 50% lab | 30 job a week
What are the goals for 5 years?
Dominate the market
- Want to grow the laboratory testing along with site testing (current into site testing)
- Expectation : 20 lab tests a week | 20 site tests a week. | 70 - 80 leads / week
Challenges
What sort of problems & challenges are you facing that we can solve via the website?
- Not getting enough leads
- Needs to look very professional
- Risk assessment
- Liability certification
Values
What values can we add that others/competitors are not providing?
- UKAS certified | FA , FIFA , FIH accreditation.
- Word Leading Laboratory
What value do you bring that benefits your market in ways that your competitors wouldn’t dream of proposing
- UKAS accreditation
- Fast reporting time
WHO
Callum, the founder of Slip Testing has more than 15 years of experience in material testing UKAS accredited organizations with interest in Project research and development.
He helps manufacturers to develop new and alternative products.
Target Audiences
- Warehouses
- Factories
- glass floors
- floor tiles
Demographics
- UK
- Age Group : 35+
- Income : Site - 2000+ GBP / month and Lab - 1M+ Turnover
- Occupation : Health and safety manager | Facility Managers | Operation Managers
Competitors
- https://www.grip-potential.com/
- https://www.surfaceconsultants.co.uk/
- https://www.nationaltesting.co.uk/
“ People don't buy ‘What’ They buy ‘Why’ ”
Callum has more than 15 years of experience in the industry.
He has experience in material testing UKAS accredited organizations with an interest in Project research and development. He’s a good communicator with the client. He has a Degree from Loughborough University in Ergonomics. Keen interest in helping manufacturers to develop new and alternative products through innovative development.
Content Discovery
- Solutions / Services
- Site slip testing
- Laboratory Slip testing
- BS7976 & UK slip resistance guidelines
- UKAS accreditation.
- What we do / How do we do it
- Value (explore each value point)
- Independent & impartial test results, not linked to any provider of anti-slip solutions.
- An efficient turnaround with reasonable prices
- Company (team, jobs, vision)
- Case studies
- Updates (News / Blog)
- Resources (white paper)
- FAQs
- Our Customers / Testimonials
- Contact
- Live chat integrated with CRM
- Request Call back / Request Quote
- Location pages
Design Discovery
Do you have any reference links for design inspiration?
- Real images
- Not use stock images
Redesign Discovery
- Retain all the content, all the pages
- Nothing
- Yes
- The old design is getting working but looks basic and amateur
- The new website needs to look brand new, professional, and modern. More colorful. More images of people.
- Logo and color scheme
Marketing Discovery
The ideal marketing channels have to be identified and integrated into the design
- Google Ads
- SEO
- Getting leads
- Pricing
- Send brochure via email
SEO Discovery
- What is the current traffic?
- What is the current bounce rate?
- What is the current session duration?
- How many users are coming from the mobile device?
USER
PERSONA
James Sparta
“A happy family is
heaven on earth”
ABOUT
James Sparta is a Health and Safety Manager in an MNC company. His responsibility is to conduct frequent safety inspections and checks. He has to make sure that all the employees in the company are safe, and all health and safety guidelines are met. To do that, all the corridors, ramps, as well as reception areas need a UKAS accredited slip test which needs to be renewed every 2 years.
Social Media
PAIN POINTS
- Always has a tough time finding a reliable vendor to carry out the UKAS accreditation slip test
- There are very few accredited slip testing companies. He is not sure which one to go ahead with.
Requirements
- He needs UKAS-accredited slip test reports to ensure the safety of the employees
- He only wants to work with an independent slip testing provider who does not upsell their floor safety products, and other cleaning services.
- He needs genuine reports to avoid any fraudulent claims.
ABOUT
Ann Javera is a Medical Practitioner, she owns a clinic in London. She has loads of elderly patients that comes to her clinic. She wants to ensure that all tiles on her clinic are slip resistant and to avoid any legal hassles. She wants to get the entire clinic slip tested every year to be on the safer side.
Ann Javera
“Goal without a plan is
just a wish”
PAIN POINTS
- There are loads of vendors offering slip testing at a cheaper price but she needs someone who is accredited and hence reliable.
- The customer service should be impeccable as she does not have time to follow up or to free up the clinic whenever the vendor wants to conduct the test. The vendor is expected to not only follow up but also do their work on weekend or holidays when the clinic is available.
Social Media
NEEDS
- A reliable vendor on retainership who can carry out slip testing, YoY.
- Accredited supplier only
- Absolute reports with details of “What needs to be fixed (if any)” and a list of reliable suppliers to do the needful.
Swot Analysis
Strengths
- They are trying to rank for some high-volume keywords
- UKAS accredited
- They too provide national coverage
- Their site is very SEO friendly, targeting various keywords by service pages.
- Competitive pricing
Weakness
- Not active on LinkedIn
- No Lead Magnet on the home page
- No Connection building
Opportunities
- They should have case studies on the website
- They should be utilizing more social media
- They can attract more traffic to their website
- with paid ads. Right now they are not using google ads.
Threats
- Any Business can beat them anytime with prices and modern website design
Strengths
- They are trying to rank for some high-volume keywords
- They too provide national coverage
- They provide a varied range of service apart from just slip testing, tell sell products, training claims, provide eye witness service
- They sell those service at a very cheap price
- It's a very content-heavy site, good for SEO
Weakness
- Not active on LinkedIn
- No Lead Magnet on the home page
- No Connection building
- Not UKAS accredited
- Pretty outdated design
Opportunities
- They should have case studies on the website
- They should be utilizing more social media
- They should have a modern design to attract more customers
Threats
- Any Business can beat them anytime with a modern and professional website design
- They ads spend is pretty limited.
Strengths
- Pretty competitive pricing and messaging.
- They too provide national coverage and even Scotland.
- 25 years of experience
- Have worked with good brands.
Weakness
- No organic rankings
- Not active in Social media
- No Connection building
- Not UKAS accredited
- Not spending much on Google Ads
Opportunities
- They should have case studies on the website
- They should be utilizing more social media
- They should spend more on ads to get more traffic
- Should look to improve their organic rankings
Threats
- Any Business can beat them anytime with lower prices, UKAS accreditations & a modern and professional website design
- They are not searchable
- UKAS accreditation | FA accredited |FIFA accredited Lab | FIH accredited
- High Specialised Material testing Laboratory In London
- 15 years of experience
- Have worked with good brands.
- Have a very good budget for Google Ads
- Capacity - 100 site test / month
- 25 samples / day Lab testing
- Independent -
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CONTENT STRATEGY
LOW FI WIREFRAME
HIGH FI WIREFRAME
UVP
UVP
UKAS Accredited / FA accredited /
FIFA accredited Lab / FIH accredited
Only 3 in UK and 9 in world
are FIFA & FIH accredited
VISUAL DESIGN
Typography
POPPINS
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1234567890!@#$%^&*()_+{}:”|<>?,
Eastern Blue
1d95b3
Caribbean Green
1cd69a
Royal Blue
4079E9
NaN Color
ff935a
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