A case study on innovative sleep solutions, Surrey, BC

Our team loves helping small business owners rebrand, from bringing website redesign ideas to life to increasing social media engagement.

It is not just because we are passionate about work, but also because we love seeing our entrepreneurs succeed.

Now, I know it’s almost silly to mention how challenging 2020 has been for small businesses. You’ve surely heard it a million times!

But the fact that it was such a difficult year for many small businesses made the rebranding work we are doing for a small business like Innovative Sleep Solutions that much more impactful.

The original Innovative Sleep Solutions website did not endorse or increase leads or sales at all. They had a meticulous shopping cart system that was difficult to use.

The site featured an outdated design and a lack of compelling SEO copy. Their values ​​and their health-centric approach, which is what sets them apart from the big box stores, were not mentioned.

In the past, Dave and Terry had also been using more traditional ad campaigns such as radio, television, print, and even boards at Rogers Arena to attract the attention of Canucks fans.

With numerous technical and marketing / branding issues, they weren’t getting some Online sales.

While they were shopping in stores before COVID-19 appeared, the pandemic put an end to that.

Innovative sleep solutions needed to quickly pivot and create a strong e-commerce site and implement a new online marketing strategy.

It was time for a new approach, so this is how we modernized the Innovative Sleep Solutions brand to give them a competitive advantage for 2021.

A complete branding and website redesign.

From the logo to the product pages, we ensured that the Innovative Sleep Solutions branding was consistent and attractive on every page of the website.

As we do with each client, we begin with an in-depth brand analysis to define their unique selling proposition (USP), target audience, company vision, brand positioning, and more.

This analysis reinforced the need to give your existing logo a branding update. Not only was it outdated, it didn’t reflect the healthy environment that was needed to place them differently than other mattress and bed vendors.

The logo redesign process was collaborative, leading David and Terry into the mix every step of the way, ensuring that the final design was one they loved and knew represented their brand positioning accurately.

Another of our website redesign initiatives was to create a new slogan to differentiate the company from its major competitors. Because the owners pride themselves on selling natural, organic and Canadian-made products whenever possible, “Sleep healthier. Live better” was the winning statement.

Our next step was to develop our website technical specifications, keyword analysis, and site mockups. (A mockup is a layout that shows what elements will be on a web page. You don’t just start creating menus, placing images, and placing links on a live page!)

It’s important for small business owners to understand that there’s a lot more to website redesign than choosing logo colors and font sizes.

For example, a large part of the process takes into account the user experience. What process flow will they go through to ensure an easy experience while on site?

When designing and developing the innovative site, we wanted to make sure that site visitors immediately knew that they were in the right place and that they can easily find the products they need.

Additionally, ensuring that a site looks good on any device, from desktops to smartphones, is critical. Images and font sizes may look perfect on your computer but cracked or cluttered on a phone screen.

While there is a great deal of creativity involved in implementing website redesign ideas, much of your success depends on well-executed web development.

Since we don’t use cutout templates, purchased themes, or third-party site builders, our customers know they are getting the best quality built site that will showcase their brand perfectly.

The innovative site was built on WordPress using a custom WooCommerce plugin for the shopping cart system. We also integrate Constant Contact to build lists and have the ability to send abandoned cart emails to those who leave the site without completing their purchase.

As you can see, unless you are a marketing / technical / designer guru, rebranding your business is not a DIY project. There are too many important elements of branding, programming, and implementation at play. Regardless of what industry you are in, you should consider hiring a professional full-service web design and development company.

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Read: The importance of brand messages for a successful website redesign

I’m sure you’ve landed on someone’s website and felt something was … wrong; Or maybe you suddenly turned off without even knowing why.

Chances are, you quickly clicked again to find a competitor’s website, where you felt more comfortable and secure.

Your visitors might feel the same if you don’t pay attention to how you deal with your target audience. This is why it is crucial to identify your brand style before redesigning your website.

In this article, I’m going to share five questions you need to answer to determine your brand identity and create the most effective website possible.

More online.

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Compelling, profit-based writing.

People won’t buy from a small business if the copy focuses heavily on product specifications or lacks a consistent story. It’s when you start talking about why someone wants what they are selling so they can really reach their target audience.

An additional challenge for Innovative Sleep Solutions: They sell high-end products at the lowest price, but buying a mattress is still a considerable investment.

So we knew we needed to quickly grab people’s attention with the right copy, rather than highlighting price points.

As part of our online marketing strategy, we looked for what problems each product solved. For example, a lifestyle adjustable bed is ideal not only for people with a medical condition like acid reflux, but also for people who like to read or use a laptop in bed.

Similarly, we learned that a magnetic therapy mattress acts like a mini electric heating pad to stimulate blood flow and deliver nutrients to repair and heal damaged tissues while you sleep. You wake up painless and rejuvenated.

Isn’t it much more interesting than the product specifications?

Innovative Sleep Solutions’ online marketing strategy also includes landing pages and blog posts with carefully chosen keywords to better explain the benefits of their products and maximize SEO for more organic traffic.

Continuous strategic SEO, SEM and social media campaigns.

Our work doesn’t end when the website is complete! To help Dave and Terry stay competitive, generate sales, increase leads, and engage their audience, we have now focused on concentrated SEO, SEM, and social media campaigns.

SEO stands for search engine optimization and is a free online marketing strategy that focuses on optimizing your website and content with words and phrases that people would type into a search engine.

By doing keyword and competitor research, we create target keywords to use throughout the website and within text.

SEM stands for search engine marketing, also known as paid search. The most widely used paid search tool is Google Ads.

By buying traffic that leads to the website, we accelerate the site’s path to the top of the search results and hopefully increase sales.

We do this effectively by:

? Orientation to geographic areas

? Create ad campaigns that target target audiences in those areas.

? Write relevant ad copy that engages and compels your target audience to click on your ad.

? Continuous monitoring of clicks, impressions and conversions.

SEM can be a great online marketing strategy to implement at the time of a site launch; You can then lower your paid ad budget as you move up the organic search results with SEO.

We’re also moving forward with an Instagram-centric social media campaign that visually showcases your solutions for healthy sleep.

The process of bringing website redesign ideas to life is collaborative and iterative. It takes proper planning, working with a professional marketing team, and testing and tweaking as you go!

It took a lot of communication and teamwork to get to the finished Innovative Sleep Solutions site. But we love the process, and now we have another website and a rebranding project to be proud of!

For the success of your business,

Susan