HMI

HMI has been an innovator in the world of concrete raising since they began in 1974. When it was time to redesign their website, they weren’t about to line up behind the competition. That was okay by us.

Visit the new site

Solutions Provided:

  • web development
  • responsive web design
  • content strategy
  • persona / audience insights
  • customer journey mapping
  • organic / local seo
  • competitive analysis
  • advanced analytics
  • ROI / KPI mapping
  • wordpress

Client Gallery

19
19% decrease in bounce rate
46
46% increase in new visitors
57
57% increase in organic search traffic
60
60% increase in time on site
We have seen a large increase in website leads over the past few days. I took a look at our Analytics to see if I could learn more about why. I found the major impact is in organic search engine traffic. I will do more looking into this after we return from the World of Concrete, for now we are enjoying the high volume of inquiries!" -Jen Mazur, Sales Manager at HMI

The Challenge

Since 1974, HMI focused on building their reputation as an authority and industry leader of concrete raising equipment and products. Soon they developed an HMI Training and Business Opportunity division, dedicated to helping individuals become successful entrepreneurs in the concrete raising business. As the scope of their services grew, so did the scope of their website. The many changes and additions to their website began to hinder its effectiveness overtime.

The former site structure had lost clear organizational paths, which lead to the typical challenges like high bounce rates and low engagement measures.

The branding and tone of voice also needed to reflect HMI and their approachable personality and training style. The resulting copy is warmer and more inviting, which reflects todays socially engaged web visitor.

The Solution

Before rolling up our sleeves and even talking design, we spent several weeks on research and strategy. We began by defining and understanding their various audiences, mapping out their customer journey from discovery through loyalty, then exploring their competitive landscape, and determining how to position HMI in the market. We formulated a successful content strategy and revised their content to funnel their target audience to the website, increasing engagement, and ultimately sales.

Additional improvements:

  • user experience
  • wordpress web development
  • responsive web design/mobile design
  • organic / local seo
  • advanced analytics