Case Studies
Unique Techniques Increases Web Site Traffic After Winning LancetCard™ Web Makeover
Business: Unique Techniques, Inc.
Website: uniquetechniquesinc.com
Type of Business: Small Business
- The Situation
Unique Techniques, Inc. is an eight year old interior decorating and home remodeling company that started by offering painting and stenciling services from the owner's home. The business rapidly expanded and offerings grew to include a line of home remodeling services. Like any growing retail operation, it strategically looks for ways to drive traffic to its store. Sometimes that can mean simply moving closer to where traffic is, like owners Dan and Brenda Whipp did several years ago. The business expanded to a 4,000 sq. ft showroom in Hudson, Wisconsin, near Interstate 94, offering an expanded line of products and services that drew significantly more customers into the business.
To keep pace with the competition and customer demand, Unique Techniques ventured into cyberspace over five years ago using a cobbled together Quickbook® application. The website virtually sat dormant online for five years generating little traffic until they received a mailing about a web makeover contest. A few days later the owners saw a segment on Fox Morning News about the LancetCard® Web Makeover Contest from Lancet Software® and decided to enter. Lancet was looking for "stinky websites" in need of a major facelift both from a functionality and presentation perspective.- The Solution
After receiving an overwhelming number of entries, Lancet Software determined Unique Techniques needed a major overhaul. The site not only lacked the cosmetic sophistication that underscored their key business offerings, but it presented very limited opportunities to see what the company offered as a home remodeler and decorator. Their website embodied many of the elements that constitute a bad website and met every criterion used to judge the contest:
- Appalling GraphicsA virtual disaster area, a no man's land, a public eyesore
- Moldy ContentOutdated press releases and artifacts from the Jurassic age
- Link RotLinks going nowhere
- Crippled NavigationLost customers
- ClutterToo many words and not enough quick information
- The Result
After meeting with Unique Techniques to understand their vision and goals for their website, the LancetCard team went to work on a complete overhaul that included a professionally redesigned site with beautiful color imagery and streamlined functionality offering intuitive navigation, prominent product presentation, and ease of use that enhanced the customer experience. And, for the first time web statistics are being gathered, tracking customer activity and other business metrics that help keep the site fresh, interesting, and relevant to the consumer - and the owners. Lancet also helped raise the visibility of the site by implementing techniques to optimize it for the best search engine results.
"Our new site features more information on what we offer and is very customer-focused," the Whipps explain. "As a result of the makeover, we can now announce and present our monthly and quarterly specials much easier in a way that appeals to people looking for the kind of work we specialize in."
"Unique Techniques should be applauded for recognizing they needed help making their website a viable, productive part of their marketing communications and business viability online," comments Tom Niccum, president of Lancet Software and the creator of the LancetCard. "LancetCard is just one way we can help small companies compete online - and do it more effectively and economically than ever before."
The Whipps look forward to an ongoing relationship with Lancet as they make upgrades to their site, announce more specials, and build tighter customer relationships.
