Katz Ace Hardware is a Glastonbury, CT-based hardware store that competes against national retailers to provide products ranging from interior paint to party supplies and equipment rentals. We worked with Katz’s marketing team to redesign and recast their website as a full-service, information-rich resource whose success as a marketing tool is defined by the comprehensive SEO strategy we implemented.
Localized SEO strategy
The original Katz website was filled with images but not enough content to inform customers suitably or to attract attention from search engines. The site’s navigation also was convoluted and required a strategic approach to streamline and simplify the architecture for SEO and customer service purposes.
Our marketing department engaged in thorough keyword research to determine how people search for the products and services Katz provides. A primary differentiator was to localize the SEO strategy to capture the local market that would patronize Katz, rather than taking a less-effective general keyword approach. This important element of localizing the content affected every part of the new website ranging from its information architecture to the copywriting and keyword tagging strategy.
Based on our SEO-focused development, 60% of all website traffic now comes from search engines.
Fresh, responsive design
Our site redesign organized pages more intuitively for site visitors, and we created additional promotional areas where Katz can showcase specific deals, products and services. Fresh photos add depth and personality to the new site. We also developed the site using responsive design so that visitors can experience all features and functionality of the site whether they’re using a desktop, notebook or mobile device.
New e-commerce and customized functionality
The Sitefinity Content Management System enabled our developers to implement the built-in ecommerce functionality that automates certain parts of Katz’s business process. We customized this functionality, which is part of the out-of-the-box Sitefinity CMS, to create a scheduling and rental tool that enables Katz to manage their rental business more efficiently. This new functionality eliminates the old manual process of receiving inquiries and processing requests over the phone.
Our developers further customized the site by creating product detail pages that show related products. Katz’s marketing team also can easily manage their online inventory listings by adding new product images and descriptions as equipment becomes available.
Katz Ace Hardware now boasts an informative, stylish and lead-generating website as part of its overall marketing strategy.