A website is only as effective as its ability to attract and engage the right audience. Too many companies focus on the desire for something new rather than its value to users and a plan to draw them in once it goes live.

The Challenge

Lexco wanted to provide quick and easy ways for customers to submit a quote online, in effect, creating a 24-hour virtual sales representative and brand ambassador. At the same time, the company needed to maintain its website’s domain authority and SEO position. Any change as significant as a website rebuild carries a good amount of risk. For Lexco, those risks were balanced against perceived advantages in better serving its customers.

The RC Solution

In order to deliver the expertise, quality, and experience that Lexco is known for offline to all of its valued customers online, Red Caffeine built a website that tied together all of the company’s resources, products, and services. Included in a list of valuable resources, the website also now features a Wire Rope Assembly Configurator, which allows visitors to select a product, enter specs, and submit their RFQ quickly and easily.

The Lexco content strategy focuses on search engine optimized blogs, case studies, and guides that answer frequently asked questions and provide images of various wire rope, cable, and bungee assemblies. The content is promoted and distributed, in part, through social media, and appeals to each unique type of buyer.

The Highlights

  • 40% growth in annual sales since the launch of the website
  • 43% increase in RFQ conversions from 2021 to 2022
  • SEO domain authority preservation and strategy for 9,000+ pages across multiple domains and 700+ images
  • Integrations with ThomasNet’s Catalog Navigator and Chatfield Globals’ Careers Portal

By prioritizing a strong user experience, including quickly and easily finding what they wanted, Lexco has been able to put their new website to work as a dedicated member of the sales team. Best of all, the digital front door feels less like a website for the business and more an inseparable part of the company itself.

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Bill Skowronski

Content Director

Meet The Author

I’m a staunch defender of intentional strategy, return on improvement and outcomes over outputs as a model for better marketing, rather than more of the same. As a former journalist and a student of Philosophy, I’m a question asker and a deep thinker. That’s why I know what content moves people from awareness to action—and I’m not afraid to use it.

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