This case study focuses on a manufacturer located in Sherbrooke (Quebec) who made a breakthrough discovery in the field of green disinfectants. When we met this manufacturer a year ago, their disinfectants were being distributed in Canada, the United States and Columbia. The product can be used for disaster recovery, agricultural and household markets. On the hunt for new potential distributors, this manufacturing company attends many exhibitions, fairs and conferences on a worldwide scale.
A year ago, this company was virtually absent from search engines. The website was getting little to no visits and virtually no queries about becoming a distributors were coming from the website.
Diffusio’s mandate guidelines :
Target markets : agricultural, household, institutionnel, medical, dental, industrial and disaster recovery.
Target customers : Disinfectant manufacturers
Territory : Worldwide
Language : English
Website : www.thymox.com/en/
Since the beginning, we noticed the website took too much time before being fully loaded. We measured the display time from multiple pages of the website during various weekdays. The results came in varying between 6 and 45 seconds. Our client then accepted to move his website to a new web hosting company that we recommended: better performances for a better price. We handled the move ourselves. The website now displays under 3 seconds; which is much more acceptable by today’s standards.
Evaluating the customer’s website and chosen keywords highlighted the fact that the website did not target the right customer base: distributors. Indeed, the website featured the company’s products, its technology and various uses. However, little to no efforts were made to showcase the fact that the company was the manufacturer.
We edited the main page along with the website’s header so that a potential distributors can see, within 10 seconds, that the website is a disinfectant manufacturer. Our objective is to convince potential distributors to navigate on the website in order to find out more what our client, the manufacturer, has to offer.
Thanks to our keywords analysis, we managed to zero in on what potential distributors were looking for when it comes to disinfectant manufacturers. We revamped the website in order for the information to match with what distributors were looking for. We also positioned the website on these keywords.
Here’s overview of what was done :
Thymox invites potential distributors to click on this button
With our client’s main objectives being finding potential distributors for their products, we set up a Become a distributor button in strategic places on the website. A click on said button leads to a quick form inciting distributors to leave their phone numbers and a few lines in order to demonstrate their seriousness. Based on the first results, we adjusted a few things to maximize the click rate of the button.
We added a search engine on the website in order to list the terms visitors look for. We will use this information to:
The website’s positioning has been propelled to Google’s first search results page in the United States on multiple crucial keywords.
For example, the manufacturer behind the Thymox disinfectant, located in the industrial district of Sherbrooke, showed up in 2nd place in Google USA’s search results for the « disinfectant manufacturer » expression for a few months. Since then, the company holds its position on Google’s first search results page in the United States for this keyword.
For last several months, our client receives, on average, two requests to become a distributors per week. They are being contacted by potential distributors from all five continents including Japan, China, Philippines, India, Middle-East, Turkey, Peru, Ireland and various states from the USA.
While discussing with our client, we wanted to find ways to improve our ‘Become a distributor’ form. However, we came to the conclusion that nothing more could be done to improve it. Indeed, according to our client, they have been receiving a lot of interesting requests. Our client cited an example from a request received earlier in the week from an interested party with a turnover of 5 billion dollars. Our client also revealed that they’ve established an internal procedure to deal with the multiple distributor requests. Every potential distributors whom contacted our client receives a short questionnaire aiming to evaluate their distributing potential.
Countries and economic regions covered by the distributors who contacted Thymox
Two months after setting up the search engine on the website, we noticed that visitors we looking for the words ‘safe‘ and ‘safety‘. Following this observation, our client confirmed that he wasn’t surprised by this finding seeing as a recent white paper says that in the United States, the main concern linked to disinfectants is human safety. Our client views this as an excellent news seeing as the Thymox product has been proven safe for humans.
We pointed out to our client that his 79 page website does not contain any mentions of the words ‘safe’ or ‘safety’. Thus, thanks to the search engine, we managed to zero in on this very important flaw. We are planning to add new content which emphasizes the product’s safety feature and then begin positioning the website on these strategically important expressions.
For the new year, we agreed with our customer to proceed with the SEO strategy and the website’s optimization. Furthermore, seeing as our client’s website is interesting enough to convince potential distributors to contact them, we will launch a content marketing strategy.
We made sure that our client was featured in social media. We began publishing interesting information for disinfectant manufacturers. Diffusio ensures the information’s optimization and spreading across social media.
We are now focusing on three objectives:
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