Guthrie & Frey Desktop & Mobile Mockup

Project Overview

Services • Content Marketing | SEO | Social Media Marketing | Web Design & Development

Guthrie & Frey had been badly burned in the past. During the launch of their website with another agency, they experienced a significant loss in organic traffic and the website essentially flat lined. We see it all too often when new websites are built without a thought of SEO. Without much guidance or effort to reverse the effects from the agency, they reverted back to their original website in order to get traffic back up. With a bitter taste in their mouth about marketing agencies, Guthrie & Frey reached out to us rebuild their website to help get them back on track. 


Our team got right to work and conducted a website audit to understand just where traffic was coming from to attribute true value to where it belonged. During this discovery process, we learned that much of their traffic was coming from Milwaukee City and Waukesha City, which was not included in their target market. Taking into consideration their hesitation and fear of backtracking, we laid out a detailed strategy for Guthrie & Frey to focus on transferring their existing SEO strengths to the new site and slowly making adjustments to watch for impact, rather than making drastic changes all at once. We also conducted thorough research to predict the drop of irrelevant traffic we would see, and recognized the potential for double the traffic in their target market cities based on keyword volume. This analysis gave Guthrie & Frey the information to put their minds at ease and allowed them to make informed decisions. 

With a design focus, we also set a goal to improve conversion points that would enhance the user experience. Rather than sending a user directly to a Contact Us form, we wanted to add design elements that would highlight Guthrie & Frey’s salt delivery service and allow homeowners to set up their own delivery online. We developed a service page that walks users through the process of finding delivery dates and times for their zip code area, selecting their salt bag, and the option to set up automatic payments. This delivery setup process gives the user immediate satisfaction, while still giving them the option to call or submit a request form for any additional questions. The new page would give homeowners peace of mind and relieve any concerns about the delivery and installation process, while also giving Guthrie & Frey maintenance up selling opportunities based on equipment inspection.

The Website

Guthrie & Frey website Guthrie & Frey website Guthrie & Frey website Guthrie & Frey website

Mobile & Tablet Experience

Mobile Tablet Mockup Guthrie and Frey
Bar Graph including integrated web accessibility

The Results

Guthrie & Frey launched their website seamlessly. Our expertise in web design and SEO worked together to ensure traffic stability during the transition. The new website offers a fresh and easy to navigate user experience while offering a clear path for users to contact and schedule appointments. Early results show increased search rankings in target cities and a steady increase of quality leads. 


I received very high praise on our website from the company that just purchased our largest manufacturer. They are very impressed with our site, the overall design, content, and also the SEO portion. Top Floor has made us look fantastic to a partner that will benefit from our continued success!

Sue Frey, President

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