Services • PPC & Digital Advertising | SEO | Web Design & Development
Specialty • Drupal | Ecommerce | Manufacturing & Industrial
As a long-term paid search client, Marking Services Inc. (MSI) has built a foundational relationship with Top Floor and has continued to entrust us with delivering results. That’s why, when MSI concluded it was time for a website redesign, they turned to us for continued results. Let down by their previous Chicago website agency, their website had fallen far from expectations. MSI was seeking a robust and user-friendly website suitable for their international business needs. But most importantly, they were looking for a website that would generate leads, convert customers, and add to their bottom line.
Any international website as large as MSI’s is no easy feat, but together our teams developed a comprehensive website strategy that addressed all of MSI’s primary goals. The new website is a statement that is modern, visually appealing, and user-friendly. Our Design, Development, and SEO teams worked cohesively together to implement strategies that would not only generate leads but convert them – PLUS upsell products beyond the initial purchase.
Custom-built functionality has given MSI users easier product customization, a library of resources, an international rep locator, and more to find a wide variety of answers and ultimately relieving MSI’s customer service reps of extensive manual ordering.
Finally, our Drupal Development team ensured a seamless and improved integration with MSI’s third-party enterprise resource planning (ERP) system. By rebuilding the ERP directly into Drupal, Marking Services can benefit from a number of customizations that streamlines their online ordering processes.
Mobile & Tablet Experience
Through our partnership with Marking Services, there have been three noteworthy improvements. First, Top Floor helped create a seamless, accurate integration between the new Drupal website and MSI’s ERP system for accurate pricing and real-time updates. This integration has greatly freed up valuable time for the customer service team. Next, we were able to create a custom box packaging algorithm that works with FedEx and UPS to identify the most efficient packaging for each order. This solution is completely custom to MSI, saves costs, and optimizes the shipping process. Lastly and most importantly, the new website is secure. Through the use of API keys as a way to authenticate passwords, we created a system that ensures secure online payments and streamlines PCI compliance.
MSI’s goals for paid search include driving high-quality traffic to their website and thus leading to qualified leads. They also hope to broaden their current reach to include important industries like solar energy. To meet these goals, Top Floor put together a comprehensive strategy beginning with an audit and optimization of existing campaigns to determine improvements such as updated CTA’s, updated ad design, and copy and keyword research. Since beginning the PPC strategy, we have seen a number of improvements including significantly increased traffic and leads for the US Google and Microsoft accounts year over year, an increase in click-through-rate, and the average cost per click is down as well.