New Website for Auszac
Auszac is an Australian grower, manufacturer, distributor and retailer of balsa wood. It also imports and retails basswood, plywood and microword timber products. To survive as a manufacturer in Australia, the business has innovated and evolved. It now has nine brands and services, as well as an online store, balsa central.com. Our brief was to create a new website which captured the depth and breadth of the business.
The Marketing Problem
Auszac’s previous site was built in 2007 and was out-of-date.
- It was not responsive to mobile devices.
- Information on the site did not reflect Auszac’s nine brands and services and did not clearly tell visitors what the business offers.
- It did not allow Auszac to customise the look and feel for its nine brands and services.
- The old site was a static brochure. There were no ‘calls to action’ for visitors to request a quote.
- Auszac exports to global markets and the old site was only available in English. Auszac needed a platform that would allow content to be translated into six different languages.
- Google analytics was not installed so Auszac didn’t have data on visitors to the site.
- It did not tell the Auszac story with purpose and authenticity.
Our job was to create a website to inform and engage Auszac’s customers and prospects by telling an interesting story visually, and in words.
The project was a collaboration between Auszac, Brainbox Marketing and our wonderful creative web developers. As part of our consultation, we visited Auszac’s manufacturing facility in Adelaide to get a first-hand appreciation of their company, work and people. Brainbox’s role was to:
- Write a comprehensive technical brief outlining the requirements. This incorporated our thoughts on how to market Auszac’s nine brands and services on separate landing pages.
- Build the new site. We worked iteratively, publishing and editing one page at a time so Auszac could see exactly what they were getting. This enabled them to give their feedback on each section as we built the site.
- Develop some of the content (budget was tight so Auszac developed some content in-house). This included testimonials, images, body copy and calls to action.
- Discover and repurpose great content that was isolated on one social media page or filed away where customer’s couldn’t see it.
The new site tells a more comprehensive and interesting Auszac story. Each brand and service has its own page with a customised look and feel. The site uses rich media, such as video, to engage visitors. Since the site was launched in July 2017, Auszac has seen:
- 30-40% increase in new business inquiries for its nine brands and services via the website, phone and email.
- Traffic directed from auszac.com to Auszac’s e-commerce site, balsa central.com, which has converted into sales.
- 50 percent of new users finding the site via organic search, saving valuable marketing and advertising budget.
Read more about this case study in our blog.