Totem Mats is a leading access mat supplier in the United States, with over 85 production and inventory locations throughout the U.S. They came to Structure because they felt like their website wasn’t competing in the marketplace. They wanted to create an excellent first impression and drive more leads and sales.
Challenge
When Totem Mats contacted Structure, their website was broken, outdated, and underperforming. They needed to be redesigned and rebuilt with a fresh look and additional features without losing traction in Organic search. Furthermore, they needed the leads they generated on the website to feed to Salesforce, their ERP/CRM.
Solution
Totem Mats got a facelift from the ground up. We enhanced their overall look and feel with a refined color palette and texture pack, culminating in an updated visual design. Our UX design team restructured the product pages to showcase their products better, and our development team ensured the site was built lean to perform well in low-data environments.
Results
The updated Totem Mats WordPress website launched without a hitch, including no noticeable traffic losses. SEO traffic increased by 69%. Lead generation efforts improved and the website automated many business processes that were previously manual, saving time and money. Lastly, the website looks strong and helped the Totem Mats team feel more confident.
Since the launch of the new website, we have successfully forged ahead with no discernable traffic losses whatsoever. Credit to Simon (Structure) and his meticulousness in executing this project so well. I have personally been involved directly or peripherally in many website redesign projects, and on many occasions, there is a significant drop in SEO traffic after a redesign. We got things right.
Kyle, totem mats SEO Advisor
Website Design & Development
There’s a rule in website design, and that is this: keep what works. In this project, our WordPress website design team aimed to keep what was working for Totem Mats while improving in the underperforming areas.
For Totem Mats, that was the first impression in their website hero, the navigation, the product pages, and the contact form.
Transforming the hero
There’s another rule in web design: if someone isn’t interested in the first five seconds after landing on your website, they will leave.
So we traded the old Totem Mats hero with something more interesting: a big, tall, and tan Oswald font over a highly designed background image of a tanker truck driving on their access mats.
There’s nothing like showing the product in action!
A home page hero should show the transformation or result that your product or service provides. For Totem Mats, that’s access to inaccessible areas.
Their continued efforts on everything we threw and their abilities to overcome challenging problems were incredible.
Trevor, ceo
Improving the website navigation
The old Totem Mats website had a navigation menu in the code. Because it was outdated, the menus had broken, leaving no way for customers to find product pages or contact the company. Yikes!
We prioritized the navigation with a contact menu at the very top, and a primary pages menu below it—including a Get a Quote call-to-action button.
Enhancing the product pages
It’s common for some of the most popular pages on a website to be its products or services pages. Typically, those pages are the front door to many website visitors. The same was valid for Totem Mats.
The only caveat, however, is that many of Totem Mats’ customers would buy multiple products in the same order. Therefore, it was essential to making it easy to navigate between products to compare and contrast. And the Products tab in the navigation menu wasn’t cut it.
We devised a resource-style category navigation menu so customers could easily navigate through it.
Driving Leads with a Quote Request Form
What was previously a simple, boring contact form became a lead generation machine after we added a Quote Request form.
Connecting Gravity Forms to Salesforce
We mapped specific form fields directly to the Totem Mats Salesforce account so team members could manage every request using the CRM Perks Gravity Forms Salesforce Plugin.
Getting contact data to map perfectly to Salesforce (or any CRM for that matter) can be a difficult task—as was the case with the Totem Mats quote request Salesforce integration. One challenging field was the Company Name field, as customers from the same company would spell or case the company name differently. The result was Salesforce developed multiple accounts for the same company. This was confusing to the sales team and needed to be remedied.
We implemented a custom Gravity Forms ZoomInfo integration to create predictions so that quote requesters could quickly add their company name consistently every time. The experience is much like Google autocomplete predictions. The data from the form field is cross-checked with ZoomInfo’s database and sent directly to Salesforce.
Gravity Forms Split Testing
The Totem Mats Request a Quote form is lengthy. While it provides an abundance of information for their sales team, they feared it would detract from the number of leads who would fill out the form.
We answered that question by running an A/B testing campaign using a Gravity Wiz split testing snippet to determine which fields were vital. In this test, we showed three quote form variants to users at an equal ratio and determined which version was filled out the most.
WordPress Website Management
Managing a custom WordPress website can be complex, especially when you’re running paid advertising campaigns, relying on it to generate qualified leads, and want to put the best foot forward in the market like Totem Mats.
They had never paid for professional WordPress website management before. They were hesitant to do so, but after remembering the trouble with their last website and the desire to keep their team focused on other things instead of website management, they decided to hire Structure to help after the launch.
The most valuable aspect of our Essential WordPress Website Management package to Totem Mats was the ability to have a dedicated Account Manager they could message directly about marketing or website questions—and get a thoughtful, detailed response within 24 hours most of the time.
In addition, they appreciate having a well-oiled website machine that’s up-to-date, secure, and working for them without having to think much about it regularly.
