When IVI, an industrial ventilation and metal fabrication company, came under new ownership, they wanted the company brand to reflect their forward movement. They knew their corporate website needed to communicate their brand position as industrial ventilation industry leaders. After interviewing several website redesign agencies, they selected Blue Door Consulting to help brand and showcase differentiators and generate leads.
Blue Door Consulting started with a brand discovery process including internal research, audience research, competitor analysis and technical audit. The findings: IVI design and engineering capabilities distinguish them from industry competitors. And, the company’s constant focus on innovation and continuous improvement sets them apart among providers. Together, these discoveries inspired the new IVI brand position statement: Moving forward. Giving a nod to the new owners, the phrase also captures the company’s always-improving mindset and drive to deliver excellence in engineering.
A FRESH WEBSITE CONTENT STRATEGY
The discovery process also led Blue Door Consulting to a deep understanding of user intent, market needs and product specifications. These insights blended to create content that both answered visitors’ unasked questions and told the IVI story.
Working closely with the IVI team, Blue Door Consulting added the final touch: A post-launch content strategy that led to increased impressions, clicks and conversions. The website was also awarded a Communicator Award of Distinction.
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