Reduced Cost Per Conversion
Kafka Granite came to Snap seeking digital solutions. They had created a new website and now needed to drive traffic to it. With an audience from homeowners with expansive residential projects to contractors and designers, Kafka’s solutions needed to be pretty all-encompassing and easy to navigate. Snap has a few solutions up our content marketing sleeve for that.
Granite is a tough subject matter. It’s especially tough when you need to reach people who aren’t familiar with the jargon of the industry. You can talk tonnage or polymer coatings or binders all day, but if the average consumer doesn’t know what these are, the purpose of the content will be lost.
The list of granite and crushed stone applications is seemingly endless. The challenge of explaining why each stone is beneficial and the uses it possesses is difficult to put into layman’s terms or for those exploring the industry for the first time. We also had to figure out how and where to place expanded content without clouding the client’s desire to emphasize large colorful images and their cornerstone color options on each page.
Snap’s content strategy focused on establishing landing pages first. The existing landing pages had good content on them, but were tricky to navigate and understand if you weren’t in the industry—like if you were the average homeowner looking for landscaping or architectural stone solutions. Heck, even a landscape designer might have had a hard time deciding what stone was the best choice for their needs. This also meant that Snap writers hit some heavy research and one-to-ones with the client in order to accurately represent products and services we weren’t super familiar with.
Snap drafted landing pages that would encompass all three tiers of the conversion funnel using layman’s terms and simple explanations. Each landing page essentially receives its own frequently asked questions section to guide searchers from basic questions, such as, “What is _____?” to more complex questions, such as, “How can _______ earn me LEED certification points?”
Questions like that should capture the attention of searchers in the informational and investigative stages of their answer hunt. We dig into actionable content when we mention the specific characteristics of Kafka Granite’s products. The brand name is mentioned more often as well as their specific qualities that would be mentioned in potential long-tail search phrases.
In order to “hide” lots of content on each landing page so it didn’t clog the visual aesthetic sought by the client, we placed it into drop-down expandable boxes. When a user comes onto the site, they should be able to seek out a question they have and click on it in order to see the answer expand from it. By asking questions simply, users should be able to answer the “what,” “why” and “how” for each product and its purpose in the realm of architectural design, streetscapes and everything stone aggregate.