United Pipe and Steel (UP&S) is the leading master distributor of pipe and steel products in the U.S. They recently approached Amplify with a need for a complete website redesign to lay the foundation for a future integrated marketing campaign.
“United Pipe and Steel became the leading master distributor in their industry through constant innovation,” said Joe DeMicco, Founder & CEO of Amplify. “They were very receptive to the idea of taking a growth-driven design approach to this project in order to respect timelines and budgets.”
Growth-driven design (GDD) methodology is the continuous optimization of a website based on user behavior data, as opposed to large one-time website redesigns that aren’t guaranteed to deliver results. After a discussion of buyer personas – potential customers’ needs and motivations for purchasing – Amplify created a strategic website wireframe. This wireframe outlined the site’s navigation structure while also serving as a schedule for development, highlighting which pages would go live first and which would go live later.
Upon agreement that the wireframe was the best path forward, Amplify developed pages custom-made to generate leads by speaking directly to ideal customers’ primary needs and motivations. The site, at the time it was launched, was not actually a complete website redesign as UP&S had requested. Instead, it contained only the pages needed to fully explain their services and convert a visitor into a lead, allowing time for the rest of the site to be developed and implemented at a later date. This dispersed the cost of a website redesign, and reduced the time to implementation to start generating quality leads sooner.
“This was an agile collaboration between both marketing teams,” said DeMicco. “The result was a stunning website redesign, ready to capture detailed user behavior to inform ongoing optimization. This positions United Pipe & Steel for a successful integrated marketing initiative going forward.”
You can view the United Pipe & Steel website here: www.unitedpipe.com
Amplify is an industrial marketing firm providing B2B marketing and guidance with quantifiable results. For nearly 25 years, Amplify has helped industrial companies find their ROI, upfront, and realize their sales goals.
