Client Description
Established 2014 in Statesville North Carolina, Highland Composites is the composite structures division of Highland Industries, Inc. (see their recent Django Upgrade here). Highland Composites utilizes a full range of braided, woven, and raw fibers together with proprietary, state-of-the-art technology to create composite products for use in a wide variety of structural applications.
The Challenge
As a new player in the marketplace, Highland Composites needed to demonstrate their unique capabilities and value proposition. Composites manufacturing is a complex industry that can utilize many different technologies; Highland specializes in braided composites, composite overbraiding, and open architecture composite structures (proprietary to Highland Composites). The Highland Industries website was not attracting appropriate customers for the Highland Composites brand and did not effectively feature their Composites offerings.
The Solution
DesignHammer built a custom WordPress website for Highland Composites to showcase their capabilities and attract leads. The new website featured high-resolution photography and videos to quickly educate prospects on how Highland Composites’ technologies can make parts faster, lighter, stronger, tougher or more consistent, as well as highlighting the differences between composites and conventional process. To better position themselves and appeal to their target prospects across multiple industries, the new website featured case studies with application examples tailored to the best use of Highland Composites technologies. Social sharing buttons (Facebook, Twitter, and Vimeo) were integrated into relevant content to facilitate multi-outlet media campaigns. Google Analytics was configured to track website traffic and appropriate conversions (contacts from prospects). To help the Highland Composites business development team quantify results, custom reports were also configured for specific advertising efforts.
The Results
Highland Composites focuses their business development efforts on conferences, trade shows, and industry meetings. This team can now leverage the website to reinforce their capabilities with identified prospects. Highland Composites measures the success of these efforts by increased traffic and website interaction during and following targeted business development events. Following a recent trade show, Highland Composites tracked an impressive 100% increase in page views, a 50% increase in new users, and a 50% increase lead acquisition via the website.
