September 23rd, 2009 by Dave Perks

Guest Post: Mike Weber from Crenshaw Lighting on Managing a Successful Site

About this post:

Mike writes about the ways they use the Crenshaw Lighting website to drive business and strengthen their position as a premier source for hand-made decorative lighting fixtures.

The Crenshaw Lighting homepage

When we launched Crenshaw Lighting's new website back in January of this year, they knew that they were not at the finish line. Mike and the rest of the team there understood that they were really just getting started, and that the site would need regular attention to maintain its effectiveness. So that's exactly what they've given it. We asked Mike to write about what they're doing to make sure the site continues to be a source of new business while also strengthening their position as a premier source for hand-made decorative lighting fixtures. Here's what he wrote:

The launch of our new Crenshaw Lighting website, designed by NewCity, resulted in an immediate increase in sales opportunities from new and existing customers looking for Church Lighting, Custom Lighting or Historic Lighting.

We knew that the site would require on-going attention to maintain that same level of interest. That’s why we dedicate time and resources to ensure that it is up-to-date, and reflects the nature of the ever-changing Internet.

To this end, we employ several methods to promote traffic to the site.

Introducing the site
We created a campaign to introduce our new site design that was delivered through email invitations to existing customers, and then by website tours conducted for our independent sales representatives. Every outgoing email also includes an invitation to visit the new site as well.

Regular Updates
We keep the site fresh for returning visitors through random image presentation on certain landing pages, as well as through targeted weekly updates and the introduction of new and relevant content. Finally, we send monthly email invitations to our outside sales force with simple, descriptive links to recent changes.

Search Engine Optimization
We continually strive to optimize the Crenshaw Lighting website for higher rankings within organic search results, while also refining our online advertising presence. These efforts are based on site traffic analysis that includes simple conversion tracking and site change testing.

We treat our website as a dynamic tool aimed at inspiring new and existing customers, and strengthening our position as a premier source for hand-made decorative lighting fixtures. This blend of traditional craftsmanship, care in design, and leading edge technology reflects our approach to all aspects of our business.