The client
Champion Sales is a family-owned company in Oakland County, Michigan, with more than 50 years of experience designing and installing warehouse solutions. Their products include mezzanines, modular buildings, vertical reciprocating conveyors (VRCs), workstation cranes, pallet racking, and high-speed doors, all built with American-made parts.
The challenge
Champion Sales wanted their website to bring in leads, specifically for modular buildings, VRCs, and cranes. Their old site wasn’t doing that. They also needed to stand out from larger competitors, and to make clear what they do and don’t offer so they would attract the right kind of inquiries.
What IGD did
We started with research, not design. We worked with Champion’s sales manager to build and refine a list of the search terms their customers actually use. We cut terms for work they don’t do, like automated storage, and added terms for products they wanted to sell more of, like modular buildings, guard houses, mezzanines, and pick modules. Then we checked search demand for each term so we could prioritize the ones worth targeting.
The new site was built around that research:
- A dedicated page for each of their 10 product lines, so each one can be found in search on its own
- Copy that leads with what sets Champion apart: in-person space analysis, custom design, support within 24 hours, and American-made products
- A focus on safety and quality, including their use of racking that meets Rack Manufacturers Institute (RMI) standards
- A clear path to contact the sales team from every page
IGD continues to manage the website for Champion Sales.