SUMMARY
Established in the 1960s, Florida Paints is a family-owned, custom paint manufacturer headquartered in Winter Garden, FL. As the only Florida based regional paint manufacturer, they take great pride in making paint that can hold up against Florida’s tough climate. The company has progressed significantly over the years; however, their website didn’t reflect their growth and innovative spirit.
From our earliest discussions, it was clear that Florida Paints needed a Digital Marketing Strategy that would guide them towards measurable growth.
How We Helped
THE CHALLENGE
Florida Paints is a unique player in the industry. They aren’t competing against other companies their size; their closest competitors are national brands such as Sherwin Williams and Benjamin Moore. The significance of the environment they compete within was not being displayed on their website.
The true story of Florida Paints was not being relayed to potential customers. Their website was dated, lacked an SEO strategy, and had a cumbersome customer journey. Florida Paints needed an SEO rich site that was focused on connecting with members of the industrial paint industry, and encouraging them to buy paint. This is where we came in.
OUR APPROACH
A couple of things were very important to the decision makers at the Florida Paints:
1
The new website needed to have a clear customer journey and the ability to drive conversions through strong SEO.
2
Provide professional marketing guidance with a great deal of autonomy.
THE SOLUTION
CUSTOM TOOLS
PRODUCT PLUGIN
Displaying paint products quickly and informatively on the site was an important ask of Florida Paints in our initial conversations. We created a customized product section on the backend of the WordPress site that is simple for Florida Paints to update on their own.
The products are cleanly listed with all of the information their customers need to make a decision. Users can search products by keyword or sort by product name, product number, and product type.
STORE LOCATOR
Florida Paints needed a customized tool to assist their customers in finding their locations. We developed a store locator, leveraging Google API. We went a step further and added items like store category, store hours, and contact information. Locations automatically load on the map based on the users location.
Like the product tool, the store locator can be easily updated by Florida Paints within the WordPress site.
DESIGN NOTES
ELEMENTS OF PAINT
We built a custom color palette that reflects the tone of the company. This website is fresh, vibrant, clean, and informative. Parallaxing paint drops leverage PNG layers and act as windows into the heart of the company.
Leveraging bright colors, we used paint drops to tell the origin story of Florida Paints. As you look through each drop you see the company history. The site appears to be freshly painted.
Results
Florida Paints has an aesthetically pleasing website that not only reflects the growth they have made over the years but is positioned to drive business. Customers can easily navigate the site with the most information possible in the most straightforward way.
Most importantly, Florida Paints is now top ranking in a Google search for “Florida paint manufacturer.” Site traffic has drastically increased since the launch of the website. Check out the Stats to get deeper insight as to the impact Fable Heart Media has made.