Client:

Florida Paints

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.

The front of a Florida Paints store

OUR APPROACH

Our approach with this project, and every project we take on, is to begin by defining the critical path of a project and communicating that path to the client to control scope creep and save the client time, money and stress. We planned from the result backward and never began work until we vetted every micro-task of the project.

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

Before the development stage, we provided Florida Paints with a full mock-up of the website. During the development phase, we held weekly meetings with Florida Paints to present the progress and ensure there were no surprises. Due to this communication, there was no revision phase.

One of our goals with each website we build is a three-click path to purchase. With that in mind, the new site was developed to reduce the number of pages from 389 to 59. By creating a more concise site map focused on the customer journey, we successfully reduced the steps taken by a customer on the way to a purchase.

Site speed was another major issue on the old website. We developed the new site to vastly out-perform the old one, and it does. Our average load time is under 1.5 seconds. Like any website we build, the Florida Paints site is also fully responsive.

SEO

A bottoms-up white hat SEO strategy was implemented from the first day of development to ensure that the site would have a high organic page rank within major search engines.

We met with Florida Paints to understand the pain points with the existing website and, most importantly, to ensure we had a grasp on who Florida Paints was and the market they competed within.

Our team performed in-depth market research on Florida Paints, their competitors, and target demographic to best position information on their website to effectively market their products.

We added keywords, targeting customers that would use Florida Paints products within alt tags, image names, and copy. All of these details tell search engines that there is important information on the website, increasing the page rank.

Along with on-demand support, we keep up with the sometimes tricky elements of managing a website; plugin updates, site backups, content updates, and secure hosting.

While Florida Paints is focused on growing their business, we make sure their website is working to support that goal with constant monitoring.

We applied a future thinking approach to the website development project. Because of their growth, Florida Paints is regularly thinking beyond the current phase of their site. We host weekly calls with the  Marketing and Leadership teams to discuss how internal marketing efforts can coalesce with our SEO strategy. 

We operate as an extension of their marketing department. We are advisors and champions of efficiencies. When they call, we answer. 

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. 

A screenshot of a product on the Florida Paints website
A screenshot of the store locator on the Florida Paints website

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.

A laptop with the paint blob elements from the Florida Paints site floating above the screen

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.

Stats

+299%

New Website Visitors

1,578

Average Daily Visitors vs. 543 Prior To Site Launch

“The team at Fable Heart has become an extension of our marketing department and trusted representative of our strategy. They are extremely knowledgeable, responsive, highly communicative and patient. Their only goal is your success.”

- Florida Paints

Are you ready to drive revenue and meet your online goals?

Our team will work with you to develop a comprehensive marketing program that’s customized to meet your needs.

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