Kochman Consultants, Ltd. (KCL)

The original KCL website was loading over 250 resources on a single page. These resources included images, fonts, and other files related to their application. These requests were negatively affecting the user experience. Visitors to the website experienced increased load times, high bounce rates, and files that would not download.

Site speeds rely heavily on the structure of a website. Our development team used best practices to hand code (HTML5 / CSS3 / Javascript / PHP) each page of KCL’s new site and a custom WordPress environment to ensure the website looked incredible and loaded fast. 

By crafting pages of the website using Elementor, members of the KCL team can easily make content updates without needing a developer. 

Aside from the structure, the design of the website was too dated. The site had utilized the same look and feel for many years. The shelf life of a great site design is around two years. We created custom animations and other graphical elements to increase credibility within the industry and with KCL’s customers.

The existing website was not correctly set up for search engine optimization (SEO). Sites that are missing essential SEO elements don’t rank well on search engines such as Google and Bing. On the original KCL website, several items were missing, including a proper site map, robots.txt, image alt tags, and correctly formatted meta descriptions. During the development phase, our team added all of these essential elements to kclcad.com to increase the number of site visitors and page views. 

Site readability is often overlooked when building a website. A strong readability score helps ensure that site visitors can easily understand KCL’s content. If a website is hard to understand, visitors may leave without moving to another page. When we started working on kclcad.com, the site had a readability score of 55, which is well below a healthy score of 70.

After refreshing KCL’s brand and launching their new website, it was time to reintroduce their software to the foodservice industry. Our team started by laying out a plan to track ROI attribution across the launch campaign. Once we could track transactions in Google Analytics, we utilized those tracking mechanisms within an email, PPC advertising, social media, and industry advertising campaign. 

Email Marketing

With KCL celebrating their 35th anniversary, it’s easy to understand that they would have built quite a sizable contact list. When developing our launch strategy, email marketing was toward the top of our list. By targeting past and current subscribers, we drove both new subscriptions and renewals using a list of people who already had a previous relationship with KCL. 

PPC and Social Media

With the PPC and social media campaigns, our team targeted prospective customers in the industry who may not have heard of KCL. To track attribution and drive traffic toward valuable results, we developed a landing page focused on new subscription purchases. On the landing page, we used a countdown timer to create a sense of urgency and a simplified design to keep visitors on a profitable path. 

Industry Ads

Working on behalf of KCL, our team placed ads with the foodservice industry’s leading publication, Foodservice Equipment & Supplies magazine (fesmag.com), to drive awareness and sales with foodservice dealers, designers, and consultants.