How We Helped
Search Engine Optimization
Kochman Consultants, Ltd. (KCL) is a family-owned company that develops innovative design software and cutting-edge technology solutions for members of the worldwide foodservice design industry.
When the company began in 1985, the same year that Microsoft released its Windows operating system, computer software was still relatively new. KCL’s efforts to streamline the design process for the foodservice industry were progressive. However, with so much effort put towards their software, their website took a back seat. It was time for Fable Heart Media to showcase the capabilities of their restaurant design software the right way and reintroduce KCL to their industry.
The real challenge for KCL was sharing the benefits of their design software with potential customers. Their website was not ranking well on search engines due to a lack of SEO, limiting its possible reach. Also, technical issues related to readability and page load speed combined to create a barrier to new client acquisition. If a visitor did manage to find kclcad.com in a search, slow site speeds and layout likely caused them to bounce shortly after arrival.
Enhancing the website was a significant part of this project; however, KCL needed a fully overhauled brand, and a well thought out marketing launch to complete their facelift.
Our approach with this project, and every project we take on, began by defining the critical path and communicating it to the client. These steps were essential in controlling scope creep and saving the client time, money, and stress.
Our team planned from KCL’s goals backward, and we only started work after vetting every micro-task. The KCL team believed in our process and workflow, which fostered a trusting and collaborative relationship.
A couple of things were very important to the decision-makers at KCL:
The new brand needed to position KCL as a tech leader in the foodservice industry while paying homage to their 35 years in business.
The website needed to focus on driving subscriptions through both organic and paid marketing tactics.
New Logo vs. Old Logo
The previous design was dated design and included limited variants. Our updates included unique iconography paired with geometric type promotes precision and approachability.
KCL "Compass" Icon
35th Anniversary Logo
New Website vs. Old Website
The new website is fully responsive and SEO optimized, reintroducing KCL as the original foodservice industry disruptor.
When choosing a restaurant design software, KCL’s customers want to know that CAD and Revit® objects from their preferred manufacturers are available. To help their customers see this information at a glance, we developed a dynamic manufacturer table using PHP.
Thanks to a direct feed from their database, this custom element is always up-to-date. So every time KCL adds a new foodservice manufacturer to their library, they’re added to the table automatically.
KCL offers foodservice professionals access to a vast library of design files. To highlight the number of CAD blocks, Revit families, and other files that a new customer can use with a KCL subscription, our team included counts throughout the website.
Floating Shapes and Lines
To convey the idea of togetherness and to create a more technology-focused appearance, we opted for the use of simple geometric shapes throughout KCL’s brand and website. On kclcad.com, these elements float over sections creating a multi-dimensional feel – perfect for a company whose primary customers work in many layers and dimensions every day.
Through close collaboration, Fable Heart Media developed a brand and website that reflects the innovative spirit and technology that KCL provides to the foodservice industry.
Site visitors can now easily navigate and find the information that they’re seeking on kclcad.com, no matter their device. Most importantly, the website is currently set up to drive traffic and engage customers laying the foundation for KCL’s next 35 years.
Increase in Page Views Versus The Previously Tracked 12 Month Average
Increase in Website Readability
Improvement in the Website’s Average Bounce Rate
Increased New Users by 15%
"Our shared commitment to customer service made them [Fable Heart Media] a natural partner. And managing partner Mike Kent’s background in foodservice gave us a shared vocabulary and vision."
- Kevin Kochman, KCL
Are you ready to drive revenue and meet your online goals?
Our team will work with you to develop a comprehensive marketing program customized to meet your needs.