Farpoint reached out to us to give them a complete overhaul of their marketing efforts. From their AdWords, website, and branding, we guided the astronomy manufacturer to a new frontier.
The last few years have seen an increase in the size and value of the prosumer astronomy market. Hobbyists demand a high return for their investment in pro-grade scientific equipment. Farpoint, a longtime producer of specialized mount and lens equipment needed a facelift to reflect the quality of their product that their customers have known them for. This required a multi-pronged approach.
First, we made the layout of the site's main 3 page types - the home, the search, and the product page. Each was remade with accessibility and ease of reading in mind. The home page was restructured to reflect products based on best-selling sales data. The search function had to be completely redesigned to the index for all the new data we added to the product pages. This made the search engine a better filtering system for both customers and sales staff. Then the product pages were simplified. Bundled products were added which required made-to-order forms.
Overall the website rebuild was a critical first step in getting Farpoint the credibility it needed as a new retail brand to stand out in a competitive field.
Secondly, we created an SEO strategy to bring traffic to the new site. The key to this part was focusing on adding a ton of details to the product catalog. We wrote and rewrote product descriptions, meta tags, and added reviews. This helped Farpoint products show up in SERP features in Google, top-of-the-funnel searches and improved its own site search. We made sure to run regression tests in google's own page analysis to make sure that search bots were finding the content.
Lastly, after we got the fundamentals settled we expanded Farpoint’s digital ad strategy. Now that we had a fast and functional site and detailed and useful product information, we had a clear idea of how to pull the best return on ad spend for Farpoint. Mixing in animated creative, A/b tested search results, consumer behavior researched copy, and cohesive branding, we were able to pull off a 4X ROI which paid off with a record high holiday season.
