Star Collision and Star of Rockford – Five Stars for SEO
With our marketing experience in light industrial manufacturing, we were happy to provide blogging, social media, and a new website for Electro Chemical Finishing.
How We Helped
Website Design/Build, Google Ads, Local Listings, Analytics Reporting, Managed Hosting
Background
The story of Star Collision begins in the 1950’s, when a small body shop was opened on the Northeast side of Grand Rapids. Over the years, the company expanded to offer services in a new shop in Rockford, along with related services in glass repair and loaner vehicles for customers in their care. As the business continued to grow, their face to the online world needed some work, both in its design and under the hood.
The Challenge
In 2019, Star Collision and Star of Rockford Auto Body Repair came to us to discuss their web presence. The companies were related, but they maintained two separate websites. The business was in the midst of transitioning from a franchise to a privately owned venture, and the need to combine marketing efforts online became apparent. Overall traffic to the site was unfortunately very low.
The new site structure and copy gave a nod to the parent company while maintaining the individuality of the locations and offerings.
Our Approach
Combining Star Collision and Star of Rockford was primarily a content and site structure task, while keeping an eye on the overall parent brand of the two entities. All references to the original franchise were removed, and a new voice emphasizing the locally owned nature of the business was key in our messaging. An overarching goal of the redesign was to increase traffic to the new, united website. A chat functionality was added to the site to improve the customer experience and emphasize the personal, local service that Star provides.
Results
The new site structure and copy gave a nod to the parent company while maintaining the individuality of the locations and offerings. By optimizing the site to obtain the most traffic for both of the company’s storefronts, our reports indicate that website traffic has over doubled in volume.
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