UBR & IBT

The new website for Universal Belting Resource (UBR), created by IBT Marketing Services, features a highly functional design for ease of use. The site is very informative and content is strongly centered on UBR's products and applications.

Background

UBR is a leading manufacturer of lightweight or "European style" belting, generally fabricated from polyurethane (PU) or polyvinyl chloride belting (PVC). The company's stock in trade includes depth of knowledge, depth of inventory and extensive capabilities in fabricating made to order belts for a wide variety of applications.

Selling only through distributors located throughout the US and accounts in a growing number of other countries, UBR's challenge is to use the internet to facilitate its business process and communicate in depth with customersto provide extensive and highly focused technical information and support. As a small and lean organization, they wanted their website to help them become more productive so employees could concentrate on fabrication, sales and sales support.

Challenges

• Make the website easy to find for prospective customers who have never heard of UBR.
• Redesign the existing website to enable easy access to product information, account registration and inventory search features.
• Provide technical info for belting end users, as well as access to their local distributor.
• Develop and institute website revisions for a distant client, located some 800 plus miles away.

Strategic Solutions

• Create a user-friendly design with intuitive access to technical information such as production data, splicing specifications and instructions.
• Ensure the design is also search engine-friendly, with a constant focus to improve the quantity and quality of traffic and grow conversion rates.
• Keep the site up-to-date and ensure technical data is accurate and current.
• Introduce new, relevant content through news releases, product announcements, case studies, white papers, etc.

Results

Thanks to IBT’s search engine optimization efforts, universalbelting.com has seen an increase of over 70% in visitors within the few months since the project’s completion. UBR’s website also now places in the top ten search results for relevant target keywords, which bring in many new prospects.

Thanks to a consistent and user-friendly design, the website’s overall functionality also has been greatly improved. The website is now easier to use, easier to navigate, and it is more efficient at providing information.

Conclusions

Website redesign is about much more than just aesthetics, although appearance and visual appeal are important. A website must work for its living and that can be measured in a number of ways. In UBR’s case, one important measurement is traffic, especially traffic generated by new prospective customers who are looking for relevant products through search engines.

One of the main functions of the UBR website is to communicate effectively with existing distributor customers – and to make the communication between UBR and distributors work better and function with less staff involvement in repetitive, predictable and routine inquiries.

The new UBR website delivers to a high degree.

If you would like to explore how IBT Marketing Services can help make your website work better, smarter and harder, we can help. Contact IBT Marketing Services.