Great 2nd Impression Wins Prospects
Great 2nd Impression Wins Prospects
The website is doing exactly what we want it to do–giving prospects more information. We are really happy with the result.
Bryan Hinderer
Visit: nationalfoodsales.net
Business Challenge
Lack of Online Presence Creates Doubt With Prospects
National Food Sales (NFS) has been building a strong food brokerage network for years.
They expanded their family-owned business by connecting meat and seafood manufacturers with distributors, as well as helping distributors expand their portfolio.
As the next generation takes a larger role in the business, they plan to continue fostering these essential relationships.
After all, relationships lead to a ton of connections and referrals.
But, when people searched “National Food Sales” on Google, they had no presence.
National Food Sales knew their lack of a website was creating doubt with connections and referrals.
NFS partnered with BOT to build a website that was not only attractive but would also prove their expertise to any potential clients.
Solution
Strategic Copy That Answers Prospects Questions and a Design that Impresses
National Food Sale’s website needed to accomplish two goals:
- Look Good
- Answer prospects’ questions in their own language.
Prove NFS Understands Prospect Pains
Bright Orange Thread worked with NFS to write copy that captured their tone by:
- Interviewing the NFS team to determine how their clients talk about their goals, problems, or needs.
- Defining the problems that NFS solves for their clients.
- Inspecting competitor websites to identify how NFS stood apart from them.
We then used this information to develop a voice that matched National Food Sales' friendly, knowledgeable, communicative business style.
Once that was established, pages were written that utilized this tone, and the specific and varied client language was incorporated.
Create an Impressive Second Impression
The National Food Sales site needed to create a stellar impression with prospects to back up what their sales team delivered. A validation website.
Careful image choices highlight their clientele. We ensured a grocery store leader would see themself on the retail page, and a CEO of a food manufacturing company would see themself on the manufacturing page.
NFS’s service area was also clearly presented to act as quick validation that they serve within a prospective client's region.
And all of the pages lead to a convenient contact form that makes it simple for prospects to take their next step.
Impact
Website Impresses, Wins Prospects With Info
The website acts as a validation website that helps new connections find them, confirm information, and take the next step in their buyer’s journey.
This is exactly how one prospect’s journey worked…
A prospect at a tradeshow visited National Food Sales’ booth. They Googled and found their website, and they filled out the contact form.
The validation website did its job.
It created a great second impression and funneled a new opportunity to the sales team.
And this prospect signed on as a new client!
“The website is doing exactly what we want it to do–giving prospects more information. We are really happy with the result.”