The Polysort Secret to Brand Visibility
by Angela S. Charles
You've probably heard from us and other sources that it helps web site
performance to redesign periodically, tweak and update content and re-evaluate
the keywords under which you want your company to be found.
I wanted to share with you the latest information about traffic to the Polysort
site, both as a testament that a site redesign can have a major impact on
performance as well as to let you know that if you're advertising with us, we
continue to work to drive traffic to your site from our plastics and rubber
In October 2002, we launched our latest site design - the sixth redesign since
we were founded in 1995. Since the launch, our traffic has again gone up
Analysis Yields Good News
Just prior to our redesign, Polysort averaged 35,000 monthly visitors,
maintaining our position as the online leader in our industry.
After launch and for each of the first 3 months of 2003, we've averaged a 9%
increase per month in site visitors with March's increase up more than 17%! The
number of page views has gone up considerably as well. Last month's increase
was more than 20%. These numbers reinforce both the breadth and depth of the
acceptance of our new look and increased functionality.
To understand our pride in these numbers, consider Polysort's leadership role
as an Internet pioneer. Like most brand leaders, each percentage point increase
Our new content membership program, where users can sign up to view and use
protected areas of our site and receive our weekly e-mail newsletter, has
swelled as our registered membership rolls have increased by more than 8%
And our search engine performance has improved through diligent tweaking of
content on our site - for important terms like "plastics resin", "plastics
news", "rubber news", "group purchase organization" and "plastics industry", we
show up on the first page of key search engines like Google, Yahoo and MSN,
oftentimes in the top slot.
For every barometer used to measure site performance, our new web site is
producing exciting results.
Now I'm going to tell you the secret of how we did it.
The Polysort Touch
Improvement in all the areas noted above takes more than changing colors,
refining layout or adding pictures. It requires understanding who your
potential audience is and what they would respond to, then taking the best that
you already have on your site and enhancing it.
As we worked on our site redesign, we focused on improving the content and
navigation to better communicate our changing business model. We decided which
areas were most important, and increased functionality and positioned these
sections to be easily found.
Based on feedback we'd received over the last couple of years, we added some
new features and changed others. We researched the keywords by which we wanted
to perform and picked the best, with which we developed appropriate content for
search engine performance.
Our senior designer worked hand-in-hand with our content developers to ensure
that the look and feel would complement, enhance and communicate the vision.
Look at our growth rate cited above again and then take a look at our site -
you be the judge as to whether we succeeded.
The Moral to the Story
If you're thinking about a site redesign, you should be talking to Polysort.
Conventional web site designers are a dime a dozen, many of whom only charge a
few dozen dimes. But, we're all business people who understand that you get
what you pay for.
As you review your options for redesigning your site, don't forget that
Polysort has the whole package - skilled site designers, professional content
developers, search engine placement expertise and attentive, results-driven
project managers. You'll need the whole package to generate the kind of results
necessary to make your site investment worthwhile.
For help with your web site, complete this
or call 800-326-8666 or 330-665-5918.
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