A website built to build a business.
The professional audiences involved in commercial HVAC decisions are critical to the adoption and growth of ductless and VRF zoning systems. Mitsubishi Electric targets these audiences to provide VRF education, communicate the features and benefits of Mitsubishi Electric products, and ultimately drive sales leads for the business. The brand’s professional website was outdated, both technically and visually, and was thus in need of a complete overhaul to better support business goals.
Morrison was tasked with redesigning the website, starting with redefining the overall site architecture and content strategy. Each page of the site was carefully crafted to guide users through content, with specific focus given to explaining the technology in a visually interesting and engaging way. We also devoted sections of the site to educate target audiences on the benefits most relevant to them, and CTAs were strategically woven throughout to generate leads for the distribution network.
In addition to undergoing a massive design update, the site was also completely rebuilt with modern technology, powered by a robust—and easy to use—CMS. It is now fully responsive on all devices, and is integrated with best-in-class marketing automation and analytics systems. These systems enable us to monitor and analyze user behavior to make data-driven business decisions and nurture prospects over time.
Since launch, the website has proven to be very successful for the brand. Within the first month, 60 leads were generated, which was a significant increase over the previous monthly average of about 10 leads. In addition, the site has generated over 1,000 distributor searches, and users are spending more time on the site and engaging with multiple pages of content.
- 31K Site Visits (Month 1)
- 15% Increase in Distributor Searches (Month 1)
- 60 Leads Generated (Month 1)