Raven Studio

Raven Studio

Raven Studio

An expanding business refreshes their brand.
Visit the Live Website

Expansion, and new branding.

Mitch and Sabina Dawson of Facility Resources approached Brian at NorthIQ about improving their website presence.  The current website had been built in the early 2000’s, by previous ownership.  Mitch and Sabina had acquired the company in 2012, and had evolved the business into more than a mere office furniture company, taking cues from Herman Miller, they began consulting on creating living offices, places where people not only worked, but could become their best selves.

Their digital presence did not reflect any of the qualities of the new direction of the company, and with an upcoming brand refresh, it was the perfect time to create an incredible digital presence.

Raven Studio - Quote from Mitch Dawson

Strategy First:

Before jumping into the website, NorthIQ created a comprehensive digital strategy, a roadmap of what needed to be done, what the anticipated impacts would be, and how each piece would fit into the whole.

Strategies around website presence, what pieces would be emphasized, and search engine optimization for specific pages were created. A comprehensive keyword strategy was built around making sure that highly visible pages would rank for the search terms they were intended for.  Rather than writing for search engines, special attention was paid to make sure that everything was natural and organic, rather than forced.

Gorgeous Photography, and Brilliant Descriptions:

The hardest part about any website is ensuring you have good copy and text. Sabina provided great descriptive, keyword rich text, and Raven Studio’s partnership with Herman Miller resulted in incredible photography that served to make the site even better.

What started out as a small, 20 page website, soon expanded into an amazingly comprehensive 80+ page website that had multiple layers, and a great depth of information.

The Results:

The Raven Studio website saw an immediate 200% increase in traffic which has increased over the initial four months of launch. The site got rave reviews from both internal staff and customers who were happy with how easy the site was to navigate, and how quickly they could find what they were looking for.

Organic search results improved dramatically as well, with Raven Studio in the #1 and #2 spot for important key terms such as “Herman Miller” “Herman Miller London”, “Herman Miller Kitchener”, “Herman Miller Waterloo”, and “Herman Miller Cambridge”.

Raven Studio is now poised for success.  Their recent addition of Kitchener-Waterloo is a massive growth opportunity, and as they continue to execute on their digital strategy, build ongoing content, and promote their brand, they will see amazing results.

The Website

Timber Block Engineered Log Homes

Timber Block Engineered Log Homes

Timber Block Engineered Wood Homes

Updating a website and consolidating technologies

Triage, then improve

TimberBlock Engineered Homes are marvels of modern engineering.  The houses they build are engineered in a factory, and have the traditional look of log homes, but modern conveniences including an R36 insulation value.

Showcasing this technology on the internet and generating sales ready leads was an important goal for this Quebec based company. NorthIQ was brought in to fix their internet presence.

The website was built on WordPress, and was using a variety of different technologies, as well as some proprietary plugins that required a ton of work to maintain. The website had not been updated in a number of months, and the site was unstable and fragile.

Timber Block asked NorthIQ to provide ongoing search engine optimization, search engine marketing, lead nurturing, content marketing assistance, and lead generation for their business.

Timber Block Before:

As a bilingual website, Timber Block required two discreet versions of the site to be maintained. The site also featured differences between Canadian and US versions, including the removal of Canadian addresses in the United States and vice versa.

In addition to a website, the Timber Block site also supported an ecommerce store located at an external provider. This store allowed customers to purchase a plan book in digital and physical formats.

This was all wrapped up in a custom theme that required updates to the actual templates in order to adjust basic information such as hours of operation or changes to pages such as the home page. With the added complexity of multi-language, these pages became even harder to update and maintain.

Timber Block After:

Using Divi and WordPress Multi Language (WPML), we were able to create a flexible, user centric website that showcased the most important aspects of the Timber Block brand.

We also improved the calls to action, and created clear conversions paths across the website by introducing the concept of “tiered conversions”, with low friction “Level 1” conversions for basic downloads, and progressively higher friction conversion paths throughout the website.

By combining both the ecommerce and website into one location, and implementing Woocommerce, we were able to improve and integrate the experience. New purchases were pushed into the Customer Relationship Management (CRM) software as leads, and were followed up on.


The Results:

This new website was incredibly easy to update, which increased the frequency of updates, and allowed the marketing team to take control of more of their website than ever before.

The tiered conversion paths resulted in a 357% increase in leads over the first year and would result in the need for a comprehensive lead nurturing program (which we provided as a follow up project).

Sales of the Timber Block plan book increased 112% in the first year, as a result of the increased presence, and greater search-ability of the plan book.

All of this has led to an increase in revenue for Timber Block.

An Evolution in Sales

Our changes to the website were just the beginning. In collaboration with TimberBlock senior management, we built multi-stage nurturing programs in their newly acquired Hubspot CRM, creating deep, multi-step lead funnels that allowed logged in users to access content in new ways.

We worked directly with sales to improve the lead generation, and created funnels of sales ready leads which sales were able to quickly follow up on and create an inbound pipeline of pre-warmed sales opportunities.

The Website