Redesigned Web Site, Designed and Developed by Roundarch, Helps Keep Crowley the Global Leader in Maritime Shipping

Chief Business Marketer recently featured a case study about our work with Crowley to boost sales, create a stronger family of Web sites and improve search optimization.

A revamped website better highlighting maritime transport firm Crowley Corp.’s range of services has boosted SEO and conversions.

The new site, redesigned by digital agency Roundarch Inc, led to total organic search referralsincreasing 244% per month, and total non-branded keywords leading to the site rising 68% per month, says Mark Miller, director of corporate communications for Crowley.

A Smarter Family of Websites
With the website, there was a great opportunity to identify cross-sell prospects, and thus better leverage the overall online presence. Building in mechanisms so visitors could easily see related services was crucial, says Frank Baldassare, project manager for Roundarch.

Crowley’s existing site prior to the redesign was nine years old and very outdated. For the most part, any change to content was a complicated exercise and couldn’t be done with any frequency. The main Crowley site is for the parent company, with links to subsidiaries such as Titan Salvage, Jensen Maritime Consultants and Customized Brokers. Each of these has its own unique brand and a specific position in the market. “These sites weren’t supporting the overall brand, and they needed to be tackled from the get-go,” says Baldassare.

Read the full article here.

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