Avantes USA is a wholly-owned subsidiary of the Dutch instrument company, Avantes BV. In 2019 Avantes USA developed its own web property to raise the status of Avantes in the United States and gain more market prominence. We wanted to have a more modern appearance, to experiment with an eCommerce web store, and to have more control over geographically targeted content.
I managed this project from writing the initial RFP documents and selecting vendor candidates, to writing on-page copy and assembling the finished website. I worked in close collaboration with the project manager from the web developer to deliver assets, make crucial decisions about function and design, and meet project goals on time and budget.
The Avantesusa.com website has been steadily growing month over month since going live, though it will still be some time before traffic will rival that of the parent company website. In order to mitigate any effect of cannibalizing traffic to the parent company site, an extensive backlink campaign was implemented. In just the first 6 months post-launch, the USA site became the 4th leading source of traffic to the parent company’s site.
Working with a professional team to design a site focused on converting website traffic to sales leads has benefitted the company tremendously and we hope the US will be the model for the redesign of the parent company site in 2020.
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