American Vending & Coffee Service

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The Challenge

Building an online presence and increasing sales leads through the web site.

The Project

When American Vending first came to us a number of years ago, they were well versed in traditional direct and print advertising. At the time they had just begun to test the online waters with an entry level web site and wanted our help to promote the site through search engines. Our strategies over time included:

• Installing analytics to track visitor trends.
• Researching keywords that potential customers were using to find American Vending's specialized products and services.
• Copywriting and editing to improve the keyword value of page content and the quality of information presented to visitors.
• Optimizing the site across a number of criteria to encourage search engine crawlers and improve the visitor's experience.
• Setting up cross-linking campaigns to improve the site's page rank.
• Analyzing analytics and reviewing the site's ranking in search listings.
• Creating and implementing a regional Google AdWords campaign.
• Acting on visitor trends and search rankings through ongoing research, optimization and paid advertising to continue to increase exposure and leads.

The Benefits

Since we began our relationship with American Vending, we have worked with them through two redesigns as they have continued to expand their business with the help of a robust search engine marketing and optimization program that we've evolved to meet their changing business needs and a dynamic search landscape. Just a few of the benefits to their business include:

• An improved web site. By working on both the redesigns and the optimization, information available to visitors became steadily more robust and better organized. Contemporary designs gave American Vending an aesthetic showcase for its products and services.
• Time savings. With product information available online, American Vending no longer had to field calls requesting this information. Visitors could view product and service details then submit a quote request online, which American Vending staff could respond to immediately.
• Increased sales leads. The search engine program achieved higher rankings for the American Vending site across a number of primary keywords. Traffic to the site from the search engines increased, which led to an increase in the number of quote requests submitted.

Our Client

American Vending & Coffee Service is an office refreshment service provider in the New Jersey and New York metro area. They supply, stock and maintain coffee equipment, vending machines and water coolers for area businesses and have been featured in local publications and television spots for their innovation and excellence.

A Word From Our Client

"I will spend money each year on marketing, whether it's coffee mugs to hand out ... or investment in our website – which generates a lot of business for us."

Drew Warner, President

A Well-Rounded Campaign

Over the years, in addition to organic site optimization, we've also managed American Vending's AdWords account. By using both strategies in tandem, we were able to create a well-rounded approach to online marketing. AdWords makes it easy to set a comfortable budget and test a variety of ads and keyword combinations.

Generating Leads

Automating the quote request process made it easier for American Vending to track and follow up on leads. Smart companies let their web sites do the work for them, in this case, relieving the human resource department of repetitive phone calls and consolidating customer requests.

A Quick Look Back

We've worked with American Vending through several versions of their web site. As their business has grown, their web site has grown with them.