American Vending & Coffee Service wants an online marketing presence

Project Components

• Web site redesign
• Search engine optimization and promotion

The Client: American Vending & Coffee Service

American Vending & Coffee Service is a third-generation, family-owned corporate refreshments service. From their offices in New York and New Jersey, American Vending & Coffee Service supplies coffee service, vending machines and water coolers to businesses in the tri-state area.

Goals and Challenges: Building an online presence

1. American Vending was familiar with traditional marketing via direct mail and print advertisements. The company was ready to take its marketing to the web and needed a strategy that would provide the maximum results within their budget.
2. When American Vending first came to us, they had an entry-level web site consisting primarily of a corporate profile, a contact form and a single product page. They were ready to enhance their web site and improve their marketing advantage.

The Project: A new look and a search engine marketing program

To meet American Vending’s evolving marketing needs, we designed the following:

• An expanded web site – we divided the original product page into multiple sections, one for each service area (coffee, vending, water coolers). Each service area was then subdivided into individual product pages within that area. Product pages included photos of both the product and any related accessories, a brief product description and detailed specifications. Visitors could find products through a drill-down search through categories and subcategories. On each page the visitor is able to request a quote for the related service.
• Search engine optimization – with dozens of new pages available, we optimized each for targeted keywords and phrases.
• Search engine promotion – working within American Vending’s budget, we took advantage of opportunities to market the site and engaged in a full-time search engine promotion strategy aimed at achieving top rankings for specified key words. We updated the site on a monthly basis, studied the site’s statistics and provided rank and progress reports to American Vending.

The Benefits: Enhanced online image and more sales leads

• An improved web site. By adding product pages, photos and specs, visitors had more information available. A contemporary design gave American Vending an aesthetic showcase for its products and services.
• Save time. 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.
• Increase sales leads. The search engine program achieved high rankings for the American Vending site across a number of keywords. Traffic to the site from the search engines increased, which led to an increase in the number of quote requests submitted.