ORANGE COUNTY THERMAL
INDUSTRIES
Website Design and Development
project background
Orange County Thermal Industries is a fast-growing company that provides thermal and acoustic insulation for industrial customers. Following a logo and branding update produced by ROBOT, our team tackled the task of improving the company’s website, which wasn’t generating many leads for new customers.
design and development
To highlight OCTI’s custom-designed solutions for clients, their team members are featured more prominently on the new website. Bold, close-up “hero” images on most pages feature OCTI staff and its products. The new site also emphasizes operational efficiency: delivering projects on time and within budget, resulting from a strong project management culture. To improve the website’s search engine ranking, ROBOT proposed a WordPress website that is both optimized for search by design and easy to use, giving OCTI greater control over the content of its website than had been the case before. ROBOT also proposed a strategy to populate the new site with a steady flow of rich content to make the site as attractive to web crawlers as it would be to potential customers. Finally, every page includes multiple calls to action—“Request a quote”, “Join us”, “Follow us” or “Check out other projects we’ve recently completed”—to engage website visitors in a deeper relationship with the company.
custom blog and case study content
A key element of the content strategy was the creation of a resource section that would allow blog posts and case studies to be tagged, searched and filtered using relevant keywords. That, in turn, allowed every page of the new site to automatically draw newly tagged content to a “Related Industry Resources & News” section of each page as soon as an article was published. Every page of the new site now gives potential customers fresh content and reasons to want to work with the company.
SEO optimization and results
Good search engine rankings don’t just happen by themselves. They require thoughtful structure and a content strategy that treats every photograph, caption, title and sentence as part of a coherent hook for search engines and potential customers. ROBOT proposed a content strategy that bakes in best practices in search engine optimization.
Results? The new site achieved excellent Google scores for performance, accessibility, best practices and search engine optimization, resulting in an 83% increase in organic search traffic from the previous year.
