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Boss Plumbing--The Challenge
Build a site that does a credible job of selling local service and at the
same time functions as a nationwide source of environmentally friendly plumbing
care products. Boss Plumbing serves the Los Angeles and San Fernando Valley
areas of Southern California with a fleet of radio dispatched and fully stocked
trucks able to make emergency calls as needed throughout the company's service
area.
They also have a small but growing line on environmentally
friendly bio-active plumbing-care products for clearing drains and maintaining
septic systems.
Beyond that, we needed to define the company's service
area within an incredibly confusing marketplace. Southern California has
reasonably been dubbed 100 cities in search of a home. The metroplex is heavily
populated, extremely diverse, and too big for any single radio dispatcher
base to cover. Our finaL challenge was to search engine optimize the site
for both it's very defined local and its national focus. |
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How we Met the Challenge
We felt that with the local/national focus of the site, it was critical to
develop a home page that used both visual and textual elements to guide the
visitor's eyes to the disparate focus elements of the site. To achieve this,
we came up with an innovative combination of CSS and HTML to form multimedia
headers for each of the sections described on the front page. These headers
combine Text headlines with solid images plus image backgrounds that are
nearly transparent. This technique is complicated by the face that the page
scales to fit available window width.
An example is the upper left column header. Here we
have the Headline "25 Years Offering Same Day Service" and a very solid image
of one of Boss Plumbing's fully equipped service trucks superimposed on a
ghosted out background of a residential street.
We used the front page as a tie between the local service
site and the nationwide plumbing supply site. Locally, we used coupons and
service discounts as an enticement to commit. Nationally, we set up a newsletter
and Send-a-Friend viral marketing as ways to increase the site's sales reach.
We also included search engine optimization in the design to ensure the traffic
flow needed to make these enhancements worthwhile.
Visit
the site and see for yourself how we did. |
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| Phones |
| Toll Free
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800.448.6399 |
| Boston
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617.723.3339 |
| Fax |
617.723.7557 |
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Page URL:
www.etproductions.com/portfolio/bossplumbing.html
Copyright © ET! Productions & J. K. Hollomon, Jr., 2001.
Excerpts from original site, © 1998/99. All rights
reserved.
Last revision:
Saturday, 08-Jan-2005 14:07:42 PST |
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ET
Productions
160 East Berkeley St, Suite 312
Boston, MA 02118
| Phones: |
| Toll
Free |
800-448-6399 |
| Boston
Area |
617-723-3339 |
| Fax |
617-723-7557 |
e-mail
ETpro@etproductions.com
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