The Brief
Following the successful launch and optimisation of their main group website, Healthy Step (Sensograph) returned to Zen Web Solutions to discuss the possibility of selling some of their new products online and direct to the public. These included a revolutionary '9-to-5 Insole' for ladies' heeled shoes and the new Heel Fix Kit designed to help cure heel pain.
Athletes and most people who put a heavy load on their feet won't be surprised to learn that heel pain makes up one-quarter of all foot complaints reported to doctors, and that heel pain affects one in ten people at some time in life. Heel Fix - developed by Musculoskeletal Podiatrist Andrew Horwood - is the new answer for heel pain sufferers and Heelfixkit.com intended to put the innovative remedy online for the first time.
The Process
After exploring the online marketing possibilities and assessing potential demand, a bespoke eCommerce solution was developed and built incorporating a Content Management System (CMS) to allow the creation of extensive content by the company themselves. This follow-up content facility is a vital attribute for the business to grow the site with new content pages to educate the user on heel pain treatment. The facility to update copy regularly also helps to stimulate continuing search engine interest as well as engaging medical practioners and ordinary buyers with up to date news and information.
The Results
Search engine optimisation was identified as a very important next step for Heel Fix Kit to enable them to attract targeted visitors whilst keeping ongoing costs down. The site now receives thousands of visitors each month and is a valuable asset to Healthy Step, providing a direct to market route for their innovative products.
Detailed analytics are provided and have been key in targeting new keyword phrases such as 'heel pain treatments' and 'heel pain advice'. In total 80% of all visitors to the site arive there directly from a search engine.
Timothy Hall, Managing Director
"Developing a totally new site, when e-commerce may be involved as well, can seem an overwhelming task due to the breadth of choice of development companies in the marketplace. Having worked with Zen on our initial website, and finding the experience hassle free and professional, there was only really one place we were going to turn to develop our new venture.
Zen have great depth in web development skills, inluding dedicated project managers, designers and SEO engineers - all of whom are able to explain the process you are embarking upon in straightforward terms.
Having confidence in the complete web development team is essential to a successful project, and I would highly recommend Zen to anyone wanting a site to be proud of!"