Precision agriculture and precision building and construction
Vantage BMS is Australia’s largest Trimble precision agricultural and construction technology distributor.
With Australia-wide service centres, Vantage BMS offers state-of-the-art technological solutions, precision agriculture and construction products, and analytical services to simplify business operations.
Vantage BMS’ existing brand was split across three websites: Vantage WA, Vantage NEA, and BMS Lasersat.
The challenge was to amalgamate these three sites into a new Vantage BMS website and successfully demonstrate the company's broad range of products and services.
The company’s services cater to two very different industries - agriculture and construction. Clevvi’s challenge was to demonstrate Vantage BMS’s products and services, with distinction between the two, in a consistent and comprehensive manner. To make this project work, Clevvi had to have a key understanding of Vantage BMS so that we could clearly communicate the business on the new, easy-to-navigate website.
Clevvi firstly began an intricate audit process to evaluate the existing brand. During this process, Clevvi found a clear purpose for the website - to position Vantage BMS as experts and trusted partners in both construction and agricultural precision technology.
With this in mind, we used an enquiry-focused approach, rather than a product-based approach, to allow Vantage to provide real advice and create solutions for their customers.
Through this process, Clevvi was able to understand what information on the existing websites was valuable for the new website. We carefully revised the information architecture and, through simple menus and layout, were able to simplify the way this information was presented and enhance user experience. Our team rewrote the website content to ensure that the information we included was purposeful and had a clear call to action.
As a result, the three websites were merged successfully. With carefully thought-out menu options and landing pages, we were able to maintain a clear distinction between the construction and agricultural aspects of the business.
The bmslaserat.com.au domain was redirected to the BMS section of the website, enabling us to maintain its identity with its own branded template and continue marketing the BMS Lasersat business to this domain; the Vantage NEA website was redirected to the new website homepage with the appropriate Trimble and Vantage branding; and the Vantage WA domain was redirected to the Perth location landing page within the new website.
Clevvi designed the ability to create effective campaign-based landing pages into the website template to enable Vantage to anchor future marketing efforts. We also created a location page for each of their locations to assist with SEO and provide a landing page to anchor local promotions.
Clevvi’s content first approach allowed us to create an appropriate information architecture to effectively merge three websites into one.
Using our experience, we revised this information and rationalised what was of value to website visitors.
Our Google Partnership ensures that we are always able to effectively tailor our custom websites with future digital marketing campaigns in mind.
Our team’s technical knowledge enabled us to redirect the three previous domains into the new Vantage BMS domain with no impact to the traffic and SEO to each of the previous domains - whilst maintaining the ability to continue marketing the brands/domains individually.
The content and branding of the three previous websites is now seamlessly incorporated into one site with each branch maintaining its identity within the new Vantage BMS website. The website is now more conducive for generating enquiries and anchors a comprehensive traditional and digital marketing program with tracking in place to measure campaign ROI.
The custom template and easy-to-use CMS allow us to quickly produce landing pages to anchor specific marketing and field day campaigns, with integration to the EMS that automatically populates new inquiries to Vantage BMS’s database.
The custom design template provides 3 things. It:
- Manages the architecture of the content;
- Maintains the branding of both Vantage and BMS Lasersat; and
- Provides a premium user experience that reflects the business
“The Clevvi team were - and continue to be - an excellent partner to work with. Their team has been very responsive to our requirements throughout the development of our new website and at every step along the way.
In addition to guiding us through the implementation process, they continue to educate us on our current results and guide us on how to maximise our SEO. Clevvi’s team understands the importance of our brand image and our customer service based approach - which you can see reflected in the design and content of the new website. They understand the importance of marketing to promote website success and have explained the process at every step of the way.
We can see the leads that we are generating through our new website and can instantly see the benefits of working with Clevvi. Vantage appreciates Clevvi’s professionalism and is excited to see where this relationship takes us.”
~ Mark Forrest, Vantage BMS