Inscale Measurement Technology Ltd
Hastings, East Sussex.
Inscale Measurement Technology Ltd is a UK based company with over ten years experience in the Load cell industry.
Inscale commisioned Alpha State to develop a brand new website for them when it became apparent that they had out-grown their in-house web site. Consistently increasing sales demanded that they spend more time servicing their new clients and less time updating cumbersome static html pages with hard-coded navigation.
As well as being efficient for Admin staff to manage, Inscale stipulated that the new website present visitors with an option to 'Buy' within two clicks of the Home Page and out-perform competitors on the major search engines.
We decided on a search engine friendly layout which positioned the page content above the extensive navigation. We also opted for a 'liquid' width, ensuring that the web site stretched to use all the available space in browser windows with higher screen resolutions (ie 1024px x 768px) but still displayed properly on monitors set to a lower resolution (ie 800px x 600px).
A drop down menu to enable visitors to quickly reach Buy button was space efficient but we discovered that it proved a hurdle to search engine robots that regularly crawled the website so this was replaced with a straight list of products beneath each scale.
The search engine performance of the site was good, achieving pole position for the search term 'weighing scales' on Google, Yahoo and MSN. Encourged by these results and the increased revenue, Alpha State further optimised the site with a search engine optimisation specialist for the term 'scales', achieving a top 3 ranking* on the same three search engines.
Inscale and Alpha State work closely to ensure that the site does not stagnate. Together we regularly introduce marketing initiatives such as a mailing list, online discounts, and innovative features like the 'test weights wizard' which helped guide customers through complex product selection routines.
Inputs: Design/HTML. PHP. MySQL Database. Specialist Search Engine Optimisation.
* Last verified June 2007.
