Craftpeak specializes in providing and innovating web solutions for craft breweries. They build websites and e-commerce tools specifically to meet the tech needs of beer makers and purveyors.
Craftpeak engaged Mountain Laurel Digital to facilitate research pertaining to the market, demographics, and competitors relative to their company and industry, in addition to developing their brand voice and content strategy.
Specific aims of this engagement included:
Generating an increase in organic traffic with targeted guests
Increasing search presence for non-branded keywords
Consulting re: Craftpeak’s pricing & service model
Researching their consumers’ & followers’ needs, problems, & interests
Generating content to identify and differentiate the Craftpeak brand
Developing a content strategy and editorial calendar to better tell the Craftpeak story
Strengthening the brand’s overall online presence and engagement
Our project began with the Brand Clarity and Strategy service to audit and strengthen the effectiveness of Craftpeak’s digital strategy. Our audit process assesses the company’s website content, analytics, user experience, demographics, and critical keywords to reveal areas for growth.
With a firm understanding of Craftpeak’s current digital presence, our team developed a competitor landscape analysis, profiling other website & tech agencies around the country who market to and support craft breweries. Our analysis included technical audits of competitors’ sites, and we evaluated user experience insights, keyword targeting, & brand strategies. Through our analysis, we created a local and national keyword strategy to highlight Craftpeak’s unique features, differentiators, and customer experience. In order to expand Craftpeak’s web-based engagement, we focused on strategies for attracting potential customers.
One of Craftpeak’s goals was to identify opportunities for improved customer communication and organizational expansion. We paired our technical audit with customer interviews and surveys to gain insights into breweries’ needs and pain points when looking for a tech partner. Through our interviews, we discovered that clients desired on-going tech support after their sites launch, as well as more detailed on-boarding to master their site’s new features.
We also utilized client interviews and market research within the craft beer industry to create Craftpeak’s target personas, building search intent stages and matching them with highly searched key terms that are relevant to their buyers’ journeys.
Next, we developed brand messaging, enforced the brand’s identity and voice, and created a content strategy for Craftpeak. We leveraged valuable keywords into this work, highlighting Craftpeak’s technical process & competitive advantage in the e-commerce.
We’re currently working with the Craftpeak team to develop in-depth content across their site, including their home page, services and features pages, and “about us” content. Our web content recommendations included making a portfolio page to highlight their growing clientele and success stories. Additionally, we offered recommendations to increase brand awareness on Instagram and Facebook. Our work positions Craftpeak as so much more than a one-time website developer, and illustrates the company’s ability to be an innovative and collaborative web marketing and tech partner.
National Traffic Increased
Organic Traffic Increased
keywords on the first page of Google
Based on our recommendations, Craftpeak launched a new site with a revamped homepage and new pages dedicated to their features and unique services, such as their digital membership club and beer release technology. Craftpeak is now prepared to on-board quality clients with more clarity in their service model.
Since starting our partnership, Craftpeak has seen an increase in organic traffic, visitors to their service pages, and current clients investing more in their ongoing support services. Non-branded keyword searches continue to increase, resulting in 6 keywords on the first page.
We continue to collaborate with Craftpeak on website optimizations and content writing to increase engagement on various online platforms and through their website.
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