Williams Randall’s oldest client is Templeton Coal Company, Inc. of Terre Haute, Indiana. We’re proud to still be their ad agency, over 40 years after first working with them. So when one of their subsidiaries, Glas-Col (also of Terre Haute), wanted to take a fresh look at their brand’s digital sales strategy, they turned to Williams Randall.
Since their founding, Glas-Col has manufactured precision lab instruments for the scientific, medical, and industrial research industries. Initially specializing in technology for safely and precisely heating liquid solutions, the company has expanded its product offering since to include numerous mixing technologies, air purification systems, water flow monitoring devices and other lab accessories—all of it high-precision and built to last, even under stressful lab conditions.
Reach. Engage. Motivate.
An advanced product lineup like theirs deserves a digital presence to match. Glas-Col’s audience is highly knowledgeable scientists and lab managers—people looking for trustworthy communication, advanced products, and industry expertise. Landing pages are a way to quickly communicate Glas-Col’s expertise and quality to that audience. They also offer the perfect launchpad for the conversations that can lead to a purchase.
Phase One was creating pages for their three biggest product lines – Mixing, Temperature Controls, and Air Purification systems. These landing pages – identified through a website traffic audit – represent the front lines in Glas-Col’s battle for market share. With fresh page designs, engaging functionality, and a distinct, compelling Call to Action, the new product landing pages would be ready to go.
Don’t Just Tell Me—Show Me.
The decision to make a high-dollar purchase of lab equipment is not a quick or easy one. However, a thorough understanding of the product(s) under consideration definitely helps shorten the shopper-to-purchaser journey. Glas-Col’s existing product photography and videos weren’t doing all they could to delineate their products’ functionality and benefits, though, so a major priority became getting imagery and video content that was consistent, and highly illustrative of product features, functions, and benefits.
A crack team of Williams Randall visual merchandising experts was assembled. Detailed storyboarding followed. Then, one early morning while the sun still slumbered, the Williams Randall team was hurtling down I-70 West towards Glas-Col HQ. Upon arrival in Terre Haute, the crew was greeted by members of Glas-Col’s in-house marketing team, who generously lent their time, workspace and product expertise (and, occasionally, their Oscar-worthy on-camera talents) to an ambitious daylong session of photography and videography.
Focused on Conversion
It used to be said that the proof was in the pudding. But then culinary science advanced, and consistent pudding quality was no longer that big a deal. These days, the proof resides in other places—places like Glas-Col’s new landing pages, where Williams Randall analytics, strategy and creativity have combined for a new, conversion-focused presence featuring a modern look, precise messaging, expanded functionality, and illustrative new videos (and photos) for each product category. To check them out, just click each link to be taken to that landing page: Mixing, Temperature Controls, and Air Purification. Just don’t blame us if you end up buying a new air purification system—they’re very persuasive.
