West Penn Laco
Building on tradition.
West Penn Laco has a 92-year history in Western Pennsylvania as the area’s most trusted source for automotive refinishing, welding, and industrial gas.
Challenge
West Penn Laco needed to modernize its outdated website and add features that would greatly enhance our ongoing marketing efforts to promote West Penn’s products and services.
Solution
New Target built a user-friendly website inspired by the West Penn Laco logo that pays homage to its legacy.
Strategy
As West Penn Laco’s agency partner, we handle all digital advertising. This meant we already had a wealth of knowledge about their customers and their purchasing habits.
Because of this knowledge, we knew the site needed to be flexible and include an easy-to-navigate experience that allowed visitors to navigate regardless of their entry point.
Additionally, the website needed to expand the content to continue to improve search rankings and provide the flexibility to create optimized pages for paid campaigns.Â
Search Marketing
We run paid search efforts for all of West Penn’s services connecting with people actively searching for their products in Western Pa. We combine several Google Ad extensions in these efforts to encourage potential customers to call or fill out a form to get started with West Penn Laco.
As part of the website redesign, we ramped up our content efforts resulting in additional optimized content being created for the website to improve organic rankings and nudge visitors to convert.
Our efforts have continued to see West Penn Laco’s organic rankings increase along with the number of impressions and clicks to the website.
Website Design & Creative Vision
Our goal was to ensure the website remained simple yet identifiable as a local, trusted, brand. Ultimately, West Penn Laco is a company that serves their local community, so we used people-centered images and allowed for flexibility so that they could add images of their stores and staff.
The website’s color palette and logo show the history of the company. The homepage is hardworking and organized as it provides paths for visitors to get a quote, see the locations on a map, learn about next-day delivery, sign-up to receive special offers, contact the company, and more.
Development
We chose WordPress to build the website as it provides a great website management panel and allows for necessary flexibility.
The website uses WordPress Google Map Pro to show the company’s locations and is secured using Wordfence. Showcasing content in a way that allows people to easily find what they’re looking for was key, so the use of Easy Accordion allows West Penn to add/edit accordions throughout the website and MC4WP integrates the website with MailChimp.
How we did it.
The cornerstone of your identity is an authentic brand story. We work with you to establish a clearly defined brand strategy for your goals – a strategy complementary to your brand’s visual voice.
The creative we design is heavily influenced by the framework for innovation. We design media not just to please our clients, but to engage and delight their customers, members, or constituents. We put people first.
We’ll help you select the right technology, and code it right. Our development team is passionate about using the right mix of open source, off-the-shelf, and hosted solutions to solve complex problems.
We understand clients have a choice of website hosting providers. Our service goes beyond stability, up time, and more to a personalized approach that meets you where you are today, and prepares you for your tomorrow
From search engine marketing strategies to social management to campaign activations and monitoring, we create bespoke digital marketing strategies for your audience.
