Catalog of products a sales person can send to prospects and they can download specifications, photos or obtain additional details.	Email to a Friend screen shot

Situation

North Central Instruments has offered local microscope sales in the Midwest since 1967 and histology products since 1990.  Their territories currently include 13 states in the Midwest and Western states.  Three offices, in St. Louis, Denver, and Minneapolis, serve the territories.  When North Central Instruments decided they needed to update and improve their current website to keep up with their company’s needs, they selected Cazarin Web Group out of five web development companies they interviewed. 

Research

The next step was for Cazarin Web Group to research and analyze NCI’s then-current website.  They discovered that the company lacked a solid representation and that their business purpose could not be determined in the first six seconds of viewing their website.  Users who found their website were likely to be confused and uncertain as to what NCI did.  Their brand was not represented well. 

Planning

The discoveries in the research phase led Cazarin Web Group to the decision to suggest developing branding for NCI as their first step.  After a proper brand and logo were established for the company, Cazarin Web Group planned to make the website into not only a website that would present NCI to consumers but that would also serve as a tool for NCI's salespeople.  Since the company has three offices in different states, the website would become a central point where the sales teams from each office could coordinate and communicate.

Execution

Cazarin Web Group created a website for NCI that placed strategic calls to action throughout the site to involve and encourage users.  The calls were for customer support, requesting a quote, getting technical information, send to a friend, and contact us.  These calls were helpful to all users, consumers and salespeople alike, to access important information quickly.  This also helped to facilitate communication between different company braches.  A unique gallery of images from NCI microscopes was also included to grab users’ attention and encourage repeat visits. 

Evaluation

The resulting website was warm, with a friendly appeal.  Cazarin Web Group was proud of their product and NCI was very happy as well.  Brad Johnson, President of North Central Instruments, says “The website now reflects the professional look we expected.  We now use the website.  It is a positive reflection of our company, not a negative one.”  The website was transformed from an unattractive and passive one to an attractive and usable website that now benefits both consumers and salespeople.

Website before Cazarin's enhancement:

A home page must communicate what your
company does within 6 seconds

• NCI - North Central Instruments

• Website for a company who sells microscopes

   

• GNE

• Website for Full line supplier of Honda & Tanaka products.

   

• Productivity

• Website for a company who sells very sophisticated machinery .