Strategic Inbound Marketing & Intentional Design Drives Web Traffic

CLIENT

Culp Home Fashions

OUR EXPERTISE

GOAL/OBJECTIVES

Optimize the website to capture attention, reveal innovation and highlight a company's story, products, and technology while enhancing overall marketing strategy

25%

Increase in Browsing Sessions

RESULTS

Thoughtful Web Design & Strategic Content Marketing

Taking a modernistic approach to the redesign, the Culp brand story is clearly seen through every detail of the new website. A fresh look, plus a new inbound marketing strategy for digital, content, creative, and social platforms, and full integration with their current Salesforce instance has allowed Culp to increase their digital presence and develop consistent guidelines for targeting prospects across their marketing campaigns and initiatives.

Within just the first month from launch the updated site garnered close to 1k sessions, and each user was visiting approximately three pages for almost two minutes each time. Within three months of launch, the organization experienced great gains in their digital metrics.

11%

Increase

In website visitors

25%

Boost

In browsing sessions

13%

Improvement

In sessions per year

Culp Home Fashions is a family owned and publicly traded B2B manufacturing company founded in 1972, and is the largest producer of mattress fabrics in North America. They are leaders and innovators in the bedding industry, both in design and technology. Their flagship facility is located near High Point, NC – the “furniture capital of the world” – home of the biannual High Point Furniture Market, the largest home furnishings trade show, drawing over 2,000 exhibitors from around the world.

THE CHALLENGE

Culp’s website needed an uplift to show off their innovative manufacturing capabilities and the unique products they offer.

Because they exist in an industry that has focused primarily on traditional marketing efforts like trade shows to grow their business, Culp’s website experience had taken a backseat in their marketing efforts.

To stay relevant in today’s digital climate, they needed a strategic plan that would integrate all the pieces of their marketing puzzle, with an emphasis on breathing new life into their functional, yet outdated website. The previous website depended on many dynamic pages that created a clunky user experience. We set out to upgrade its functionality, minimize confusion, lengthen users’ time on page, and improve overall site navigation. 

STRATEGIC ACTIONS

The Right Platform & Integrations Make a Difference

Remaining relevant when technology is moving so quickly is a challenge in any industry. For effective and useful marketing metrics, implementing automation is key. After an in-depth discovery process, we recommended building their new website through HubSpot CMS to allow for easier site management, editability, and integration. In tandem, we developed a content strategy utilizing the inbound methodology – pillar pages, topic clusters, and blog content – to enhance the user experience, increase traffic, and drive targeted content.

Build

Built new site on HubSpot platform for improved responsiveness and aesthetics

Plan

Devised an effective and logical user journey for easier website navigation

Create

Crafted strategic inbound content, providing valuable assets to targeted audiences

Launch

Introduced the new site supported by useful marketing automation and sales integration tools