State Electric Supply Co.
Newly Built Site Allows Easy Use and Ability to Make Quick Updates to Product Listings
State Electric provides services to the Electrical, Utility, Datacom and Power Transmission markets and is one of the nation’s largest and most well-known wholesale distributors. From its modest beginning in 1952, the company has grown to be a recognized leader as a full line, electrical supply distributor and consulting organization. Now operating 40 locations in 7 states, State Electric proudly carries electrical products for both commercial and residential applications. Despite their website having over 60,000 sku’d products, the company has earned a reputation for outstanding customer service and delivering a great, online shopping experience for customers and contractors.
State Electric approached Americaneagle.com to redesign an antiquated site and develop one that would allow for easy updates, edits, and maintenance. The company needed advanced functionality for ecommerce as well as a more usable, searchable product listing. State Electric also struggled with legacy SEO and digital marketing issues that were impeding ongoing growth. They needed a partner that could serve all of these needs from one place.
To give State Electric freedom to edit the site, Americaneagle.com developed the new site on the ROC Commerce and Sitefinity CMS platforms. Americaneagle.com also redesigned the site to make it more modern, visually appealing and easy to navigate. The website is integrated with Hawksearch, utilizing visibility and boost and bury so customers can quickly and easily find what they're looking for.
This project was very focused on B2B ecommerce, and the new site features many tools to enable an improved B2B customer experience, from shopping lists to special price requests. The site is also connected to a parts configurator to create custom products. The State Electric team also makes use of the news and events tool to give customers the latest company updates. The new website is fully integrated with State Electric's ERP, Infor, allowing customers to have access to everything within Infor on the site, by logging in to the My Account area. The site is also integrated with Billtrust, through single sign-on, so customers can seamlessly view and pay their invoices online.
To help build a full-faceted online presence, the digital marketing team at Americaneagle.com created an SEO strategy for State Electric. To begin, Americaneagle.com conducted keyword research to identify industry terms that would substantially increase the website’s visibility on major search engines. All title tags, meta descriptions and headings were edited to include these critical search keywords, which greatly enhanced site visibility and content indexing. The Digital Marketing Team also considered the website URL’s in their SEO strategy. URL information was standardized to ensure that only pertinent information was present, making search engine crawling much easier. For added optimization, the Digital Marketing Team confirmed that the sitemap included all relevant landing pages that needed to be indexed and eliminated redundancies and items that didn’t need to be included. . During the first 12 months, the website ranked significantly higher on major search engines for key industry terms and as a result, overall conversions and ecommerce revenue increased.