- Fortress Solutions is a B2B service company located in Plano, Texas that offers repair, logistics, and resale services primarily in North America.
- An audit of the company's website found opportunities to improve usability, SEO, and the mobile experience by reducing page load times, adding more engaging content, and removing lengthy descriptions.
- A Google AdWords campaign for the company over a one month period had over 135,000 impressions and a high click-through rate of 24%, indicating it was likely a successful campaign.
2. Overview
• Brendon Mills, CEO
• Located in Plano, Texas
• Serves mostly in North America
• Services Include:
Repair & Certification
Logistics
Reselling
3. Website Usability
Linking Root Domain: 18
Total Links: 49
Rank in US: 1,445,645
Relatively niche B2B service
Website does not do online
transactions
5. Website Usability
Pingdom Website Speed Test:
Perf Grade: 85/100
Requests: 73
Load Time: 6.27s
Pg size: 780.7kb
Total size of images: 495.6 kb
Alexa SEO Score: is not scored by Alexa
6. Web Functionality & Architecture
The Bad
● Page load time: 6.27s
● Font is small and tightly packed
● Light colored links
● Inbound & Outbound URL’s:
○ Has 37 inbound links from
few sources – no authoritative
sources
○ Few outbound links to articles
and OSP Magazine
● Broken Links: 1
● Alt tags: No
The Good
● Pop-ups: No
● Flash: No
● Appropriate page titles: Yes
● No downloadable content (neither
good nor bad)
7. Branding & Content
● URLS are descriptive
● Logos are clickable from all pages
● Hard to tell what is clickable and what isn’t
● Lack of fresh, organic content – content is
absolute and unchanging – not engaging, more
descriptive of the company and their services
● Has links to social media, but could be
integrated into website to provide interactivity.
Such as having a live Twitter feed, or Facebook
status updates
● Has call to action in the banner carousel, but
fails the 5 second test
Grade: C
8. Homepage
1. Could use a tagline under
the logo to quickly give
audience a better idea of
what Fortsol provides.
1. No internal search
function.
2. Horizontal navigation
design is effective.
3. Carousel images are too
large - slows down load
time. Also, no alt tags.
4. This more informative area
is “below” the fold on
certain devices such as
laptops.
5. Contact information
should be here.
9. Secondary Page
1. Horizontal & vertical navigation is
effective - should consider shifting it
down so the banner can have its own
row.
2. Dense amount of content with small
font - could increase readability by
increasing font size and spacing.
3. Bright blue links make it harder to
read - could use slightly darker blue
for links.
12. SEO Recommendations
• Homepage Title:
www.fortsol.com
• Have more updates on the site
• Include more pictures of the platforms
• Add more content to each page
13. Organic SEO
• Content
• Needs more quality content and
not so broad keyword searches
• Updated more often
• Have a list of all of the platforms from
Juniper, Marconi on one page and
expanding on that
14. SERP Results Display
Currently
• Title - “About” should have a
shorter description
• URL is okay
• Description is way too long and
redundant
15.
16. Overview
• Runtime: November 5th - December 1st 2014
• Total Campaigns: 3 Search
• Total AdGroups: 13
• Total # of Ads: 13
• Total # of keywords: 1356
• Total # of Negative Keywords: 74
23. Mobile: Home Page
Currently
• Responsive design
• Main menu at top
• Easy Navigation
Recommendations
• Move services offered
• Display Promotions
• Social Media in Contact
Page
24. Mobile: About Us
Currently
• Pages are long
• Wordy descriptions
• External Links (career)
Recommendations
• Key points
• Links
• Make employment
listings available on
own website
Careers Leadership Services
25. Mobile: Services
Currently
• Has graphics and long
description
Recommendation
• Leave the graphics and
delete the description or
only keep essential
information
27. Mobile: App
A sample of a suggested mobile
application and the QR code for
Fortress Solutions
28. Conclusion
• Website Usability: Offer online transaction options
for businesses.
• Daily visits and time per visit is relatively low.
• SEO: More Inbound links.
• Mobile: Remove lengthy descriptions.
• Campaign:
• CTR: 24% for the campaign, over 114,000
impressions
• Successful campaign?
