Consulting for a Security System and Lock Company
April 2005 - This ecommerce company's best selling lock was a specific brand that had high traffic on the web. This firm was one of the first to set up a website to sell locks and entry hardware. The site was modest and had been created mostly "in-house. "
When Reciprocal became involved, the lock company had contracted at considerable cost with a website development and SEO firm for a total site revamp. Payments had been made in advance. But the development process dragged on for months. Deadlines came and went. Finally and reluctantly, the lock retailer's owner contacted Reciprocal for advice.
In the one-hour phone conversation which ensued, we made several recommendations concerning how to improve the landing page. We also taught the owner how to set up a simple Adwords campaign. We followed up with several emails to suggest other additions and changes to the campaign.
After one week, orders began increasing steadily. Several months later, the order flow into the company was still growing. Some of the orders are from commercial customers outside of the United States. Some orders are as large as $15K. These larger orders do not have to be held in inventory, as they are drop shipped directly from the manufacturer. The profit margins on such orders are higher than the business has previously experienced because there are no inventory or shipping costs. Also, there are no problems with collections because most of the orders are prepaid. Moreover, because their presence is now so strong on the web, they are often mistakenly perceived as the manufacturer of some of these locks. People assume that because their ads are so prominent on the search page that the company must be the manufacturer.
The originally contracted SEO firm never adequately fulfilled their responsibilities. They had promoted capabilities they did not have and never completed their promised work on the site.
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