The Challenge
While RapidAir had a loyal following among home mechanics, its website and broader marketing efforts catered more to DIYers than professional trade customers, hindering the company’s ability to gain a new and expanded market share.
The lack of market education and understanding surrounding RapidAir’s aluminum piping systems was a barrier to establishing credibility with industrial/commercial customers, who ultimately assumed RapidAir wasn’t relevant to them.
As RapidAir’s product portfolio continued to grow, the organization needed to further shift to position solutions over products to provide value to prospects and customers at every stage of the user journey. Additionally, RapidAir’s website had a number of issues, including:
As a result, RapidAir was not serving and attracting commercial and industrial clients, which was a major barrier to growth.
The lack of market education and understanding surrounding RapidAir’s aluminum piping systems was a barrier to establishing credibility with industrial/commercial customers, who ultimately assumed RapidAir wasn’t relevant to them.
As RapidAir’s product portfolio continued to grow, the organization needed to further shift to position solutions over products to provide value to prospects and customers at every stage of the user journey. Additionally, RapidAir’s website had a number of issues, including:
- A dated, unresponsive design with confusing navigation,
- An extensive process to create a shipping quote, and
- Limited self-service tools.
As a result, RapidAir was not serving and attracting commercial and industrial clients, which was a major barrier to growth.
