Case Study

Building a modern digital infrastructure for a 70 yr old soil lab analysis firm

Why Vab Media Digital Agency was recommended and referred to Cliff Lowe, the owner of Perry Laboratories to design and build a professional mobile responsive site that upgraded their lab appraisal service offerings and packages to deliver a better customer experience  
perry lab design case study

Perry laboratory, was established in 1940s by Harold Anderson who later sold the lab to Don Holbrook who ran it for several decades out of the agricultural town in Watsonville California.  Our agency was started in Santa Cruz, and because of our ties to the tech community, we were introduced and referred to the current owner Clifford Low from a graphic designer friend Cari Class who said Perry Labs needed a website redesign since the site had not been update in over a decade.  

And since we have experience helping local businesses in variety of industries to develop responsive modern websites, designed to build brand awareness and increase their web presence, we were up for the challenge.

Some of the challenges is that the horticulture soil lab testing industry has remained stubbornly analogue. 

Cannabis and agricultural farmers expect in person visits, hand delivering or faxing in analysis requests; as they say in this world, relationships matter. For this industry, Perry Labs is a well known organization within The Bay Area and Santa Cruz county. 

Through research and exploration, we discovered an ecosystem of hidden value. By far the most common sentiment we uncovered in our research is that no one truly understood all of the services that Perry Labs performed. Yes they test soil, plant tissue, and other water samplings, but it wasn’t until we started redesigning the site that we collaborated with the Perry Lab team find a way to highlight the services it offers in more readable user friendly way. 

We kicked off our first strategy meeting to define their service offerings, and discuss keyword and competitor research, taglines, graphic design elements, brand positioning, and ways to enhance their presence on Google my business. Since we have an office in California, Andrew decided to drive over to their lab in Watsonville, to meet the owner and team in person and take photos of the people and place, and lab equipment to showcase on the website. In order to support the new brand Identity, for Perry Labs also undertook a replatform and redevelopment of their website.

We decided to build the new site on the WordPress Content management System, using an advanced drag and drop editor called Elementor pro, (that has 300+ Designer Made Templates, mobile responsive editing, animation features and 90+ widgets) to set up columns, buttons, and other design elements that would allow us to highlight and break up the content in a user friendly way. 

What started out as a regular website redesign project, of adding search optimized headings, simplifying breaking up the content into more readable formats ( shorter paragraphs, bullet lists etc) that make sense to site visitors, changed once we started working with their internal team. We are grateful that the lab manager Lisa Jacobs, took charge of managing the project and was providing content edits, halfway through they decided they were going to overhaul their testing packages, pricing, and ordering process, as a result of the pricing tables we designed.  

Vab Media Digital Agency helps companies and individuals by offering online presence management to build awareness and equity around their passions, stories, and expertise in a way that elevates their search rankings, the demand and size of future business opportunities. 

Perry Lab's Business Goals

  • Modernize the website including making it mobile-friendly
  • Make the content easier to read
  • Pricing tables which resulted in an overhaul of their testing packages, pricing and ordering process
  • Allow customers to submit orders they are going to send through the website, instead of filling it out and sending it in with samples, this made the staff know what samples were going to come in so that they could schedule their lab work more productively
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What We Did

Our team developed a search optimized mobile responsive website that is unique, modern and designed to help visitors make informed decisions and take action. All aspects of the brand were reimagined, from the color and logo to photography and fonts.  

Create content that shows expertise and knowledge
of the subject matter to drive rankings and leads

In 2022 and beyond any effective marketing campaign, whether it utilizes SEO or Facebook Ads, requires strong content as a foundation.

We collaborated with internal team to  developed strategic content that would show and reflect Cliff Lowe’s and Perry Laboratories expertise in horticultural testing industry and optimized their industry pages  to increase search rankings, build brand awareness and attract top-of-funnel visitors looking for a lab to test samples. Their website is now ranking number 1 on first page in organic and local results for “Soil Testing Labs in California“, “Plant Tissue Analysis for Cannabis in California” to name a few.  Check out the website Perry laboratory here.

Since the Website launched Their Traffic has doubled

Also branded searches of users looking for Perry Laboratory” specifically is up by 16% since the site went live in january 2022.  

Increased Online Conversions from 0% to 5% for Testing Packages

Since we redesigned all of the service pages that include their appraisal, soil, plant and water testing packages, Perry Laboratory is now converting customers online and some of forms having a 5% conversion rate. The new pages are helping to educate new customers on why their testing lab services are the best solution. 

WHAT WE ACHIEVED

ACHIEVED #1 RANKINGS

leveraged audience-intent and signals from search data, and created contextually relevant content that boosted their site’s pages search engine relevancy and engagement with intended users for brand and non-brand ROI-driving keyword terms.

DESIGNED A FRESH AND MODERN WEBSITE LOOK

We created a modern mobile responsive site designed to showcase their brand and delight their clients. This digital transformation will drive more revenue and awareness for the brand for years to come.

DESIGNED TO CONVERT

Since the launched the new website the conversions (calls, visits, and online appraisal requests have increased by over 30%. Content marketing and SEO can drive real results for a business.

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