How One Business Survived The Pandemic With SEO And Online Sales
Every business has its target clients.
For Fighting Chance Solutions, a manufacturer of door security products, schools and retail were always their bread and butter.
Daniel Nietzel (CEO of FCS) would spend time chasing and closing contracts. And they were doing great!
Their online presence succeeded at the basics by taking orders for customers and winning search terms related to their brand name.
What Is a “Great” Website?
FCS knew having a website was a good thing – that’s why they put up a simple WordPress site.
What they didn’t know was what a “great” website looked like or what exactly it would give them.
They knew that they could sell their products online.
But they didn’t know how to attract people to visit their site.
And as the years went by, FCS’s site wasn’t – as we like to call it – an ultra-valuable asset.
Daniel realized that they could, and should, be getting more from it. That’s why he turned to The Gallas Company for help.
The First Steps
When The Gallas Company first started working with FCS, the first step was to move their website to Shopify.
As an online retail site, having a platform that made managing sales easy was a must.
The transfer was quick, and soon FCS had a beautiful online store up and running.
However, there was still a problem.
Like many businesses, FCS had seasonally low months.
These months, especially December and January, where the company may lose more than it would make.
And even with the help of their new site, they still weren’t making enough online.
Something needed to be done about this as soon as possible.
Everyone knows that a good website boosts sales.
The real question is… what exactly is a good website?
The Gallas Company had already moved FCS’s website to Shopify. But there was still one thing that was missing:
Content and SEO.
Fighting Chance Solutions website looked good and had their products up for sale, but no one could find the website in the first place!
That’s why The Gallas Company got down and dirty and started building up FCS’s website ranking.
We optimized their site, wrote a bunch of relevant content, and built link after link after link.
Before long, the website was ranking higher and higher and making more sales than it ever had before.
And the low months?
They weren’t nearly as bad of a problem for FCS anymore!
The Gallas Company improved the site so much that it made enough money to cover all the company’s expenses when they weren’t making any big deals.
Neat, isn’t it?
But that wasn’t the biggest challenge.
Shifting Gears to Survive The Most Challenging Times
With the website now bringing tons of sales, and Daniel planning new contracts, 2020 was set to be the company’s best year yet.
You know how 2020 went.
When the pandemic arrived, it completely ruined FCS’s plans for the year.
Schools and retailers shut down. Just like that, contracts began to dry up.
No one needed a school security product anymore, so things were looking uncertain.
However, FCS did NOT give up.
Instead of burying their face in the ground and going bankrupt, they shifted gears and turned their focus to their home security products.
This was the moment when their investment in SEO really paid off.
With a strong ranking website already up, going from school security to home security was not a problem.
The Gallas Company quickly pushed articles out and promoted the Rampart – FCS’s security bar for homes and offices. The shift was swift and super effective.
While school contracts were on hold, the website continued to bring in customer after customer.
In the end, it was the small online sales – the 1s and 2s – that kept FCS afloat in the most challenging year for the company.