BraunAbility’s Consumer-focused Content Hub

How a customer-centric content hub fostered big wins in traffic, engagement, and lead generation.

25.4%

Increase in organic search traffic after implementing recommended content

7.2%

Increase in overall leads across the site

13.5%

Conversion rate of new content

Recovering Lost Traffic with Customer-focused Content Strategy

BraunAbility is the world leader in wheelchair vans, wheelchair SUVs and wheelchair lifts. Founded by Ralph Braun after he was diagnosed with spinal muscular atrophy, BraunAbility has revolutionized what independence means to wheelchair users over the past four decades.

After BraunAbility launched a mobile responsive version of their website in spring 2016, they saw organic traffic drop by 50% and struggled to rebuild that traffic again. Additionally, they were looking for assistance generating leads and developing brand affinity as they repositioned themselves from a B2B product upfitter to a consumer-facing brand.

In other words, BraunAbility sought to increase organic traffic, improve user interaction within their site by making it easier for users to access content, and generate more leads from the end consumer—wheelchair accessible vehicle purchasers.

“Element Three helps us to better serve our customers with relevant and useful resources throughout their buying journey.”

BRANDI LARKIN – DIGITAL MARKETING MANAGER, BRAUNABILITY

Delivering Top-notch Interactive Content

Following the research and delivery of an SEO roadmap, our team identified “how to buy a wheelchair accessible vehicle” as a common customer pain point that was not being properly addressed on the BraunAbility website. To solve this, an interactive product discovery tool was created that helped to generate leads in the short term and generate organic traffic value in the long term.

Since this was part of a larger repositioning toward building the BraunAbility consumer brand, we created the tool so that it introduced new users to the brand and encouraged them to spend more time in other areas throughout the client’s website.

Impact

After implementing the recommended content, we increased organic search traffic by 25.4% and restored organic traffic to the numbers BraunAbility was seeing prior to their spring 2016 traffic drop. This new content was also the third most visited page from organic search, accounting for 5.275% of organic traffic on the website.

The “Help Me Buy” page was particularly successful, converting visitors who enter the page to leads at a rate of 13.5%, which is 56.9% higher than the 8.6% site-wide average. All in all, content has driven 7.7% of all leads since the launch, while increasing overall leads across the site by 7.2%.

Download the BraunAbility Consumer-focused Content Executive Summary from Element Three.