Lenex Steel

Lenex is an Indianapolis-based steel fabrication company with manufacturing facilities in Indianapolis and Terre Haute. Lenex was formed in 2002 with the goal of providing fabricated steel products and engineering design services for the construction industry. In late 2006, the Terre Haute facility was added making Lenex Indiana's largest provider of steel fabrication products and services. Today, Lenex produces over 25,000 tons of steel products and structures annually and thrives within the construction industry based on solid expertise, effective customer relationships, reputation and word of mouth. Despite their success, Lenex wants to create a stronger market presence with a goal to become the top-of-mind, preferred provider on high profile jobs.

www.lenexsteel.com 1  |  2  |  3

• Browser testing
• Contact form and database
• Email newsletter integration
• Information architecture
• Multiple visual designs
• Programming and coding
• Project management and planning
• Web analytics
• Website maintenance

Launch Date: November 7, 2007

Goals:

• Create a professional and credible website that effectively communicates Lenex's capabilities and unique differentiators, but also defines it as a "different" kind of steel fabrication company because of its local roots and edgy, bold brand image.
• Communicate that Lenex is a "big player" in the construction industry, project confidence and proactively solicit contact with Lenex and make customers want to work with the company.
• Redesign site with layout, images and overall design that communicates a clean, bold look with a creative edge - something unlike what you would expect from a steel fabrication company.
• Emphasize the "local business" aspect to website visitors and communicate the customer service benefits in a simple, easy to understand way.
• Make Lenex Steel more visible. Improve search positions on key terms and effectively tailor copy and site content to mesh with ongoing SEO work.

Strategy:

• Develop three imaginative website designs for Lenex. Options and alternatives lead to better outcomes and allow us the opportunity to perform some A/B testing scenarios.
• Creative use of steel imagery as design elements with bold use of black and white color scheme, accented with strong yellow portrays an edgy, bold image consistent with Lenex's current brand image.
• Explore the use of sound - a unique design feature not being utilized much by competitors in this industry.
• Develop a Flash-based virtual tour of the Terre Haute facility based illustrations/artwork to be provided by the client. The tour needs to convey the production process and Lenex's expansive capabilities as well as emphasizing a real-world, local business element.
• Create a graphical representation of Lenex's fast delivery times and other service processes to tell prospective clients quickly why they should work with Lenex. This website element will be either an info graphic or embedded Flash module that demonstrates Lenex's faster than standard delivery time.
• Start with research. Through competitive and keyword research, identify key terms and industry search trends to incorporate into an SEO strategy for the new Lenex website.

When prospective customers leave the website, we want them to say, "Lenex is flat out the real deal."
Pat East, President & CEO of Hanapin Marketing.