OKI Shop in Littlehampton commissioned me to deliver a website that would help them become the leading online seller of OKI Executive Series printer products in the UK.

The OKI Executive Series (ES) is OKI’s premium range of printers, aimed at business customers who require commercial quality, high performance, on-demand digital printing.

Discovery and Strategy

During our initial research and planning meetings it became clear that to achieve their goals the new site would need to be a resource for everything ES. As well as sell, the site would inform and educate customers, and be updated with the latest ES news and product releases. This would build a large footprint of original content that would position the site as the ES specialist website, and with supporting SEO it would rank highly in Google.

I analysed the online competition, other ES vendors, and the official OKI ES sites. It revealed gaps in the marketplace that an ES specific, content-rich website could exploit. This informed the strategy through the website development process.

Loading the products

I collected and audited the content, data and images to over 500 products, then loaded them into the website, creating over 100 product categories. I reviewed each product and category, adding SEO meta titles, meta descriptions and page copy.

Bespoke Category and Product pages

Printer and non-printer categories have different functionality and page layouts. Printers can be filtered by A3/A4 paper size and show a summary of printer attributes.

Product pages contain Enquiry, Print Sample, and Leasing Request contact forms, show Warranty and Delivery information, and have tabs for the full product Description, What’s In the Box information, and links to compatible Toners, Consumables & Accessories products. There are also links to view PDF product brochures and go to related ES printers.

E-Commerce product page design on the OKI Shop website
2 iPhones showing the responsive design of the OKI Shop website

Targeting the right customers

I spent time with OKI Shop to analyse their existing customer base and to explore the types of customers they wanted to sell to through their new site. We identified four primary groups:

  • Graphic & Creative Arts Studios, Print Shops
  • Chemical Labels printing businesses and departments
  • Horticultural Growers & Nurseries
  • Public Sector – Schools, Police, NHS, Local Government

I produced content for website pages targeted to each customer group. These landing pages contain product information, benefits and features important to each group, and establish OKI Shop’s expertise in servicing their needs.

Editing page content in the OKI Shop website dashboard

The copy was fully optimised for SEO. Links to relevant products make it easy for visitors to read more detail should they wish.

The result? These pages rank on page 1 in Google for their respective keyword searches.

Google Adwords

Analysis revealed that OKI Shop’s competitors were not running efficient Google Adwords advertising campaigns. To support the launch of the website I setup a tightly focused advertising campaign on key products that delivers number one positioning whilst maximising cost-effectiveness.

Using Google Adwords to deliver customers to the OKI Shop website

Weekly reviews and early delivery

Each week I met with OKI Shop to review progress, obtain feedback, sign-off milestones, and agree tasks for the following week. The project was completed in eleven weeks, one week ahead of schedule.

Results

The website established strong page one rankings in Google organic search across a range of target keywords. Coupled with the Google Adwords campaign, the new site has given OKI Shop a dominant presence in Google on key products, out-ranking their other website. The website has increased sales by 50% on the previous year. Ongoing online marketing and SEO will ensure this can only continue.

"The level of service from Jason has always been excellent. He is thorough, knowledgeable, creative, highly supportive, and delivered a website that exceeded our expectations. Sales have increased by 50% in the past year, and we're receiving orders from as far afield as Sweden and Finland. Working with Jason is a pleasure and we have no hesitation recommending him."

Matt Lawson & Jason Turner , OKI Shop

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