Momentum

BACKGROUND

Introduce your business and what you do there.

I'm the president of a company called Wenzel America, which provides automated inspection systems for manufacturing, and employs about 40 people.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Momentum?

We wanted to modernize our web presence to appeal to new Google algorithms, improve SEO, and to redefine our UX/UI for the site, with a focus on B2B interactions. The goal of our site is to generate sales leads, so we wanted to improve user flow, SEO, and customer retention rates.

SOLUTION

What was the scope of their involvement?

Momentum took the written content from our previous site and applied it to a new web structure that was easier to navigate, with a more modern, sharper look and feel. We worked with them collaboratively during the planning/design phase, then they handled all aspects of development. They also used historical data that provided insight on how customers used our site, what pages they landed on, etc. to improve user flow.

SEO was the other substantial portion of the project. Momentum compared our results to not only our competitors, but also with industry adjacent companies that sell to similar customers. This helped us set realistic expectations and put our effort into the most commonly-used search terms, making our products more accessible to those who may not be experts in the field.

What is the team composition?

I primarily worked with the CEO, Jimi Plouffe, but my team worked with a project manager and several specialists.

How did you come to work with Momentum?

I had originally been exploring several recommended non-local partners that presented very well, but we ultimately decided to go with a local group to facilitate face-to-face meetings. Momentum was off my radar after our first meeting, but they followed up promptly, and we ended up partnering with them. We really liked how they handled us as a prospective customer. They had also worked with capital equipment companies in the past, and were familiar with the industry. We felt that they could meet our requirements and educate us about aspects of the marketing space that we may not be taking advantage of, and that’s certainly come to fruition.

What is the status of this engagement?

We started the project in October 2016 and completed the work on UX/UI and SEO, but our partnership is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve seen increases in our site traffic due to the changes they helped us make in the site structure and SEO, but more importantly, we’ve gotten a lot of positive anecdotal feedback from customers. They find it easier to find information, and spend more time reading blog posts. Everything is simpler, and the look and feel has improved dramatically.

How did Momentum perform from a project management standpoint?

They’ve been fantastic. The consistency of their communication has been the best part of working with them. They’ve been very clear on what they need from us and when they need it, and what the consequences are if they don’t get it. Sometimes as a customer, it’s hard to juggle our own work and that work that’s required for our vendor. They’re great at communicating why they need our help on certain aspects, and have made it very easy to collaborate with them. Again, the way they’ve handled us as a client was a big part of why we chose them.

We had monthly check-ins, and communicated mostly via phone and email. We also provided small ideas, gave feedback, and addressed other quick fixes via text. There were no gaps in communication on their end; we never had to re-educate the next team member on what we were trying to accomplish. They made it very easy to move back and forth between team members. We always felt very supported and understood.

What did you find most impressive about them?

They are very consistent in making sure they understand your goals fully. They omit the jargon and communicate their work clearly. I would say every step of the way, it’s confidence. They always instilled us with confidence that they would get us where we needed to go.

Are there any areas they could improve?

There was a point towards the end of our last project where we started to feel like we had been sold to a little bit, but after we provided some feedback, they quickly reassured us and our concerns were addressed. I think they’ve been very consistent for the most part.

Advice for potential customers?

The key is to work internally to set your goals, and understand what it is you’re trying to accomplish. Acknowledge your limits of expertise, and recognize which aspects of the project you might be able to learn from theirs. We had a clear vision of what we wanted, and they were able to act on those goals effectively.