Case Study: Central Lumber Corporation (CLC) – Website Design and Development

Client Overview

• Name: Central Lumber Corporation (CLC)
• Founded: 1946
• Industry: Manufacturing, Importing, Distribution, and Retail of Construction Materials
• Locations: Nationwide Distribution (Manila, Luzon, Visayas, Mindanao), Retail Branches in Cebu
• Employees: 400+
• Core Values: Integrity, Respect, Passion for Work, Continuous Improvement, Expertise
• Products: Timber Products, Metal Frames, Fiber Cement Products, Gypsum Products, Construction Materials

Background

Central Lumber Corporation (CLC) has a rich history of 75 years, evolving from a pure lumber company into a multifaceted enterprise involved in manufacturing, importing, distributing, and retailing a wide range of construction materials. As a leader in the industry, CLC is dedicated to innovation and sustainability, with a product lineup that includes timber from renewable sources, state-of-the-art metal frames, and advanced fiber cement and gypsum products. Despite its robust market presence, CLC recognized the need for a modern, user-friendly website to enhance its digital presence and better serve its diverse clientele, including architects, contractors, developers, and homeowners.

Challenges

CLC’s existing website was outdated and lacked the functionality and aesthetic appeal necessary to effectively showcase its extensive product range and capabilities. The primary challenges included:

1. Outdated Design: The website’s design was not reflective of CLC’s innovative spirit and market leadership.
2. Poor Navigation: Users found it difficult to navigate the site and locate specific products or information.
3. Limited Information: The website did not provide comprehensive information about CLC’s vast product offerings and services.
4. Lack of Interactivity: There was minimal user engagement and interactivity, reducing the potential for customer inquiries and leads.
5. SEO Deficiency: The website was not optimized for search engines, limiting its visibility and reach.

Objectives

Ensight Digital Marketing aimed to address these challenges by designing and developing a new website that would:

1. Modernize the Design: Create a visually appealing, contemporary design that aligns with CLC’s brand and industry status.
2. Enhance User Experience: Improve site navigation and usability to ensure visitors can easily find information.
3. Expand Content: Provide detailed information on all products and services offered by CLC.
4. Increase Engagement: Incorporate interactive elements to boost user engagement and lead generation.
5. Optimize for SEO: Implement SEO best practices to enhance search engine visibility and attract more organic traffic.

Solutions

Ensight Digital Marketing executed a comprehensive website design and development project for CLC, focusing on the following key areas:

1. Design and Branding:
   • Visual Appeal: Developed a sleek, modern design with high-quality images and a clean layout to reflect CLC’s innovation and professionalism.
   • Brand Consistency: Ensured that the design elements were consistent with CLC’s brand identity, using their color scheme, logo, and other brand assets.
2. User Experience (UX) and Navigation:
   • Intuitive Navigation: Created a user-friendly navigation structure with clear categories and subcategories for easy access to information.
   • Responsive Design: Ensured the website was fully responsive, providing an optimal viewing experience across all devices, including desktops, tablets, and smartphones.
3. Content Enhancement:
   • Comprehensive Product Information: Added detailed descriptions, specifications, and images for all products, making it easier for customers to find and understand what CLC offers.
   • Resource Section: Developed a resource section with downloadable brochures, catalogs, and technical documents to support customer decision-making.
4. Interactive Features:
   • Contact Forms and Inquiry System: Integrated contact forms and a streamlined inquiry system to facilitate customer communication and lead generation.
   • Live Chat: Implemented a live chat feature to provide immediate assistance to website visitors.
5. SEO Optimization:
   • Keyword Research and Implementation: Conducted thorough keyword research and optimized on-page elements such as titles, meta descriptions, headings, and content.
   • Content Marketing Strategy: Developed a content marketing strategy that included regular blog posts and articles to improve SEO and provide value to customers.

Results

The new website for Central Lumber Corporation delivered significant improvements across several key metrics:

1. Increased Traffic: The optimized website saw a substantial increase in organic traffic, with a 45% rise in unique visitors within the first three months.
2. Enhanced User Engagement: User engagement improved, evidenced by a 30% increase in average session duration and a 25% decrease in bounce rate.
3. Higher Lead Generation: The integration of contact forms and the live chat feature led to a 50% increase in customer inquiries and leads.
4. Improved SEO Performance: The website achieved higher search engine rankings for key industry terms, resulting in increased visibility and market reach.
5. Positive Feedback: CLC received positive feedback from customers and stakeholders, praising the website’s modern design and ease of use.

Conclusion

Ensight Digital Marketing’s website design and development services significantly transformed Central Lumber Corporation’s digital presence. By creating a modern, user-friendly, and content-rich website, Ensight not only enhanced CLC’s brand image but also improved customer engagement and lead generation. This case study exemplifies Ensight’s commitment to delivering tailored, data-driven solutions that drive business growth and success in the digital landscape.