Background
CostMiner is a global online estimating tool for builders and tradespeople. Most other tools were something you had to download and install to your computer, whereas CostMiner was modern and worked on browsers – that meant you could use it anywhere, on any machine. Seems basic but it was a bit of a gamechanger compared to their competitors.
Unfortunately, while the tool was useful, its brand and online presence wasn’t really working out for them.
Here’s their old logo:
It was pretty easy to see that the older style logo wasn’t conveying the right kind of message, and that “wrongness” carried through to the website and their marketing efforts too. This led to most trials of the software being people who were never going to sign up.
Strategy
Our first step was to go back to the fundamentals. We worked out who they were, identified their key target audiences, and then reviewed their brand and website to find the gaps.
Ultimately, we decided to throw everything out and start fresh – but this time focusing on matching their brand to their client expectations, rather than just trying to be clever.
Solution
We revitalised their brand, developing a whole new brand identity and logo, based around what we determined would convey the right message to the right people.
We then extended that into a new website with some nifty features like geotargeted currency changes, helped them fix up their content, and started on a search engine optimisation strategy to help them boost their traffic.
This has led to 230x more traffic, 160% more conversions, and an 8x increase to revenue.
