Although they have many smaller clients, Welocalize.com's target market are the Global 2000 -- large multinationals willing to pay six figure amounts for their Web sites and intranets to be accessible and appealing to staff, clients and partners in many countries. However, Welocalize has a very limited sales team -- in fact the company only had a single sales rep on staff from 1997 to 1999!
Company CEO Smith Yewell tried space ads in industry magazines, but he says, "We yanked them. We kind of found out that most industry magazines are really read by competitors. We did get some good employee leads but not a whole lot of new business."
So, Yewell decided to focus all his marketing resources on the Internet. He began with what he calls a "rudimentary html site" which he built himself four years ago at itlink.com. Yewell says, "It's nothing fancy, but the search engines like it and people can find the information they need very quickly. They catch a word they're looking for, the see a couple of our client names and then in a matter of 20 seconds they click on the eQuote button to receive more information."
As the company grew, Yewell added another site, wetranslate.com, which he describes as "middle of the road." The site was also designed in-house with gathering new sales leads as its sole objective. Yewell says, "The whole site is designed to drive traffic to the phone or to our online eQuote form." Finally just last year the Company launched a corporate branding site at welocalize.com, which features highly professional Web graphics and a slicker design. Yewell explains, "It's the only site that doesn't make our marketer cringe."
All three sites have one common element -- an "eQuote" button prominently displayed on every single page. This button reads, "Click here to get a prompt eQuote or call 800.370.9515 -> "
Yewell says, "It's convenient. Rather having to dig deep and read a whole bunch of stuff to figure out who to call, this jumps right out at you." The button drives traffic to a deliberately simple form promising immediate response. Yewell notes, "We really tried to make it as easy as possible, so we don't ask for address. We only ask for name, phone number and a couple of questions about the work to be done."
Welocalize.com's client list reads like the who's who of big business, including General Electric, Nokia and Adobe. Yewell says, "95% of our business comes in from leads generated at our sites."
The three sites return about 2-3 qualified leads a day, which have consistently resulted in a high sales ratio. Yewell says, "We landed clients like Cisco, Xerox and MCI WorldCom through our Web site. I've sold six figure jobs to those clients without ever having seen them face-to-face."
Ninety percent of the Company's site traffic is driven by search engines. The three sites share very similar traffic patterns, ranging from 5,000-10,000 user sessions per month with an average visit length of three minutes and thirteen seconds. Although the eQuote button prominently features a toll-free number, three times more inquiries come from the online form.
NEXT: Yewell is so pleased with his sites results that he not only plans to leave all three up, he also plans to launch thirteen more this quarter. He explains, "The concept is surface area. We want as many hooks out there as possible."
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