General Supply, Inc.

Client Summary

General Supply, Inc. (GSI) is a mobile and modular home parts store with retail and wholesale services. They were founded in 1993 as the result of an acquisition of an existing manufactured housing parts supplier.

Their Challenge

GSI’s e-commerce website was facing challenges that were resulting in an unsatisfactory user experience for their visitors; thus, resulting in low sales. The website was not mobile responsive and often crashed, rendering it unusable for people seeking what GSI had to offer. Because of this, the website lacked visibility in search engines such as Google, meaning it was not garnering the traffic it deserved.

In addition, the website was also difficult to update and required a GSI employee to be familiar with backend web maintenance in order to maintain their 2500+ product offerings on the website.  

Our Strategy

Our goal was to address all of their challenges by redeveloping the entire site with a focus on strengthening user experience (increasing conversion), strengthening visibility in search engines (increasing organic traffic), and reducing the time, effort, and skills required to accurately maintain inventory on site.  

1. Client Interview

First and foremost, we conducted a client interview to gain insight into the challenges and problems General Supply was facing.

2. Navigation Redesign

We restructured the website and redesigned the product category navigation to be more intuitive and accessible to users.

3. Simplification

We provided a simplified process to efficiently and conveniently update over 2,500 online products.

4. Mobile Optimization

By mobile-optimizing the site, we ensured that the visitors accessing the website from various mobile devices have an enhanced experience navigating and viewing content on the website.

5. Enhanced Server Bandwidth

To be able to handle large traffic coming to the site, we provided scalable server bandwidth for the website.

6. Digital Advertising and SEO Strategies

Digital advertising and SEO strategies were created and implemented to grow online sales.

7. Wholesale Account Management

In addition to the strategy, we developed a wholesale portal for distributers to manage their online accounts

The Result

After the new website launched in early 2018, GSI experienced exponential growth in many aspects of the business. In addition to much improved functionality of the site, the number of top three ranking keywords in Google increased by 226% due to the newly implemented SEO strategies. With the website now running properly and converting visitors into buyers, GSI had the confidence to begin digital advertising with Facebook and Google Ads again, which helped their sales increase even more. Aside from success in sales, the staff at General Supply that is responsible for maintaining inventory on-site saves an average of 5+ hours weekly with the new inventory management systems.

Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis


  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.