Drago Indiana

Client Summary

Drago Indiana has owned and operated a working farm in Central Indiana since 1864. As farmers themselves, they understand the daily struggles farmers face. Drago Indiana offers quality farm equipment including Honey Bee, Drago, and Horsche brands, and a large parts inventory with an expert service department to support their customers.

Their Challenge

Drago Indiana felt their website was too generic, didn’t tell their story, and was too difficult for users to navigate. Because their website was also difficult to update, over time their imagery and content became outdated, vague, and lacked a personal connection to their brand. 

Their website goals included developing a fresh, robust website that was easy to update seasonally and add onto as the company grows. In order to better support the sales team, they wanted more dynamic visuals and educational content about Drago Indiana and its products. They desired a site structure that would help their audience navigate the website intuitively and quickly finding the information they were most interested in. 

Our Strategy

Our website development started with a discovery meeting with the Drago Indiana leadership team to:

  • Uncover their differentiators compared with other farm equipment dealers
  • Understand their customers’ needs and behavior
  • Plan a logical, intuitive navigation and content structure
  • Incorporate high-priority calls to action throughout the site

The discovery meeting aids in learning more about their brand and culture to craft a website that will truly represent their unique brand and resonate with their ideal audience.

The Result

The Element212 team worked collaboratively with the Drago Indiana team and Stillwell & Co to develop a website that meets their desired goals. The new Drago Indiana website has a more robust top navigation, shortening the click-path to the visitors’ desired content. The site now tells the company’s origin story, includes owner and staff photos, and highlights their expertise in the farming equipment industry. The design includes sales pages for each of their primary equipment brands, updated photography, and an extensive video library showcasing their quality equipment in action. The Drago Indiana team now has a quality branded tool for prospective customers to learn more about their business, engage with their brand, and be guided through their buyer’s journey.