General Supply

Client Summary

General Supply, Inc. (GSI) is a mobile and modular home parts store in Indianapolis with retail and wholesale services. They were founded in 1993 as the result of an acquisition of an existing manufactured housing parts supplier. Over the years, they have become the preferred supplier of accessories, parts, and services to the manufactured housing aftermarket.

Their Challenge

GSI’s e-commerce website was facing challenges that were causing an unsatisfactory user experience for their visitors, resulting in low sales numbers. The website was not mobile responsive and often crashed, rendering it unusable for people seeking what GSI has to offer. Because of this, their website lacked visibility in search engines, meaning it was not garnering the traffic it deserved. In addition, the website was difficult to update and required a GSI employee to be familiar with backend web maintenance in order to upkeep their 2,000+ 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. More recently, we added additional marketing strategies, including digital advertising and content marketing, to strengthen their brand image. 

We first conducted a client interview to gain insight into the challenges and problems General Supply was facing. Then, we restructured the website and redesigned the product category navigation to be more intuitive and accessible to users. Using a simplified process, we efficiently and conveniently updated over 2,000 online products. By mobile-optimizing the site, we ensured that visitors accessing the website from various mobile devices had an enhanced experience navigating and viewing content on the website. To be able to handle large traffic coming to the site, we also provided scalable server bandwidth for the website. Finally, we developed a wholesale portal for distributors to manage their online accounts
We created and implemented product-based SEO strategies to grow online sales. Over the years, we also created digital advertising strategies and campaigns across different platforms, including Google shopping ads for their products and upcoming ads for GSI’s HVAC service.
After sustaining business growth from our earlier strategies, we helped launch integrated branding efforts for GSI with content marketing. Our strategy included blogs and email marketing to continue to strengthen their brand and nurture their current audience and new leads.

The Result

After their new website launched in early 2018, GSI experienced exponential growth in many aspects of their business. Over four years, their net e-commerce sales increased by 330%. 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. In addition to the improved functionality of the site, the number of top three ranking keywords in Google increased due to the newly implemented SEO strategies. As of July 2022, their website is garnering 11k unique visitors each month via SEO. Despite having to remove a good portion of products from their website because of supply chain issues, sales numbers continue to increase year over year.