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.
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 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.
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.
