Finnleo Heats Up Their Web Presence and Increase Traffic 93% with HubSpotAs a leader of the sauna manufacturing industry, Finnleo’s marketing efforts focus on increasing their web presence and capturing more leads to enable their sales force of sauna dealers to generate more business. However, before HubSpot, they faced the inability to track the online activities of their visitors and were unable to make changes to their website, often leaning on developer resources and lengthy turnaround times.Finnleo, a subsidiary of TyloHelo Inc., is a producer of luxury saunas and market leader of traditional and infrared saunas. Today, Finnleo has the largest and most advanced sauna heater and sauna room manufacturing plants in the world. In addition, it has the most extensive research and development program of any sauna manufacturer — to provide clients with products that are innovative, yet true to the ancient traditions of sauna and steam bathing.Struggling to Grow Their Online Presence
The marketing team at Finnleo, headed by Craig Lahti, Director of PR and Social Media, knew that in order to reach their organizational growth goals, they had to make changes to improve their digital presence. Their website did not have proper SEO work completed, which made it difficult for search engines to find and list their site properly.
In addition, they received few leads online because there was a single place that visitors could convert on, their Contact Us page, which is considered a bottom-of-the-funnel action that a only small group of prospects (about 2%) are ready to take.
In order to better understand how visitors were using their website and which of their marketing activities were paying off, Finnleo sought a solution that would provide them with data and analytics to improve their digital presence and, in turn, capture new leads.How HubSpot HelpedAt the beginning of their work with HubSpot, their consultant was instrumental in helping them get off and running. He looked at every aspect of their website to diagnose missing key
SEO elements, and made sure they were setup properly to get found by search engines for important terms and topics in the sauna industry.
Next, to generate more leads who were in the earlier stages of research, their consultant recommended creating a variety of
Call-to-Action buttons that connected to helpful downloadable resources, such as a
Design Guide to help plan and design a custom sauna.
Additionally, their consultant challenged the entire team to create content using the HubSpot
Blog, which uses built-in SEO and helps their marketing team by giving real-time recommendations on how to improve their content for search. “I love writing, content creation both makes sense, in terms of becoming a thought leader and respected expert in the field, it naturally creates links and opportunities to have more calls to action,” says Craig. With a big content push in the Fall of 2013, they saw a
93% increase in traffic for the final quarter compared to 2012. Today they continue to see a direct correlation between their blogging frequency and web traffic, and are pleased to have experienced a
113% increase in web traffic this past year, since February 2013.
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