Steelcase Case Study
Project Overview
Steelcase is a first-class manufacturer renowned for its high-quality office, hospital, and classroom furniture. Facing an increasingly competitive market where digital presence is as important as product excellence, Steelcase sought to transform its Squarespace storefront into a cutting-edge digital experience. Their aim was to clearly communicate the brand’s commitment to original, ergonomic design and unmatched durability while driving meaningful engagement and conversions.
By collaborating with Egochi, Steelcase embarked on a complete project that combined a complete website redesign with strategic SEO and targeted PPC initiatives. This new digital platform was designed to capture the attention of decision-makers in various industries, from corporate offices and educational organizations to healthcare facilities, by highlighting product quality, thoughtful design, and industry leadership.
The Challenge
Prior to the change, Steelcase’s digital platform did not reflect the new thinking and reliability of its products. The website struggled with cluttered design elements, outdated content, and a lack of clear messaging that resonated with industry professionals. In addition, its online advertising and organic search performance were underwhelming, making it difficult to attract and convert high-value leads in the competitive sectors it served.
Strategy & Solution
To address these issues, Egochi reimagined the entire digital experience for Steelcase. The project started with a clean, modern redesign on Squarespace, focusing on intuitive navigation and visually compelling layouts that spotlighted the superior craftsmanship of its furniture. A tailored SEO plan was implemented, featuring refined keyword strategies and enriched content that spoke directly to corporate, healthcare, and educational buyers. In parallel, precision-targeted PPC campaigns were launched to capture high-intent traffic, ensuring that Steelcase’s message reached the right audience at the right time.
Results
The revamped approach delivered dramatic improvements. Organic search rankings soared, bringing in a +88% surge in quality traffic. The targeted PPC initiatives contributed to a +76% increase in conversion rates, while overall revenue from digital channels climbed by +84%. These results reestablished Steelcase’s leadership in the market and significantly lifted its online impact.