ADVANCED AG PRODUCTS WEBSITE REVAMP
UPDATED PRODUCT BRAND POSITIONING
IMPROVED WEBSITE DESIGN & FUNCTIONALITY
Advanced Ag Products approached us with a clear mission: to reposition their By-O-reg+ products brand messaging and completely overhaul their website to give their customers and sales team a better online experience. To develop our strategy, we collected feedback and insights through surveys and phone interviews. It became evident that their existing message, centered around “gut health,” was not aligning with what customers truly valued. Moreover, their website was underutilized, with 75% of survey respondents indicating they didn’t use the existing site due to a lack of relevant data and information.
Our goal was to craft a brand positioning that reflected By-O-reg+’s unique strengths and to create a website that would serve as a valuable resource for their customers.
Research & Insights:
We began by conducting an online survey and phone interviews with Advanced Ag Products’ customers and sales team. The feedback was clear:
- 75% of those surveyed did not use the website, citing a lack of useful information.
- When asked what they valued about By-O-reg+, top responses included livestock performance, results, all-natural ingredients, health benefits, and low intake—with no one mentioning gut health, the focus of the previous messaging.
While the product’s efficacy and results were overwhelmingly positive, it was clear that the brand’s positioning needed a shift.
The Challenge:
Our biggest challenge was repositioning the brand to better align with customer values and updating the website to be a functional tool for users. We had to balance maintaining Advanced Ag Products’ core values while introducing a new message that spoke directly to customer priorities across multiple species.
Our Solutions:
1. Updated Product Brand Positioning
Based on customer feedback and By-O-reg+’s proven product performance, we developed a new brand platform: “Anything but Status Quo.” This shift highlights the brand’s commitment to innovation and superior livestock health, distancing it from traditional “gut health” messaging.
The new positioning underscores By-O-reg+ as a forward-thinking, research-backed nutrition solution that enhances livestock performance and operational efficiency. It positions the brand as the choice for producers who are looking for more than just standard solutions—they want cutting-edge products that deliver exceptional results.
2. Website Overhaul
To reflect the new brand positioning, we designed a modern, clean, and user-friendly website that delivers on the information customers were asking for.
Key Features:
- Visual Navigation with Species-Specific Icons: We created an intuitive navigation system that allows users to easily access content specific to their livestock species (e.g., cattle, poultry, swine).
- Dynamic Product Pages: Each product page dynamically adjusts to display benefits relevant to the selected species. This means if a user views the By-O-reg+ product for cattle, they’ll see benefits specific to cattle.
- Product Advisor Locator: We added a product advisor locator tool, enabling potential customers to find and contact advisors in their area for further product information or purchasing support.
- Species-Specific Testimonials: Every species page features relevant customer testimonials, ensuring users can easily find feedback and reviews from producers with similar needs.
- Responsive Design & Performance: We overhauled the design with a focus on responsiveness and improved site performance to ensure an optimal user experience across devices.
Website Before & After:
- Before: The previous website had low engagement, lacked detailed product information, and was not user-friendly.
- After: The new website features a clean, professional design with targeted content, intuitive navigation, and valuable tools like the product advisor locator and dynamic product pages.
The Results:
Although still early in the post-launch phase, the new website has already seen increased engagement due to the enhanced user experience and accessible, relevant content. The new brand positioning has also resonated positively with the sales team, providing them with messaging that better reflects the customer experience and values.
By repositioning By-O-reg+ as “Anything but Status Quo,” we’ve helped them build a platform that not only reflects their commitment to innovation but also communicates the real-world benefits of their products to their customers.