When Creative Anvil started working with Lee BioSolutions, the St. Louis-based biotechnology company was in the midst of a critical transition. Upon assuming leadership from his father, current president Burton Lee was faced with a significant challenge. The 30-year-old company's business operations were suffering as a result of an overwhelming number of technology inefficiencies.
Creative Anvil was initially tasked with developing technology solutions to help streamline Lee BioSolutions' business processes, specifically online product presentation and ordering. With literally thousands of products and clients worldwide, the company needed an easy-to-navigate web site that featured a customer-friendly purchasing process. Because of the highly competitive market environment, SEO was also a critical component.
Creative Anvil custom built specialized web applications — including a product database application and e-commerce system — that allowed the company to effectively and proactively manage its own SEO needs. In just a few short years, the number of Lee BioSolutions customers rose dramatically. The site is now responsible for 35% of total sales — an increase the company says can be directly attributed to Creative Anvil's web solutions.
Following a merger, Prudential Alliance Realtors became the second largest real estate company in the St. Louis market. Despite its success in a booming housing market, Prudential was lacking the online marketing tools necessary to promote their properties, as well as those within the Multiple Listing Service (MLS). The company was also looking for an efficient way to communicate with its agents and provide a central repository for standardized forms.
Creative Anvil addressed internal issues by developing an interactive Backoffice/Intranet system that streamlined the communication process between management and the agents. Next was substantially increasing the functionality of Prudential's customer web site. Tying into the MLS database and determining hardware requirements for handling a new and vast amount of third party data were just some of the improvements implemented.
Creative Anvil's tailored approach worked. Search traffic for Prudential's revamped site increased a staggering 66%, and new customer-focused features generated about 1,000 new business leads in the first year alone. In addition, a targeted SEO strategy resulted in significantly higher search engine rankings for the realtor. Creative Anvil's long-standing partnership with Prudential continues to yield successful outcomes, most recently in the form of a new cart feature allowing users to save search criteria and receive new listing notifications.
By the time Duke Manufacturing contacted Creative Anvil, the company's nearly decade old web site had long outlived its purpose. The in-house design was extremely dated and, in many respects, had become a hindrance to the company's business growth. Duke's then newly appointed marketing director immediately recognized the need to use technology to streamline and modernize business operations.
Creative Anvil was asked to develop a new web site that would improve interaction with Duke's existing clients and create dynamic online marketing tools to reach potential customers. Interviews with the company's key stakeholders helped set the initial strategy, which included enhanced search and product presentation. Internally, an ERP system integration structured data in a way that tied all departments together in a more accurate and efficient manner.
Creative Anvil's custom built site, launching soon, will bring Duke up-to-speed with its corporate identity, according to the Richard Arthur, the company's marketing manager. Externally facing, the new site meets Duke's core objectives: it conveys the company's focus on technology and customer service, while staying true to its family-owned business roots. Internally, it will streamline Duke's billing and process structure for maximum efficiency, while also being built to evolve with the company's needs.
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