Case Study - SCADA Pedals

SCADA International, founded in 2012, manufactures pedals for many of the biggest bike brands, including the exercise bike brand Peloton.

I provided the content for all pages after a website rebuild in 2019.

Chart of increase in website traffic

Traffic leveled off at 200 monthly users after the launch and once Google Analytics had stabilized.

I began writing targeted content — one long-form blog post per month — which has produced a rapid increase in brand visibility.

The traffic increase also delivered many new customers, some of them bigger than Peloton.

Thus, the content subject does not merely bring traffic; it brings the RIGHT traffic.

The content demonstrates SCADA’s expertise and innovative approach to manufacturing and the professionalism of company personnel which has translated into big deals with new customers.

A Direct Response Example

A direct response copywriter

  • chooses words and images then
  • carefully arranges them in the right order to
  • motivate prospective customers and customers

to try products or services.

Plan your website and your website content with a direct response mindset, and you’ll get a much better return for the money you invested in this powerful business asset (yes…it’s an asset, NOT a COST).

When SCADA wished to promote two new products on the website, I wrote the middle-of-the-funnel copy for the home page.

Home page with call to action

The front page suspension fork channeled users to the landing page describing the benefits of this fork design.

I wrote the Top-of-the-funnel copy as a long-form blog post which is consistently in the top 5 positions for its keyword.

Fit5 Landing Page

Click through banner

Making use of the increasing traffic, I placed a banner under the menu targeting buyers interested in exercise bike pedals.

The pedal solves the problem of cyclists not being able to use their cycling shoes on their indoor trainer.

Cycling shoes use one of 5 different pedal clip-in systems whereas indoor pedals use one of the 5 or some sort of toe clip—cyclists must change their shoes to use the trainer.

The FIT 5 pedal adapts to any of the 5 systems. Cyclists don’t have to change shoes.

Clicking the banner takes prospects to the product page.

Product image demonstrating product usage

The headline hits the key benefit of the design: convenience due to its versatility.

“Learn more” brings the prospect to the next section.

Or they scroll below the fold.

Benefits section of the information/sales page

This section expands on the benefits with reference to the features.

The next section is a video showing how the pedal works.

Section with features and benefits

One link delivers the reader the last section at the bottom of the page, the Description, for those readers requiring the maximum amount of information before they commit to submitting an enquiry.

Calls to action regarding ways to purchase the product

Otherwise the enquiry form is right below giving prospects a clear choice depending on whether they are B2B or B2C buyers.

Here’s another bicycle industry case study.

Here are two case studies — one B2B, one B2C — from the electronics industry.

If you’ve got a project you’d like to discuss, get in touch with me here.

To YOUR massive direct response marketing success,

Glenn Reeves

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