Meridian Leasing, one of the leading independent equipment lessors in the U.S., has been taking care of equipment needs since 1979. With solutions optimized for the unique challenges of their clients’ industries, it’s no surprise some of them have stayed on board from day one, almost 40 years ago. As a full-service operation that offers full support and expertise for asset acquisition, Meridian’s leasing and financing experts do everything from start to finish. In fact, after ensuring that everything arrives in perfect working condition, they go above and beyond by making sure the set-up goes exactly as it’s supposed to; continuously monitoring the equipment throughout its life, and even taking it down and replacing it with the next cycle. In other words, Meridian Leasing is a one-stop shop for everything related to medical, construction, material handling and IT equipment.
Just like the equipment they lease, Meridian wanted to make sure their website was up-to-date with the latest trends and functionalities that their users have come to expect from an industry leader who specializes in technology. Their goal was to complete a full digital transformation that would highlight their strengths and exemplify how they’re different from the rest. Knowing they needed someone who knows design as intimately as they know leasing, they turned to us for a task that was as big as its results.
From the beginning, we knew that Meridian’s website redesign had to be better than good; it had to be the best. To be the best, we couldn’t stop at the website, we had to go the extra mile and create an effective brand strategy to revamp everything—from updating the website’s layout and content, to creating brand new marketing material, both digital and print. Key in our efforts would be attaching Meridian’s brand and voice to the new content. We couldn’t simply create it, we also had to mold it according to its intended audience, whether it be a CFO or a hospital director. We envisioned digital marketing solutions that included SEO, SEM and content marketing to help them connect with their target audience in a very short period of time.
Greeted with applause and excellent feedback from all parties, the final product was a website that exemplified the digital revolution. We upgraded the layout, implemented brand new functionalities that would make navigation a cinch, redesigned the product catalogue section, and created a myriad of content in order to draw visitors to the site, inform them and leave them wanting more. As part of this content revitalization, we revamped everything on the site, including CTAs, white pages, field and role guides, case studies and more. We also made sure to provide digital marketing services like SEO, content outreach and SEM to improve their presence on search engines and receive more relevant business inquiries. As a result, we were rewarded with a whopping 128.75% increase in overall site traffic.
It goes without saying that digital is important, but we couldn’t neglect print either. To prepare Meridian for client meetings, we designed corporate presentation resources like brochures, leaflets and booklets that would help their sales team get sale after hard-earned sale. On the design side, we also selected, retouched and altered over 160 images until they were perfect, both from a visual and brand perspective. We also produced some animated videos and infographics which serve to draw further people in and engage them in a way a blog post never could.