The hosting company Crucial has risen from its beginnings as a small design and hosting company to becoming one of Australia’s lead players in web hosting. A great product and excellent service are not the sole factors to blame for this – but an excellent marketing strategy also plays a crucial role in the company’s success.
The web hosting industry is filled with technical jargon that can confuse many customers. This can result in the customer searching for services provided by other companies that lay out the information in a way that is easier to understand.
Crucial understands this, and in 2014 they set out to make their hosting service easier by presenting complicated terms in plain English. They also refreshed their website so that it became more user friendly. As a result, the company has reported a 21% increase in the number of pages viewed by users and an 86% increase in domain name registrations. In 2015, Crucial has been recognised as an ABA100 Winner for Marketing Excellence in The Australian Business Awards.
The company also sponsored several events, including an Electronic Music conference and Pause Festival, which allowed the company to access a completely new demographic of clients.