Academy Looseleaf builds its custom binder and packaging business a new way: online

The Business Challenge:

Create a much bigger sales funnel for Academy’s products—one that relies a lot less on generating repeat business from past customers.

Client Profile:

Headquartered in Nashville, TN Academy Looseleaf provides custom binders and packages in virtually any quantity, large or small, for other binder and packaging manufacturers, printers, print brokers, advertising & marketing firms, and businesses, directly.

The Answer:

The company had a rudimentary web site—with poor design and content—in late 2004 that generated virtually no visitors or leads. XMi Technology with its partner NoSpin Marketing developed a completely new site, including all new content and design—and various online forms to collect information from prospects who would want quotes on binders or packages (based on detailed specifications). The site was also search engine optimized, and NoSpin Marketing developed search engine pay-per-click campaigns on Google and YahooSearch (formerly Overture).

The Results:

Pat Rainey, President of Academy Looseleaf, summarized the results to date the first half of 2005:

"We were long overdue for a complete web site overhaul. NoSpin Marketing did the planning, all content, and search engine marketing for our new www.academylooseleaf.com , and XMi Technology did the site design, develpment, and product photography. Our old site got hardly any visitors, much less helped us get more business. The new site went up in early 2005, and the results were immediate. Our traffic has continued to climb to nearly 200 visits a day, and we’re getting 15-25+ requests/day for quotes/samples (by contact form, email or phone call) for our custom binders and packages. We’ve also now signed more than 5 times the number of new customers so far this year compared to the same period last year—virtually all because of the new web site. And we’ve already gotten repeat business from several web site customers. We’ve made a big commitment to search engine marketing, but it’s definitely been worth it. I only wish we'd done this a year ago. We will continue to work with NoSpin Marketing and XMi Technology to keep our site fresh and help us drive even more quality visitors to www.academylooseleaf.com."