Clean Earth Inc

Breaking Ground with Strategic Web Marketing

While Clean Earth Inc. – one of the nation’s largest processors of contaminated soil, dredge sediments, and hazardous & non-hazardous waste – was growing steadily into new service offerings and breaking ground on new locations, its web efforts were struggling to keep up. They found the results of their outsourced web service provider to be lackluster, and the slow progress was frustrating to say the least – simple text changes took weeks, let alone adding additional functionality to better meet the needs of stakeholders. Meanwhile, their marketing officers were responsible for technology decisions they were not comfortable making. And although they didn’t have the budget to hire an expert full-time, they needed expert advise to move forward intelligently.

atomni Strategic Web Marketing team worked with Clean Earth to prioritize web efforts based on real-world business objectives. An easy-to-use content management system was implemented to empower Clean Earth’s marketing team to actively edit the website. The URL architecture was improved so that content on the website is more readily indexed in search engines, driving more organic traffic. The website’s information design was rethought to make it easier for visitors to access the content they are seeking, and the graphic design was updated to give the brand a more modern look consistent with the brand’s marketing collateral. Online advertising was turned over to atomni to improve brand visibility and drive new leads.

The brand’s overall responsiveness improved dramatically. Marketers are more connected than ever, and the new website design has helped to reinforce Clean Earth Inc.’s mindshare as an industry-leading firm. Online advertising efforts have been tightly coupled with geographically-targeted service offerings to increase effectiveness while eliminating superfluous advertising spending.