As a product-first company, Big Tex has long fallen short on its storytelling. The approach that worked so well as a regional trailer company (create trailers people like and let dealers figure out how to sell them) was not as successful as the company became a nationwide brand. Case in point was a confusing website that was long on trailer specs and features, but didn’t provide a compelling reason to buy one.
Dino Publishing developed messaging, UX and SEO strategies to steer the development of a new website to replace the unattractive, confusing and dysfunctional legacy site that had under-served customers for years. The new responsive site recognized the needs of consumers and dealers, emphasized benefits as much as features, and added a healthy layer of content marketing to help drive traffic, provide more utility and reflect the scale and strength of the brand.
