Full Website Redesign

Executive Color Systems
Executive Color Systems is a New York-based office technology dealer with over 30 years in business, selling and servicing Konica Minolta, Epson, and HP products — including multifunction printers, wide-format machines, digital presses, and IT support — to businesses across the Chicagoland area. Despite a strong local reputation and a deep product catalog, their website hadn't kept pace with their business. It didn't reflect the quality of their offering and wasn't built to convert visitors into customers.
Industry
Office Technology & IT Services
Services
Website Redesign, SEO Foundation, Product Catalog Development
Location
NYC, NY
Challenge

A 30-Year Business Held Back by an Outdated Website

When Executive Color Systems came to Over the Fold, their website had five compounding problems: an outdated design that didn't reflect the professionalism of a three-decade business, no mobile-friendly experience for buyers researching equipment on the go, poor navigation that made it hard to find specific products or categories across multiple brands, no clear calls-to-action giving visitors a next step, and slow load times reducing their search visibility. The result was a website that was quietly losing potential customers to competitors who simply looked more established online.

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Results

124% More Search Impressions — Without Running a Single Ad

In the 6 months following launch, Executive Color Systems saw a 124% increase in total search impressions (11,800 → 26,500), a 28% improvement in average search position (12.3 → 8.8), and a steady hold on clicks (438 → 448). The impression surge is the headline: the new site's product pages are now being discovered and indexed by Google at more than double the rate of the old site. Average position moving closer to Page 1 across more queries — with no active SEO campaign — is a direct result of the technical foundation and catalog structure built into the redesign. CTR declined as impressions scaled, which is expected when a site begins appearing for a broader set of searches for the first time.