new website for kubota tractor corporation
Kubota Tractor Corporation needed a new website with design, UX and CMS overhaul.
personas
Residential Turf
Age: 40+
Gender: Male/Female
Property Size: 0.5-10 Managed Acres
Does not rely on product to earn a living.
Minimal knowledge of product set.
Commercial Turf
Age: 40+
Gender: Male
Property Size: 0.5-10 Managed Acres
Relies on product to earn a living.
Moderate knowledge of product set.
Novice Hobbyist
Age: 40+
Gender: Male/Female
Property Size: 2-15 Managed Acres
Does not rely on product to earn a living.
Minimal knowledge of product set.
Experienced Farmer
Age: 45+
Gender: Male/Female
Property Size: 15-100 Managed Acres
Does not rely on product to earn a living.
Minimal knowledge of product set.
UTV / Recreational
Age: 40+
Gender: Male
Property Size: 10+ Acres
(May not all be managed)
Does not on product to earn a living.
Moderate knowledge of product set.
Construction
Age: 40+
Gender: Male/Female
Property Size: N/A
Relis on product to earn a living.
Moderate knowledge of product set.
The website content was created around four themes:
Brand
kubota story, history
Education
Product purchase guidance
Information
customer education
Lifestyle
farm/construction culture
Then distributed across the company’s website, social channels, emails and press releases.
SOCIAL
YOUTUBE
WEBSITE
PR
find a dealer
Because Kubota products are only sold at certified dealers, their site had to provide an easy way for farmers – hobbyists to professionals – to find a dealer close to their property.
18%
BOOST IN UNIQUE VISITORS
38%
INCREASE OF USERS LOCATING THEIR LOCAL DEALERS
32%
RISE IN TOTAL VISITS