Culligan.com’s Solution Center was designed to interactively help answer visitors’ problem water questions. And it did just that. Water smells funny? Too much sulfur. Rust stains around the sink? High iron content. Mineral buildup around fixtures? Hard water. You name it, and the Solution Center could identify it.
But it wasn’t until Ethology’s analytics team discovered that, although questions and issues varied across the country, problem water trends were isolated to specific regions. That meant the Solution Center was a fantastic tool, but it was just too generic. So Ethology developed geo-specific Problem Water pages to educate users and present solutions, while using paid media and modern search to increase visibility.
The result? Targeted, geo-specific solutions to water problems created happier customers, garnering more qualified leads for Culligan.