ethology.com 1.855.ethology
ethology.com 1.855.ethology
client case study
client case study
Client Case Study: Sundt Construction Companies, Inc.
Website redesign and back-end development incorporates WordPress platform, native
CMS, and custom database integration with outside server and SEO implementations
Summary
From humble beginnings, Sundt has grown into one of the largest contractors in America, now operating
throughout the United States with a wide variety of public and private clients. Since its founding in 1890,
Sundt experienced steady growth in the healthcare, education, government, and commercial contracting
industries, followed by a remarkable expansion into industrial contracting in the 1980s. As business
flourished, Sundt’s website needed to make adjustments to keep up with the company’s growing business
offering and customer base.
In September 2012, ethology was hired to redesign the Sundt.com website and blog with a more flexible
platform and native Content Management System. The team developed, designed, and implemented the new
website and blog, incorporating SEO best practices from the ground up. It was successfully launched in
March 2013.
Task
Ethology’s digital programming team was tasked with (1) redesigning the site to match the company style
guide and marketing strategy toward new projects, and (2) establishing proper media analytics, conversion,
programming, and revenue tracking across the company website and blog. These two tasks required
ethology to ensure that appropriate digital content was in place to target the client’s current followers and
potential contracts, and that proper tracking existed across the various sections. Specifically, tasks included:
•  Redesign outdated site and make it more user friendly.
•  Clearly convey the breadth of Sundt’s expertise and experience, communicating that the company stands
out not only for its work in commercial, healthcare, and educational facility construction industries, but for
its dedication to making every contracting job, from highway construction to water treatment projects, a
point of pride.
•  Provide enough information about specific projects (the number one reason potential clients access the
site) and make it easily accessible.
•  Match the color scheme, look, and feel to the brand style guidelines.
•  Implement a robust CMS, giving client more dynamic control over site content.
•  Write the site in PHP and move away from legacy .NET site.
•  Integrate Open Asset and Vision databases with the CMS to allow for scripted auto-updates.
•  Create a mobile-optimized version of the redesigned site.
Consumers. The big idea.
Consumers. The big idea.
All Rights Reserved. © ethology, Inc.
All Rights Reserved. © ethology, Inc.
ethology.com 1.855.ethology
ethology.com 1.855.ethology
client case study
client case study
Action
Ethology’s work began with a full site audit, which included analytics and a review of design and user experience. The
team implemented Google Analytics and AdWords conversion codes for all websites, and utilized the results to establish
creative guidelines. Ethology then developed a technical strategy to program the site on WordPress and integrate it with
two existing database systems, Open Asset and Vision. Working with the Web Development team, the SEO team then
reviewed and implemented the most valuable on-page optimization tactics for the site.
Both ethology and the internal marketing team at Sundt worked together to complete the redesign and reprogramming of
Sundt.com. Rotating graphics were integrated into the home page background design to help convey the variety of
Sundt’s experience. Custom database export tables and import scripts were created to integrate the existing databases
with new site characteristics. Sundt’s original database systems retained administrative control of the site, but the client
was given new flexibility with the front-end content, which will facilitate regular content updates and continued
implementation of SEO best practices.
In addition to the complete site overhaul, ethology created a mobile-optimized version of the new Sundt website. Creating
a comfortable mobile experience encourages visitors to explore all Sundt has to offer right from their phone. The mobile
site is easy to navigate, yet still offers the same content as the desktop site.
Prior to launching the new creative, ethology’s team of paid media experts ensured that Google Tags were in place to
allow Sundt to track web visitors, important sections, and the source of web traffic.
Result
Ethology and Sundt created an aesthetically engaging, user-friendly website with mobile accessibility and back-end
programming that will allow easier site updates, analytics, and SEO tactics to be regularly administered with the CMS.
The changes will ultimately help to save the client time and money, and improve the website experience of Sundt’s
growing markets and customer base.
AFTER
BEFORE
About Sundt Construction Inc. & ethology
Founded in 1890 by Mauritz Martinsen Sundt, a Norwegian ship carpenter who immigrated to the United States as a teenager, Sundt has continuously built
on its early foundation of homes and farm structure products. In 1952, Sundt diversified its operations by entering the heavy construction field. Its first
project of this type was a new 14,000-foot runway at Davis-Monthan Air Force Base near Tucson. Over the ensuing years, M.M. Sundt would become one of
the state's leading heavy construction contractors. In 2012, Sundt added to its growing list of landmark projects with completion of the Apollo Riverpoint
office complex in Phoenix, Mater Dei Catholic High School in San Diego, Oasis Water Campus Water Treatment Plant in Glendale, multiple sections of
Phoenix's new light rail system, and two buildings of the BioDesign Institute at Arizona State University. The company now operates throughout the United
States, building a wide variety of projects for public and private clients
Ethology is the integrated digital marketing agency for evolving consumer brands. Ethologists come from top-tier agency and online industry leaders, such
as Omnicom, Google, Facebook, Edelman, McCann, and others. Its team of digital marketers are experts at research, strategy, planning, organic search,
paid search, display media, social media, email marketing, content strategy, analytics, web development, and design. To learn more about ethology, visit
ethology.com.
Consumers. The big idea.
Consumers. The big idea.
All Rights Reserved. © ethology, Inc.
All Rights Reserved. © ethology, Inc.