Client
American Incorporators Ltd. and Registered Agents Ltd.
Incorporating Services Firms
Wilmington , Delaware

Project
Website design, e-commerce and database development. 
Marketing planning and implementation.

Situation
As two of the largest incorporating services firms in the United States, sister companies American Incorporators Ltd. (AIL) and Registered Agents Ltd. (RAL) provide a comprehensive range of services to businesses wishing to incorporate in any of the 50 states.  Headquartered in corporate-friendly Wilmington, Del., AIL and RAL have been providing entrepreneurs, business owners and their advisors worldwide with efficient and cost-effective incorporating services for over 20 years.  AIL targets lower-end markets, while RAL targets higher-end markets.

Problem
AIL and RAL had existing websites that were difficult for the customer to use and cumbersome for the administrator to manage.  The former websites lacked reporting functionality.  Links to the incorporation process were buried within the websites' primary navigation, which made it more difficult for customers to quickly place an order.  In addition, AIL and RAL were spending precious marketing dollars for advertising placements, when media buying intelligence would yield the same placements for less money.

Solution
Enzyme Digital began the website projects by analyzing the competition.  Armed with market research and marketing intelligence, Enzyme Digital designed new, user-friendly website interfaces for AIL and RAL that present a humanistic look and feel.  The websites clearly outline three powerful calls to action: incorporate online, quick quote and why incorporate.

For the new secure “incorporate online” section, Enzyme Digital built a custom e-commerce application and database to automate the incorporation process; customers can order the filing of incorporation documents in five simple steps.  The new “MyAccount” section allows customers to manage their account and check their order status online.  A new website management system allows AIL and RAL to change website content and produce a series of reports, including a report that details information about users who abandoned the incorporation process without completing the sale.  This allows AIL and RAL to proactively follow-up with would-be customers who may have been distracted during the incorporation process, which leads to additional sales.

And finally, Enzyme Digital provided search engine optimization services, refined the companies' marketing campaigns, and planned and implemented the media buys to gain market exposure and drive website traffic.

Results
The new websites are intuitive and easy to use.  They allow entrepreneurs, business owners and their advisors to quickly incorporate new businesses online without ever having to pick up the phone.  This process provides a convenience for customers and decreases the amount of time customer service representatives spend fielding inquiries.  The new e-commerce system, coupled with improved marketing initiatives, is producing a strong return on investment for AIL and RAL, through reduced administrative expenses and increased sales.  Furthermore, Enzyme Digital was able to lower the cost per impression for both AIL and RAL advertising campaigns, allowing both companies to purchase 20 percent more impressions per month without investing additional marketing dollars.  And since the websites were launched, AIL and RAL have realized a significant increase in sales.