From trading partners of many years to potential new customers in industry, workshops or the healthcare sector – these are the target groups for LISTA’s online communication activities. That’s why, when we were asked to relaunch the website, our first step was to analyse user behaviour page for page as a starting point for tailoring the content and design to meet specific information needs. We also regularly launch online editorial tools such as a company newsletter and info blog. This targeted content marketing has helped achieve a sustainable improvement in the Swiss factory equipment supplier’s visibility in the web and at the same time generate more qualified leads.