01 / The Challenge
Harris Business Machines has been selling, servicing, and supporting office equipment across Northwest Florida since 1990. With locations in Panama City, Pensacola, and Fort Walton Beach, they had the reputation and the reach, but their online presence wasn’t keeping up.
Their website was functional but unfocused. Visitors could find information, but the path from browsing to contacting sales wasn’t clear. As the business grew into new markets and added new product lines, they needed a digital presence that could grow with them.
02 / Our Strategy
A Partnership Built to Evolve
Rather than a single project with a start and end date, our strategy with Harris Business Machines has been ongoing since 2019. We’ve redesigned their website twice, built out product and service content for SEO, managed paid advertising across multiple markets, and supported them through a full business acquisition. Each phase built on the last, adapting as their goals, markets, and offerings changed.
03 / Website Design & Dev
Simplified, Then Refined
The first redesign in 2020 focused on organizing the homepage around their three core offerings and making the path to contact clearer. We simplified the layout, added lead capture points throughout, and built out landing pages that made it easier for visitors to find what they needed without getting lost.
By 2023, the business had evolved again. We redesigned the site with a cleaner, more modern look that worked better on mobile and gave each service area more room to breathe. Templates for inner pages kept things consistent without locking the site into a rigid structure. The result was a site that felt as professional as the service behind it.
04 / SEO
Showing Up Where It Matters
Our SEO strategy focused on two things: making their services easier to find locally, and giving visitors useful information once they arrived.
We optimized Google Business Profiles across each location so products, services, and hours were clear and consistent. On the website, we built out detailed product pages organized by brand, type, and volume level, with comparison tools that made it easy for someone to narrow down their options without needing a sales call first.
We also developed a blog strategy around the kinds of questions businesses actually search for: how to fix a printer that says offline, how to clear a stuck print queue, how to choose the right copier for a small office. Some of those troubleshooting posts became consistent traffic drivers, bringing in visitors who were actively dealing with a problem Harris Business Machines could solve.
05 / Paid Advertising
Putting Budget Where It Counts
Paid ads for Harris Business Machines have been an ongoing effort, evolving as we learned what worked. Early on, we ran campaigns across both Google and Facebook, but quickly found that Google delivered stronger leads, so we shifted budget accordingly.
When cost-per-click made it difficult for multiple location campaigns to stay competitive throughout the day, we consolidated budget into their most important market and widened the geographic targeting to cover the full county. That focus paid off with a 23% increase in Google Ad conversions year over year.
06 / Merger Strategy
One Acquisition, Every Digital Touchpoint
When Harris Business Machines acquired Panama Business Machines in 2025, the deal brought new product lines and customers into the fold. But online, two separate brands still existed across websites, listings, and social media.
We managed the full digital integration: migrating product content, merging local listings, consolidating social media accounts, writing the press release and announcement posts, creating updated brand collateral, and redirecting the former PBM website to Harris Business Machines. The goal was to make sure that for every customer, whether they came from HBM or PBM, the transition felt seamless and the combined business felt like it had always been one company.
07 / The Results
Over six years of partnership, Harris Business Machines has grown from a single outdated website into a fully supported digital presence across web, search, advertising, and local listings.
Year over year, they’ve seen an 83% increase in overall site sessions, a 75% improvement in average search ranking position, a 30% lift in Google Business Profile activity, and a 23% jump in paid ad conversions. More importantly, the business itself has grown, expanding into new markets and completing an acquisition with the digital infrastructure already in place to support it.